Swishables Raises Seed Funding to Reinvent On-the-Go Oral Care

The Move

Swishables, a new-age oral care brand built for life on the move, has raised close to seven figures in seed funding as it scales distribution across travel, retail, and convenience channels.

The round was backed by a mix of consumer operators, brand builders, and institutional capital, including Jason Cohen, Nik Sharma, Ben Soffer, Claudia Oshry, and Aurum Partners, a family office affiliated with the San Francisco 49ers.

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What’s Happening

Founded by Gulshan Kumar and Harry Meng—both former executives at PATH Water—Swishables is rethinking oral hygiene beyond the bathroom.

The company’s flagship product is a compact, pre-filled liquid mouthwash rinse designed to fit in a pocket, bag, or carry-on. No bulky bottles. No sink required. The format targets consumers who travel frequently, commute long hours, or spend most of their day away from home.

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Why It Matters

Oral care is still largely designed around static, at-home routines—despite modern consumers being more mobile than ever. Swishables positions itself at the intersection of personal hygiene, portability, and lifestyle, meeting consumers where hygiene needs actually occur: airports, commutes, meetings, and travel days.

This isn’t about reinvention of ingredients—it’s about reinvention of format and behavior.

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Traction & Distribution

Swishables already has meaningful early distribution:

• Available online via Target
• Presence in 22 major U.S. airports through travel retailers like OTG and WH Smith

Looking ahead to early 2026, the brand plans to expand through new partnerships with:

• JetBlue
• Gopuff
• Vitacost

These channels deepen Swishables’ reach across both in-transit and at-home consumers.

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The Playbook Take

Swishables isn’t competing with toothpaste—it’s competing with inconvenience.

As wellness and personal care continue shifting toward portable, behavior-aligned formats, early traction in airports and national retail suggests a growing appetite for hygiene products that move with modern life. Expect more everyday health categories to be redesigned around mobility—not bathrooms.

Convenience is becoming the product.