Introduction
In a world dominated by corporate giants, Bite stands out as a disruptor in the oral care industry. Founded by Lindsay McCormick, Bite has grown from a small startup into a multimillion-dollar business that challenges the status quo. By reimagining everyday products like toothpaste, Bite has carved out a unique space in the market, offering consumers an innovative, eco-friendly alternative that doesn’t compromise on quality or effectiveness. This blog will explore how Bite has transformed from a kitchen experiment into a leading brand, its journey to B Corp certification, and its vision for the future of oral care.
How Bite Began
Lindsay McCormick’s journey to founding Bite was anything but conventional. As a former surf and snowboard instructor and a TV producer, Lindsay was always deeply connected to nature. Her passion for the environment became the catalyst for Bite when she noticed the increasing amount of plastic waste in the ocean during her surf sessions. In article by Rheana Murray, Lindsay stated, “I kept throwing out these little toothpaste tubes,” she recalls, “and I was like, OK, I need to come up with a solution, because I’m creating all this plastic waste, and this is not something that I want to be a part of.”
Driven by her frustration with plastic waste and the lack of sustainable alternatives, Lindsay began experimenting with making toothpaste bits at home. What started as a hobby soon evolved into a mission-driven business. She took online chemistry classes, spoke with dentists, and experimented with raw ingredients until she developed a viable product. “I started to buy all these raw ingredients and experiment with them at home until I was able to press a tablet. That’s a whole different thing — it’s an actual science.”
Bite’s Core Mission and Values
At the heart of Bite is a commitment to sustainability and ethical business practices. The company’s mission is to eliminate plastic waste from the personal care products we use every day. Bite’s products are not only plastic-free but also made with clean, safe ingredients. As Lindsay puts it, “I took cheap fillers, harsh chemicals, and artificial dyes and flavors out of our products and left only the good to ensure the wellbeing and health of our customers.”
Bite’s core values are centered around doing no harm, being obsessed with quality, and making a positive impact on the planet. The company believes in using only recyclable, biodegradable, or compostable materials to minimize its environmental footprint. “We believe the earth is not ours to keep, but to protect for future generations.” To learn more about the importance of eco-friendly practices, read our article on Why Sustainable Packaging Matters for Your Business.
The Journey to B Corp Certification
In 2022, Bite took its commitment to sustainability to the next level by becoming a Certified B Corporation. This certification is a testament to the company’s dedication to balancing profit with purpose. As a B Corp, Bite was assessed on its performance in five key areas: Governance, Workers, Community, Environment, and Customers. The rigorous assessment process validated Bite’s efforts to uphold the highest social and environmental standards.
“B Corps are businesses that prioritize their purpose, not just their profit — which is exactly what we do at Bite.” Achieving B Corp status has solidified Bite’s role as a leader in sustainable business practices, and it continues to push the boundaries of what’s possible in the oral care industry.
Bite’s Highlights
2022 was a landmark year for Bite, marked by several key achievements. The company introduced new products like mouthwash bits and teeth-whitening kits, all designed with sustainability in mind. Bite’s impact on the environment was significant, with over 74,000 pounds of plastic waste diverted from landfills and 100% of its carbon emissions offset through Carbonfund.
The company also maintained a strong commitment to its employees and community. In 2022, 100% of Bite’s employees were paid an individual living wage, and the company reported a 100% employee satisfaction rate. “Our workers are the core of everything we do at Bite — they inspire us and bring unmatched innovation, creativity, and ambition to our company.”
Overcoming Challenges and the Shark Tank Experience
One of the defining moments in Bite’s journey was its appearance on “Shark Tank”. Lindsay and her co-founder had the opportunity to negotiate with some of the biggest names in business, but ultimately, they chose to turn down the offers. “We had to walk away. Looking back, that was definitely the right call.” This decision allowed Bite to stay true to its mission and continue growing the business on its own terms.
Bite’s success is a testament to the power of bootstrapping and staying true to your values. The company was built from the ground up with just $6,000 in savings and has since grown into an eight-figure business. “We’re customer-funded. Everyone who buys our products, they’re funding our innovation for new products, they’re paying our salaries”.
Looking Ahead – The Future of Oral Care
As Bite looks to the future, the company remains committed to leading the oral care industry toward a more sustainable and responsible future. Lindsay believes that toothpaste tablets could eventually replace traditional toothpaste tubes, reducing the massive amount of plastic waste generated by the industry. “I absolutely think that. I don’t think every person is going to be a Bite customer — that’s not even the point. Since we’ve started, the big toothpaste companies are now coming out with their own toothpaste tablets. It’s so exciting because it means that they understand the market and they will help make it more accessible”.
Bite’s vision for the future includes expanding its product line, continuing to innovate, and reaching more customers worldwide. The company’s dedication to sustainability and ethical practices will undoubtedly continue to drive its success and inspire others to follow suit.
Takeaway
Bite is more than just a brand; it’s a movement towards a more sustainable and responsible future. Through its innovative products, commitment to ethical practices, and relentless focus on reducing plastic waste, Bite is transforming the oral care industry one bite at a time. As we look ahead, Bite’s journey serves as a powerful reminder that small changes can lead to big impacts, and that businesses can be a force for good in the world.
FAQs
How do Bite toothpaste bits work?
Bite toothpaste bits are a plastic-free alternative to traditional toothpaste. To use them, simply pop a bit in your mouth, bite down to crush it, and then brush your teeth with a wet toothbrush. The water activates a foaming agent, giving you the same clean feeling as regular toothpaste, but without the wasteful packaging. For insights on how custom packaging can elevate your brand, explore How Startups Can Benefit from Custom Packaging.
What makes Bite products eco-friendly?
Bite products are designed with sustainability in mind. They are made with clean, safe ingredients and packaged in recyclable and reusable materials like glass jars. Additionally, Bite uses compostable refill pouches to minimize waste and reduce the environmental impact of its products.
Why did Bite turn down offers on “Shark Tank”?
During their appearance on “Shark Tank”, Bite’s founders received offers from Mark Cuban and Kevin O’Leary. However, they chose to turn them down because the offers didn’t align with their vision for the company. Lindsay McCormick and her co-founder wanted to maintain control over Bite’s mission-driven approach, and felt that walking away was the best decision for the brand’s future.
What is Bite’s B Corp Certification, and why does it matter?
Bite became a Certified B Corporation in 2022, which means the company meets the highest standards of social and environmental performance, accountability, and transparency. This certification is important because it demonstrates Bite’s commitment to balancing profit with purpose, ensuring that the company continues to operate ethically and sustainably.
Featured Image Credit: Bite Toothpaste Bits
