09 Apr 2025
London-based oral care brand Waken (www.wakencare.com) is shaking up the industry with a major new signing: much loved TV and radio broadcaster, podcaster and number one bestselling author, Rylan. More than just a brand ambassador, Rylan Clark joins Waken as an investor and Creative Director (his first new business venture), helping the brand bring fresh energy, fun, and innovation to a category that's been long overdue for a refresh, whilst also thinking about important topics, including kids' dental health and the self esteem that's so connected to our smiles.
Waken, known for its thoughtfully designed and high-performing mouthwashes and toothpastes, has quickly become a standout challenger in the oral care space. Rylan's role will see him actively involved across the business, from new product development and marketing campaigns to retail strategy and creative direction.
Rylan has been calling in his famous friends to join the Waken revolution, with telly pals Alison Hammond, Olivia Attwood and Josie Gibson as well as legendary drag artist Tiara Skye all becoming Waken converts and taking to social media to shout about Rylan's new venture.
One of the UK's most recognisable smiles, Rylan is renowned for his brilliant teeth, and whilst he may have had some help from cosmetic dentistry, Rylan knows all too well the importance of smile confidence; Rylan comments, “My journey with my teeth over the years has been very much a love-hate relationship. Growing up, I always quite liked my teeth. I didn't have a bad smile, I had braces for a little while when I was younger, and things were fine. But as I got older, I started realising that I wanted a different type of smile. I wanted that perfect smile, the Hollywood smile. Back in 2013, I ended up having my first smile makeover, and I was really happy. But some people really had a lot to say about it. I think my teeth had their own Twitter account at one point, which was quite interesting. However, I was happy with I was happy with my smile. Fast forward to 2021, and I felt that it was time to have my smile remade over. I wanted to go a little bit more natural and a little bit smaller than the first makeover. And looking back, let's be honest, they did come around the corner before I did. I'm so glad I did, because I'm really, really happy with my smile. And the fact that I've teamed up with Waken as a shareholder and Creative Director is something I've wanted to do for such a long time. Because your smile could look amazing. Your smile could look okay. Whatever smile you've got, whether it's the teeth you were born with, or just like me, the teeth you paid for, ultimately, everyone's smile should be healthy. And that's what Waken does the best.”
Rylan comments, “There's no denying my teeth have become a bit of a trademark for me so teaming up with Waken just made perfect sense. I've been using their products for years and I'm genuinely invested in this brand, so I can't wait to see how it evolves.”
Simon Duffy, MBE, Co-Founder of Waken, & Bulldog Skincare, adds, “Rylan was always our number one choice as a collaborator. He's authentic, charismatic, and genuinely passionate about oral health, exactly what Waken stands for. With Rylan on board, we're bringing some much-needed excitement to oral care and reaching a whole new audience. We couldn't be more thrilled to have him shaping the future of the brand.”
This partnership marks a new business venture for Rylan, reflecting his confidence in Waken's innovative approach and his commitment to improving the UK's oral health. Together, they will tackle key issues like children's tooth decay and adult dental neglect through education, engaging content, and product innovation.
The partnership launches alongside a major retail push, with Waken's products available in Tesco, Waitrose, Sainsbury's, Morrisons, Boots, and Asda, as well as online via Ocado, Amazon, and wakencare.com. Expect fresh ideas, engaging campaigns, surprise Rylan appearances, and plenty of brilliant smiles.
You can see some additional product images, along with some celeb posts here. Do let me know if you would like any further imagery, samples, info or quotes.
Many thanks!
Alex
Alex Godfrey
Director, Right Hand PR
07739 804 670
About Waken
Waken's philosophy is simple: “Don't just clean. Care.” As an award-winning British oral care brand, Waken is known for its high-performance, thoughtfully designed products and amazing everyday prices. Launched in 2019 by the founders of Bulldog Skincare, Simon Duffy MBE and Rhodri Ferrier MBE, Waken was named “Most Innovative Oral Care Brand” in the Global Health & Pharma Excellence Awards in 2024.
Based in London Bridge, South London, Waken is a small team that has recently welcomed Rylan Clark as Creative Director to help deliver the company's ambitious goals to become a leading dental brand across all oral care categories.
Since launching in 2019, Waken has made impressive progress including generating £6.3m in net sales and selling 4 million units of oral care products (November 2019 to February 2025); building UK distribution to nearly 4,000 distribution points at UK retailers including Tesco, Sainsbury's, Waitrose Asda, Boots, Ocado, Amazon and www.wakencare.com; and launching international sales partnerships in Singapore, Malaysia, Korea and UAE.
Key Products
Waken Whitening Mouthwash 500ml: RRP: £6.00
Waken Whitening Mouthwash is a gentle, peroxide-free way to brighten your smile. Used twice a day for two weeks, it can help teeth appear up to five shades whiter (individual results may vary).
Waken Whitening Toothpaste 75ml: RRP: £8.00
A brightening boost for your daily routine, this toothpaste gently removes surface stains and helps teeth become up to five shades whiter when used twice a day for two weeks (individual results may vary).
Waken Advanced Care Mouthwash 500ml: RRP: £5.00
Powerful yet gentle, Waken Advanced Care Mouthwash is designed to elevate your daily routine. Made with natural peppermint and a 6-in-1 formula, it delivers clean, effective care.
Waken Advanced Care Toothpaste 75ml: RRP: £4.50
This is everyday toothpaste, upgraded. With a 6-in-1 formula and natural peppermint, Waken Advanced Care Toothpaste offers effective, no-nonsense oral care.
