Toothpaste brand cleans up with funding boost

A Midlands-based consumer health business is targeting international growth after securing fresh investment to scale a specialist personal care brand.

Gutology, founded by former radio presenter Ollie Gallant, has raised £1.8 million to expand sales of its gut-friendly toothpaste and accelerate product development. 

The funding round was backed by the Midlands Engine Investment Fund II via Mercia Ventures, alongside Active Partners and existing angel investors.

Ollie says the new funding will support partnerships with major retailers, expansion into the US and Germany, increased clinical research and the creation of five new jobs over the next year.

He said: “For decades, toothpaste has been designed to sterilise the mouth and kill bacteria, but we now know the important role that microorganisms play. 

“This funding enables us to accelerate innovation in oral care while building products that deliver performance and integrate seamlessly into daily routines.”

Rafael Joseph, investment manager at Mercia Ventures, added: “Consumers are increasingly aware of the link between the gut microbiome and overall health and are actively seeking credible alternative products. 

“Gutology has emerged as a thought leader in this space, building a strong brand that is rapidly gaining traction. 

“We were particularly attracted to the authenticity of their story and the strength of their engaged social media and podcast audience. 

“This funding will help the company accelerate its international expansion and further establish itself as a leader in its category.”  

Anna Sweetman of Active Partners, the investor behind brands including Huel, Honest Burgers and Soho House, added: “We believe Gutology is well-positioned to lead the shift towards personal care products designed to better align with the microbiome, from what we use on our bodies to what we bring into our homes, and we’re excited to support the company as it enters its next phase of growth.”

Based in Alcester, Warwickshire, Gutology, which currently employs ten people and sells direct to consumers online as well as through specialist health retailers, was launched after its founder experienced long-term digestive health issues and began exploring the link between oral health and the gut microbiome. 

Following the launch of the Gutology Podcast in 2019, the company introduced its first toothpaste product in 2024.

Designed to support the mouth’s natural microbiome, Oral Biome+ uses hydroxyapatite and parabiotic ingredients rather than disrupting oral bacteria.

It has quickly gained traction, ranking among the top ten toothpastes on Amazon UK and becoming the best-selling toothpaste at Planet Organic.

The £400 million Midlands Engine Investment Fund II, operated by the British Business Bank, provides debt finance of £25,000 to £2 million and equity investment up to £5 million to help Midlands-based small and medium-sized businesses start, grow or innovate, aiming to boost sustainable economic growth, increase early-stage funding availability and improve access to finance for firms that might otherwise miss out.

Bethan Bannister, senior investment manager at the British Business Bank, added: “We are pleased to be investing in a business like Gutology, which is leveraging its brand to support people with gut health issues in a truly distinctive way. 

“It is encouraging to see the Midlands Engine Investment Fund II backing a company that is addressing a gap in the market and delivering solutions to customers who need them the most. 

“We look forward to working with Ollie and the team and wish them every success as the business grows and expands.”

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