Eco-conscious oral care brand Cocofloss is rebranding.
The Californian label has switched its name to Cocolab in a bid to capture the breadth of what the brand has become.
Launched in 2015 by sisters Dr Chrystle Cu, a preventative dentist, and Catherine Cu, a financial analyst, the brand is best known for its fragrant, coconut oil-infused dental floss.
But it has since expanded its offering with products including Cocobrush toothbrush and Cocoshine toothpaste.
According to the brand, the name Cocolab better reflects its commitment to innovation, with everything it creates being lab-tested and dentist-approved.
In a LinkedIn post, Cocolab said: “Over the years, we have expanded into a full suite of oral care designed for people and the planet – from toothbrushes and toothpaste to our reusable kids flosser.”
The post continued to explain that ‘coco’ comes from the founders’ love for all things coconut.
“Growing up in a Filipino-Chinese-American family, coconut treats were always a part of their lives, and coconut oil is key in many of our products.
“‘Coco’ has always been a non-negotiable, so we kept it in the name.”
The oral care player has a history of conscious innovation.
It has offered refill spools since 2019 and in 2021, it switched to a thread woven with up to 85% recycled polyester, sourced from post-consumer PET water bottles.
And it is just the latest in a roster of brands shaking up their identity in recent months.
Last year, British brand Haeckels rebranded as ‘the brand with no name’ to shake off its association with scientist Ernst Haeckel.
While Skin and Tan was unveiled as the new name for the tanning label formerly known as Skinny Tan in January.