Kids oral care wholesale
Children’s toothpaste, toothbrushes, flossers, mouthwash and travel kits, supplied wholesale by the company that makes them in Spain. A complete kids line from one supplier, one invoice and one set of documents.
Pierrot has been making oral care in Cantabria since 1945. The children’s line is ours, not a bought-in range.
Most suppliers treat children’s oral care as one line item: a toothbrush with a cartoon on it. In retail it behaves as its own category, with its own buyer, its own shelf logic and its own regulatory paperwork. This page is what we would want to know if we were the one buying it.
Eighty years of oral care
Pierrot is the brand of Fushima S.L., in Guarnizo, Cantabria. Same company, same factory, same country of origin on every reference in the children’s line.
A complete kids block
Toothpaste, character toothbrushes, standard kids brushes, flossers, alcohol-free mouthwash and travel kits. Enough to build a children’s section, not just fill a gap.
No trading company in the middle
You buy from the company that makes the product. That matters most in this category, because the questions a children’s range raises are technical ones only the maker can answer.
The children’s range, reference by reference
Six blocks. Between them they cover the whole brushing routine of a child, from the first supervised brush to the travel kit that goes in a school bag.
| Block | What it is | Where it sells |
|---|---|---|
| Kids toothpaste | Gentle formulas made for the youngest, designed to protect against decay while respecting children’s enamel, in flavours that make daily brushing something a child will actually repeat | The anchor of the block. Pharmacy, supermarket and drugstore all list it |
| Sharky & Unicorn | Our patented character toothbrushes for kids. Fun, ergonomic designs that turn brushing into a moment a child looks forward to | The impulse purchase, and the reference that gets picked up by the child rather than the parent |
| Kids toothbrushes | Small head, soft bristles and a comfortable handle, sized for small mouths and made for safe, independent use | The everyday repeat purchase, and the one that carries multipacks |
| Dental arch for kids | Flossers with a handle adapted to small hands and shapes children recognise. Soft, strong floss for tight spaces and sensitive gums. For supervised use | Pharmacy and specialist. The category that is still under-served in most markets |
| Kids mouthwash | Alcohol-free, with mild flavours, formulated to reinforce hygiene while looking after gums and milk teeth | Sells alongside the toothpaste; rarely bought on its own |
| Dental and travel kits | Toothbrush, toothpaste and accessories in practical, safe formats made for children | Travel aisle, back-to-school, gifting and hospitality |
The full catalogue, with the adult range alongside it, is on the oral care products page.
What to check before you list a children’s line
Children’s oral care is the sub-category where a wholesale purchase most often goes wrong after the order, not before it. Six things worth settling in writing with any supplier, us included.
1. The age range printed on the pack. A children’s toothpaste is not one product: what is right for a child who has just started brushing is not what is right for a nine-year-old. Ask which age band each reference declares, and check it against how your market segments the shelf.
2. The fluoride content, per reference. This is the number that decides whether a kids toothpaste can be sold at all in a given country, and the limits differ. Ask for it in writing per reference rather than for the range as a whole, and have your regulatory contact confirm it against local rules before you commit to a first order.
3. Who owns the characters. A licensed cartoon carries a royalty and an expiry date; an own character does not. Sharky and Unicorn are ours, which means the design does not disappear from your shelf when a licence lapses.
4. The language on the pack. Children’s products are read by parents, and in this category a pack in the wrong language stops a sale more often than in any other. Agree early who supplies the translated artwork and who pays for it.
5. The unit of sale. Children’s brushes move in multipacks in some channels and singles in others. Confirm the case pack and the inner pack before you build your price, not after.
6. Continuity. A children’s block only works if the same reference is on the shelf next season. Ask how long the range has been in production and whether references are rotated.
Why the kids block decides the rest of the shelf
Buyers who treat children’s oral care as a filler category tend to lose the adult sale with it. Four reasons, all of them commercial rather than sentimental.
