frsh is a modern, fluoride-free oral care brand focused on making dental hygiene enjoyable, relevant, and health-conscious. To build its online presence, frsh partnered with R17 Ventures AG to deliver an organic social strategy centred around education, lifestyle-led content, and a playful tone.

By simplifying oral care tips, showcasing product benefits (e.g. sensitivity relief and enamel protection), and using relatable visuals, frsh positioned itself as a trusted and approachable brand. The content also highlighted how frsh fits into a broader wellness routine, helping followers connect oral care to a healthy lifestyle. Engagement initiatives, including a year’s supply giveaway and interactive stories, helped expand its reach and deepen audience interaction.

Over six months, this approach led to a 2,300% increase in social followers and created an engaged community actively discussing fluoride-free dental care and sharing their own experiences, turning frsh into a lifestyle-led authority within the category.