Swishables, a new-age oral care startup focused on portability and everyday convenience, has raised close to seven figures in a seed funding round backed by a mix of consumer brand builders, operators and institutional capital. The investor group includes entrepreneur Jason Cohen, DTC strategist Nik Sharma, food brand founder Ben Soffer, media personality Claudia Oshry, and Aurum Partners, a family office associated with the San Francisco 49ers.
Founded by Gulshan Kumar and Harry Meng, both former executives at sustainable bottled water brand PATH Water, Swishables is rethinking how consumers approach oral hygiene outside the home. The company’s core product is a compact, pre-filled liquid mouthwash rinse designed to fit easily into a pocket, bag or carry-on, eliminating the need for bulky bottles or access to a sink. The format is aimed at consumers who travel frequently, commute long hours or spend most of their day away from home.
The funding will be used to scale distribution, deepen retail partnerships and support upcoming launches across travel, convenience and digital commerce channels. Swishables is already listed online at Target and has established a strong presence in travel retail, with availability across 22 major US airports through operators such as OTG and WH Smith. This footprint positions the brand at high-traffic touchpoints where demand for hygiene and freshness products is consistently high.
The company is now preparing to expand its reach further in early 2026 through new partnerships with JetBlue Airlines, rapid delivery platform Gopuff and Kroger’s online wellness marketplace, Vitacost. These tie-ups are expected to strengthen Swishables’ access to both in-transit consumers and at-home shoppers looking for functional personal care products.
With rising awareness around personal hygiene and increasing demand for travel-friendly essentials, Swishables is positioning itself at the intersection of oral care, convenience and lifestyle. The startup’s early traction across airports and national retailers highlights growing consumer appetite for solutions that adapt to modern, mobile routines rather than traditional bathroom-bound habits.