- It is a household purchase, not an individual one The person buying a children’s toothpaste is buying for the whole house. If your kids block is credible, the adult toothpaste in the same basket tends to come from the same brand.
- It renews faster Children’s brushes are replaced more often than adult ones, and children lose them. The repeat cycle is shorter, which is exactly what a retailer wants from a low-ticket category.
- It builds the habit that carries the brand Oral care is one of the few categories where the brand a person used as a child still means something to them at forty. That is a long payback, and it belongs to whoever holds the market.
- It is the least contested part of the aisle The big multinationals fight hardest over adult whitening and sensitivity. The children’s block is where a brand with real product and a sensible price still gets listed.
How it works with Pierrot
Four steps. The first one takes two minutes and tells you straight away whether your market is open.
- Tell us your market and your channel Through the distributor form. Pharmacy, supermarket, cash and carry, e-commerce or wholesale: the channel changes which references make sense, and it changes them more in this category than in any other.
- We check the territory We look at whether there is already active Pierrot distribution in your country. We only take applications from markets where there is none.
- Range and terms We send the children’s catalogue with the formats, and the commercial terms for your market. If your regulatory contact needs technical documentation for the registration file, that is the point at which to ask for it.
- First order and launch Most partners start with the toothpaste and the character brushes, then widen into flossers, mouthwash and kits once the block has a place on the shelf.
If you are earlier in the process than this, the guide on how to become a distributor explains what a brand will ask you for and what you should ask back.
The rest of the wholesale range
The children’s block almost never travels on its own. These are the three categories it usually ships with.
- Toothpaste wholesale Six adult formulations, from sensitivity to whitening, made in the same factory as the children’s line.
- Toothbrush wholesale Manual, electric, interdental, specialist and the eco-certified Green line.
- Mouthwash and dental floss wholesale The two categories that finish an oral care shelf.
The overview of everything we supply wholesale is on the oral care wholesale page.
Frequently asked questions
Do you supply kids toothpaste and toothbrushes wholesale?
Yes. Pierrot is the brand of Fushima S.L., which makes oral care in Guarnizo, Cantabria, Spain. We supply distributors, wholesalers and retail chains directly, and the children’s line is available as a complete block: toothpaste, character brushes, standard kids brushes, flossers, alcohol-free mouthwash and travel kits.
Can I order only the children’s range?
Most partners start with a selection rather than the whole catalogue, and a kids-first selection is a perfectly normal way in, particularly in pharmacy and in specialist retail. Tell us the channel you sell through and we will tell you which references usually work in it.
Are the characters licensed or your own?
Sharky and Unicorn are our own patented designs, not a third-party licence. In practice that means there is no royalty riding on the price and no licence expiry date that can take the reference off your shelf.
Is the children’s mouthwash alcohol-free?
Yes. The children’s mouthwash is formulated without alcohol and with mild flavours, to reinforce daily hygiene while looking after gums and milk teeth.
What fluoride content do the children’s toothpastes have?
It varies by reference and by age band, and it is the single technical point worth settling before an order rather than after: the permitted levels for children’s toothpaste are set differently from one country to another. Ask us for the figure per reference and check it with your regulatory contact for your market. We supply the technical documentation for the registration file.
Who registers the products in my country?
In most markets the distributor handles the local registration and we supply the technical documentation, formulations and certificates the file needs. Children’s references are usually the ones the health authority looks at most closely, so it is worth starting that part early.
Do you supply the travel and dental kits for hospitality?
The children’s dental and travel kits are part of the standard catalogue and are sold through the same channels as the rest of the range. If your interest is specifically hotel or airline amenity supply, say so in the form: it is a different conversation with different formats, and we will route it properly rather than sending you the retail catalogue.
How do I get prices?
Through the form on the distributors page. Prices depend on the market, the channel and the selection, so a list on its own would not tell you anything useful. Tell us the country and the channel and we will come back with the catalogue and the terms that apply to you.
Want the kids catalogue?
Tell us which market you work in and through which channel. We check whether the territory is open and send you the children’s range with the terms for your market.