GetCheeky Expands Access to Custom Dental Protection Through Direct-to-Consumer Model

[Photo by AndreyPopov on Canva]

As more consumers look for healthcare solutions that can be managed from home, direct-to-consumer dental brands have gained traction. Among them is GetCheeky, a company focused on custom-fit oral protection and hygiene products.

The brand positions itself as a provider of professional-grade dental solutions delivered without traditional office visits, targeting individuals seeking accessible, lower-cost options for long-term oral health.

GetCheeky’s catalog centers on custom night guards, retainers, and sports guards, supported by oral care tools such as water flossers, sonic toothbrushes, whitening kits, and mouth tape.

The company reports annual revenue of approximately $4.8 million, including retail channels, with its Shopify store accounting for roughly $3.7 to $3.8 million of that total.

In addition to direct-to-consumer sales, select products are available in Walmart stores, and the company operates a dedicated UK website, signaling international reach.

Addressing Cost Barriers in Custom Dental Care

One of the primary challenges in preventive dental care is cost. Custom night guards provided through dental offices typically range from $500 to $1,500, depending on materials and region. For patients with bruxism, or chronic teeth grinding, that price can delay or prevent treatment altogether.

GetCheeky’s model focuses on reducing that financial barrier. By eliminating in-office appointments and operating online, the company offers custom-molded night guards at a lower price point while maintaining medical-grade specifications.

Its night guards are available in soft, hard, and hybrid versions to accommodate varying levels of grinding intensity. According to the company, these guards are engineered to absorb the forces associated with bruxism, which can contribute to chipped teeth, jaw pain, enamel wear, and morning headaches.

Professional organizations support the importance of custom-fit protection. The American Dental Association states, “Custom-made mouth protectors made from a dental impression provide the best fit, adaptability and efficacy.”

That emphasis on individualized fit underpins the broader market shift toward custom solutions rather than generic, over-the-counter alternatives.

To reinforce buyer confidence, GetCheeky includes a 30-day money-back guarantee with its products. The company also notes that its night guards are eligible for purchase through Health Savings Accounts and Flexible Spending Accounts, as the IRS recognizes them as tax-deductible medical expenses. This designation can further reduce out-of-pocket costs for qualifying customers.

Delivering a Fully At-Home Customization Process

Convenience remains a key driver of direct-to-consumer healthcare services. Traditional custom night guard fittings typically require at least two dental appointments: one for impressions and another for pickup. GetCheeky replaces that process with a mail-based system.

Each order includes a free at-home impression kit and a prepaid return mailer. Customers create dental molds following provided instructions and send them back for fabrication. The final custom-fit guard is generally delivered within seven to ten business days.

Dr. Mark Burhenne of Ask the Dentist has noted that “A custom-fitted night guard… will protect your teeth from enamel damage, jaw pain, broken teeth, sensitivity, and decay.” While dental professionals continue to play a critical role in diagnosis and treatment, the emergence of remote impression models reflects a broader consumer interest in streamlined care.

Those seeking detailed specifications about the company’s custom night guard can find product information directly through GetCheeky.com, where materials, thickness options, and use cases are outlined in greater detail. The site describes guards designed to be thin enough for overnight comfort while still providing structural durability.

Emphasizing Safety Standards and Professional Approval

Products worn intraorally for extended periods must meet clear safety expectations. GetCheeky states that all custom products are Latex- and BPA-free. This material transparency addresses concerns about long-term exposure to potentially harmful substances.

The company markets its guards as dentist-approved and frames its approach around professional best practices. Dental research consistently supports the benefits of properly fitted mouthguards. Dr. Reda Abdel-Fattah of the TMJ & Dental Pain Center has stated that custom sports mouthguards offer “true protection for your teeth, jaw joint (TMJ), and muscles” because they conform precisely to an individual’s bite.

Similarly, dentists at Hill Avenue Dental have observed that custom mouthguards provide enhanced protection, improved comfort, and greater durability. These findings help explain why custom fabrication remains the standard of care in clinical settings.

In contrast to generic “boil-and-bite” guards, which can feel bulky and inconsistent, custom-molded products are shaped to a user’s dental structure. GetCheeky reports that its night guards are designed to be thin and low-profile, reducing interference with sleep. For individuals managing chronic bruxism, comfort can influence adherence and long-term outcomes.

Beyond night guards, the brand’s retainers serve post-orthodontic patients seeking to prevent shifting after braces or aligner treatment. Sports guards are positioned for athletes who require impact protection during physical activity.

Expanding Into Broader Oral and Sleep Health Solutions

While custom guards remain central to its portfolio, GetCheeky has expanded into complementary oral care tools. Its water flosser features five adjustable cleaning modes and five interchangeable nozzles.

The company reports that the device is 50 percent more effective than string floss at improving gum health, reflecting research supporting water-based interdental cleaning for certain patients.

The product is fully waterproof and designed for home use. In addition, the brand offers sonic toothbrushes marketed for 99 percent plaque removal, as well as LED-based whitening kits. Some customers reportedly use custom guards as trays for whitening serums, though whitening products are sold separately.

The catalog also includes mouth tape, a product associated with sleep hygiene practices. Looking ahead, the company has indicated plans to introduce sleep apnea guards. This expansion aligns with growing public awareness around sleep-disordered breathing and its health implications.

From a market perspective, this broader portfolio positions GetCheeky at the intersection of dental protection, cosmetic maintenance, and sleep-related wellness. The brand’s mission, as described in its materials, is to provide affordable, professional-grade dental solutions that help customers maintain their smiles and sleep more comfortably.

Conclusion

The rise of direct-to-consumer dental brands reflects changing consumer expectations around access, cost, and convenience. GetCheeky represents one example of this shift, offering custom-fit night guards, retainers, sports guards, and oral hygiene tools through an at-home model. With reported annual revenue approaching $4.8 million and retail placement in Walmart stores, the company has moved beyond a purely niche online presence.

By emphasizing affordability, HSA and FSA eligibility, material safety, and professional endorsement of custom-fit protection, the brand addresses several barriers that have historically limited preventive dental care.

As it expands into sleep-related products and continues international operations through its UK site, GetCheeky appears positioned to participate in the evolving landscape of consumer-managed oral health solutions.