Planet B brings Dutch oral care brand Smyle to Belgium

Planet B, the group behind the sustainable personal care brand Wondr and the cleaning brand Powr, is set to distribute a brand it did not develop itself for the first time. The startup will receive the exclusive Belgian distribution rights for the Dutch oral care brand Smyle. This collaboration marks the launch of a broader partner program.

From competitor to partner

According to Planet B, the two companies are closely aligned in terms of their core values. “Smyle’s mission to make oral care better, healthier, and more fun is fully in line with what we at Planet B want to achieve,” says co-founder Tibbe Verschaffel. He notes that Planet B and Smyle have been exchanging knowledge and ideas for years. “Joining forces for the Belgian market was therefore the logical next step.”