About usmile
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About usmile

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About usmile:

usmile, a comprehensive oral care brand under Guangzhou Stars Pulse Co., Ltd., advocates caring for oral health like skin, and helps users achieve ultimate cleanliness and a confident smile through scientific oral care solutions. The brand mission is to improve the oral health of everyone and protect their confident smile.

usmile is the only  brand that has won 13 international design awards. Since 2016, it has won the German reddot Award, German IF Design Award, Taiwan Golden Dot Design Award, China Red Star Design Award, Japan Good Design Award, International CMF Design Award, Good Contemporary Design Award, etc.

usmile is one of the main authors of China's first group standard for electric toothbrushes organized and published by the China Household Electrical Appliances Association. usmile's patent on the swing test method for electric toothbrushes is included in the standard document and becomes the recommended test method.


Brand Culture:


Brand positioning: comprehensive oral care brand

Brand concept: care for the oral health like skin

Brand mission: to improve everyone's oral health, to protect every confident smile


Definition of oral care:

Three stages of development

Primary stage: meet the basic needs of tooth cleaning

Growth stage: Pursue advanced care for oral health

Maturity stage: Realize the improvement of personal image beauty


Three oral care steps:

Step 1 Removal of residue between teeth

Step 2 Thoroughly clean the tooth surface

Step 3 Fresh breath maintenance

Brand Power:

usmile is the only electric toothbrush brand that has won 13 international design awards.

In December 2016, the Y1 Roman column sonic electric toothbrush was launched in mainland China, which quickly swept social networks and became a classic hit. It has been chosen by more than 3 million people so far, and its GMV far exceeds 1 billion yuan.

In 2019, usmile was awarded the title of China High-tech Enterprise by the Guangdong Provincial Government.

In November 2019, usmile has become one of the main authors of China's first group standard for electric toothbrushes organized and published by the China Household Electrical Appliances Association. usmile's patent on the swing test method for electric toothbrushes has been included in the standard document and has become a recommended test method.

In the first half of 2020, sales on the Tmall platform surpassed Oral B, comparable to Philips in China mainland.

During 11. 11 in 2020, sales exceeded 100 million yuan, becoming the first China’s own electric toothbrush brand to exceed 100 million yuan, ranking first in the sales list of emerging oral care brands, and being selected as one of the top 10 new brands on Tmall in 2020.

In 2021, usmile will enter more than 5,000 offline stores in China mainland, and establish cooperation with Watsons, OLE, Ito Yanghuatang, Sanya Duty Free and other high-quality offline channels.

Brand Events:

In December 2018, usmile and Artand, an art social platform, launched the "Holding Art in Hands" project to support young Chinese female artists. 

In October 2019, usmile, as the only representative of the electric toothbrush industry, was invited to participate in the "China-France Joint New Product Incubation" event jointly initiated by Alibaba Group and Bonjourbrand (China-France Joint New Product Collection). And with the LVMH group designer Nathalie Sokierka co-designed the usmile high-end limited edition electric toothbrush and fashionable bucket bag, appearing in the Pompidou Art Center, the highest hall of modern and contemporary art in the world, giving the world a new understanding of Chinese brands.

In December 2019, usmile teamed up with Dr. Chen Qi, a member of the Royal Edinburgh Orthodontics Association and member of the World Orthodontics (WFO) Federation, to launch a lecture on "Love Tooth and Protect Your Teeth", to popularize dental care knowledge to users in easy-to-understand language. Enhance the concept of oral health among young users.

In June 2020, in collaboration with the Metropolitan Museum of Art, the Monet and Van Gogh master series were launched. The new "Van Gogh Green" was sold out on the first day of 618. Through IP co-branding, more cultural connotations and emotional value are given to products.

In September 2020, in cooperation with Honor, launched a new smart product "Starlight Brush", implanted with HiLink chip, and optimized the user's brushing method through visual guidance. Technological innovation has given consumers a more comprehensive tooth brushing experience and services, and has also brought more possibilities to electric toothbrushes.