10 March 2025

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Boka Expands Into Target Nationwide Locations

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Boka, the mindful oral care brand on a mission to create products with premium ingredients and feel-good formulas, announced today its expansion into select Target locations and Target.com. As the first Nano-Hydroxyapatite (n-HA) oral care brand available in stores, Boka is bringing cutting-edge, fluoride-free science to the masses. Boka will debut its best-selling Ela Mint Toothpaste and Refresh Mint Whitening Toothpaste variants in new 3.4 oz travel-friendly packaging, available for $9.99.

“Bringing Boka into Target’s personal care aisle is a major milestone for our brand,” said Trish Kozlak, head of retail expansion at Boka. “This launch allows us to make advanced, mindful oral care more broadly available while introducing sleek new packaging designed to stand out on Target’s shelves and elevate any bathroom counter. It’s a product made for the conscious consumer who wants to elevate their oral care without sacrificing performance or aesthetics.”

This expansion builds on Boka’s 482% year-over-year retail sales growth and reinforces its leadership in the growing fluoride-free oral care market. Target guests can now access Boka’s two best-selling products featuring its pioneering ingredient, n-HA.

Ela Mint Toothpaste ($9.99): With its unique flavor and fluoride-free formula, Ela Mint is unlike any other toothpaste. It features n-HA for a brighter, healthier-looking smile and provides an elevated oral care experience.

Refresh Mint Whitening Toothpaste ($9.99): A peroxide-free, icy formula to promote a healthier smile and gently whiten teeth by harnessing the power of n-HA and baking soda.

Boka, a standout brand within Essor’s digitally native CPG platform, is redefining oral care and achieving impressive milestones along the way. In the past year, Boka has experienced 4x growth, generating a run rate of more than $100 million in revenue. With 1.4 billion TikTok views, along with a strong digital presence and glowing consumer feedback, Boka continues to captivate and inspire a growing audience of mindful consumers nationwide.

About Boka

Founded in 2015, Boka’s oral care products are made with high-quality materials that are proven to deliver a comfortable, effective cleaning at a competitive price point. Boka’s products are powered by Nature + n-HA (nano-hydroxyapatite), a modern evolution in dentistry (hydroxyapatite is the mineral that makes up the primary foundation of teeth and bones). All Boka products are fluoride-free, paraben-free, SLS-free, free of endocrine disruptors, and feature natural flavors or essential oils for taste. Boka is available for purchase at boka.com, Amazon, Target, CVS, H-E-B, Sprouts, Fresh Thyme, Erewhon, and more.

About Essor

Essor: Where brands take flight. We find digital challenger brands and supercharge them into iconic global legends that consumers love. As a next-generation consumer products platform, we leverage technology, industry expertise, and strategic collaborations to ignite growth and launch brands beyond expectations. Essor’s brand portfolio includes a broad range of rapidly growing health & wellness and lifestyle brands like Boka, ZitSticka, Puracy, OTOTO Design, FreshCap, Iron Flask, Fullstar, numnum, Key Nutrients, and Viking Revolution.

Source: www.target.com