Slate Dental Inc., the Spokane-based developer of a patented electric flosser, eclipsed $1 million in gross sales last year and has already passed that mark in 2024. The goal, according to CEO Brynn Snyder, is to reach $3 million by year-end.

The key, Snyder says, will be sustaining the supply chain and production out of the Philippines to keep up with the growing demand.

“The factory can only produce so many units a day,” she says.

Brynn and her husband Dr. Danny Snyder, a local dentist, kickstarted the innovative plaque-fighting flosser—roughly the size of a sleek electric toothbrush—in October 2021. The product hit the market the following November. The company’s tag line is “The Future of Floss.”

“We’re helping people do a single task that has been so difficult,” says Brynn. “We all know we need to floss but how do we help people get there?”

Danny came up with the idea after a rudimentary experiment that combined a handle flosser and electronic toothbrush.

“I could see the benefits right away,” he says. “I thought someone has to have invented this already.”

Since that early version of the flosser, he has developed it into a device that produces 12,000 sonic vibrations a minute with a floss head that features silicon bristles. A tongue scraper and “gum sweeps” on either side are also part of the buildout as is a separate attachment for those with braces. Cost of the basic unit starts at $79. Slate Dental has secured one U.S. patent with another pending.

The introduction of the product through online retail giant Amazon.com Inc. last September translated into what Brynn calls “huge growth for us.” The trend has continued this spring with sales in May ringing in 32% higher than the previous month while one weekend in June set a Slate sales record, surpassing the company’s goal by 30%.

“We were projecting a 5% to 10% growth rate, now it’s looking like we’ll double or triple that,” Brynn says.

Spokane Periodontics & Implants is one business that has promoted the Slate flosser with positive results. Office Manager Tarah Zimmerman says patients who struggle with traditional flossing appreciate the user-friendly difference even if they are apprehensive at first.

“Patients are surprised they like it,” Zimmerman says. “We recommend it to our patients for a variety of reasons. We’ve seen a real reduction in inflammation with the patients who use it.”

Slate Dental was featured on the national stage last fall when Guy Raz, host of the National Public Radio podcast “How I Built This,” reached out to the Snyders after they sent him some complimentary flossers.

“I never expected to hear anything back,” says Danny. “But 1 1/2 weeks after we sent the flossers, Guy Raz called me on the phone. He was super gracious and nice. We were too small for “How I Built This,” but he mentioned a new advice line segment that could be a good fit.”

The 22-minute spot provided a rare opportunity to promote the flosser and its health benefits to a national audience.

“It gave us the ability to communicate quickly and effectively how gum disease is tied to conditions like dementia, Alzheimer’s, and heart disease,” Brynn says.

While the Snyders got Slate Dental off the ground, the employee roster has been growing over the past year. In February, Slate brought on marketing strategist Caroline Schibel, previously the director of marketing and communications for Habitat for Humanity-Spokane.

“Caroline has really helped us hone in our mission when it comes to communicating with people,” Brynn says.

The Snyders plan to add an executive assistant and graphic artist in the next three months.

Danny is now in his ninth year as a dentist and practices at Dr. C Family Dentistry, in Airway Heights. He sold his own practice on the South Hill in 2022 to devote more time to Slate Dental but has since turned the administrative reins over to Brynn, who has a background in product design and experience running several businesses.

“Brynn is an incredible CEO and operator,” he says.

Slate hopes to open a warehouse in January, a replacement for the family garage on the South Hill that currently serves as storage headquarters. The Snyders are planning to transition production operations to Taiwan, and the next advancement in the Slate flosser will be a rechargeable model. The current model runs on two AA batteries, which last about six months with normal use.

Word is spreading about Slate Dental’s signature product—on big stages. In May, Men’s Health named it Best Flossing Tool as part of its annual Grooming Awards. In February, Dental Product Report called the Slate flosser “a new, easy, effective way to implement flossing into your daily routine.” A January review in Inside Hook described how the flosser “will simplify your hygiene routine.”

Other mentions of the flosser have found their way into Spa & Beauty, Very Well Health, and Life & Style, among other media.

Support from the local startup network has been a catalyst for growth, the Snyders say. Former Spokane Mayor David Condon, whose dad was a dentist, referred the couple to Tom Simpson, CEO of Ignite Northwest, president of the Spokane Angel Alliance, and managing member of the Kick-Start Seed Fund.

“We feel very lucky to be in Spokane and be supported by the startup community,” Brynn says. “We’ve seen so many advantages to living here.”