Founder: Peter Radix
HQ: The Netherlands
Overview: Fairytabs is the first brand with toothpaste tablets for children. It is a total concept that turns an annoying ‘must’, like brushing teeth, into an experience.
Many modern consumer brands are tackling health and sustainability through “better for you, better for the planet products”, but what about products that are also fun?
Fairytabs is building a digitally native, sustainable brand to make tooth brushing a fun ritual for kids and parents. Through its line of toothpaste tablets, Fairytabs’ mission is to have all children (and parents) look forward to the moment when they brush their teeth. The brand’s ethos is to ensure that children think of tooth brushing as a little celebration and an adventure.
Unlike incumbent brands, Fairytabs accurately reflects the preferences of its young consumers. Its products center around sustainable ingredients and fun content and are created without chemicals to put the customer’s health first. Vegan, sustainable, and above all- super tasty.
How did you come up with the idea behind Fairytabs?
I have three kids at home, and there was always the struggle about toothbrushing. I told myself “this can’t keep on going on like this”. I came up with the idea at the end of April 2020, and I launched it officially in February 2021.
It was a very natural process. I’ve always been into entrepreneurship and innovative ideas and I knew of the existence of different brands developing this type of product. It was one of those business ideas you see out there and think “hey, that’s a cool product, I’ll write it down and maybe I can think of something in the future”. Fast-forward to 2020, to my bathroom struggling with my kids a few times a day to get them to brush their teeth. I had bought some toothpaste tablets for adults that another brand manufactures but my kids didn’t like the taste and I thought “this is it!”
So I looked for a manufacturer that could help me create the product I wanted, based on the feedback of my most demanding customers: my own kids. Besides being fun and tasting good, I wanted the brand to be eco-friendly, vegan, and have the right ingredients. Then we started working into making it fun with songs and nice content to make the experience enjoyable. That’s how the brand and the core concept we have about toothbrushing came up: with both the feedback of children and parents.
How did the pandemic fuel your desire to be an entrepreneur?
I always had the ambition to start my own company and during the pandemic I was reconsidering my career as many other people did at that time. I think whenever something happens in your professional or personal life it is normal to feel the urge to change, to move, to do something about it. It’s always good to reflect on those things that affect you in your private life.
At that time the entire world was in a reset mode. So I told myself: `Why not me?’ I decided to jump into this and take the risk. I created a business and it turned out to be a very good decision.
How much do your kids get involved in the brand?
A lot! They are always trying new flavors and they are the first ones to see the designs. We’ll launch a new book and the three main characters are my kids. The stories are written by a famous Dutch writer who wrote several versions and my kids chose the final one. I joke and say they are the Creative Directors but in reality, I just want them to be proud of the brand because in a way they are the ambassadors of Fairytabs.
Whenever I take a step in regards to the brand, content, or product, I take into consideration their thoughts and opinions.
What do you think are the challenges of marketing a product for kids?
Well, the big issue is that you need to reach out to the adults so they buy the products for the kids. That’s the big challenge with any product targeted to kids because you need to try different marketing angles.
When we launched the product we worked together with influencers that could try Fairytabs and share their reviews. For instance, we worked with two sisters whose Youtube channel “De Zoete Zusjes” has over 500k subscribers. So then, of course, you have kids asking their parents to try it because they saw influencers sharing about it.
Finally, there are the dentists and health professionals that are also part of our brand community. The second month after we launched we had already been featured in the biggest magazine for dentists in the country and they started reaching out to us after they heard about what we were doing. They like our product, they think it is innovative and want samples to share with their patients. It’s a snowball effect. It’s very rewarding to hear both professionals and parents saying the kids are improving their health and starting to brush their teeth more often.
We get a lot of feedback from parents of kids who have autism and they love it because it changes the toothbrushing routine and makes it easier for everyone at home. They are enjoying it and it is an unexpected and touching outcome. Both as a founder and a father, it is very powerful to solve this problem for many families.
We have an upcoming event in October at a beach. This event, “Fairytabs celebrates a party”, is for kids to clean up the beach, live music, and there are a lot of things for parents to do too. It’s about finding the right combination and balance of talking to both parents and kids.
Are you collaborating with other brands that have an overlap with your audience?
We work with a brand called Naïf that is famous for its sunscreen and lotions for kids. So during the summer, we launched a travel kit with them in which we included samples of our brands. Of course, we hope many more collaborations are coming up!