Oral care challenger Waken has signed up TV and radio presenter Rylan Clark as creative director, brand ambassador and investor.
The partnership marked a new business venture for Clark, said Waken, “reflecting his confidence in Waken’s innovative approach and his commitment to improving the UK’s oral health”.
It will see the former X Factor contestant, known for his gleaming white teeth, actively involved across the London business – from new product development and marketing to retail strategy and creative direction.
“There’s no denying my teeth have become a bit of a trademark for me. So, teaming up with Waken just made perfect sense,” Clark said. “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.”
Clark had always been “our number one choice as a collaborator”, added Simon Duffy, Waken co-founder. “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.”
The partnership comes as Waken rolls out new-look packaging for its mouthwashes and toothpastes across Tesco, Sainsbury’s, Asda, Morrisons and Boots, well as Ocado and Amazon. Pastels have been axed as the packs’ chief colours in favour of white with a coloured logo, which has switched from horizontal to vertical.
It follows a successful crowdfunding round in late 2024, that saw Waken raise £950k – £200k above its original target. The cash would be put spent on marketing, NPD and growing the brand’s team, said Duffy.
He launched the brand in 2019 with fellow Bulldog Skincare co-founder Rhodri Ferrier. It has since generated £6.3m in net sales and shifted four million units.
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