Flaus, a DTC oral beauty brand revolutionizing oral care with its inaugural product—the award-winning, first-of-its-kind electric flosser—is proud to announce that, after conducting a clinical study titled “The Evaluation of Interdental Plaque Removal Efficacy of Flaus® Electric Flosser Compared to Brushing Alone and String Floss,” by J. Milleman, K. Milleman, S. Santos, A. Yoder, T. Grahovac, K. Wills, and T. Eads of SLS Clinical Research Consulting, it has been clinically proven to remove more than seven times more plaque between teeth when compared to ADA-approved, traditional string floss. Flaus is the only clinically backed electric flosser on the market.
The study concluded that using Flaus in addition to brushing for two minutes with a standard manual toothbrush resulted in significantly greater plaque removal between teeth:
- Flaus removed 7.74 times more plaque than the leading ADA-accepted string floss, making it more effective than regular string floss.
- Flaus removed 10.5 times more plaque than brushing alone.
“When we built Flaus, clinical validation wasn’t optional—it was everything,” explained Flaus Founder and CEO, Samantha Coxe. “Being the only clinically backed electric flosser on the market hasn’t just differentiated us; it has forced an industry to answer a question it had been avoiding for decades: why haven’t we held flossing to the same standard as brushing? We didn’t just build a better product. We raised the bar—and now there’s no going back.”
The objective of the study was to evaluate the plaque removal efficacy of flossing at night using Flaus versus traditional string floss—both while still using a manual soft toothbrush—compared to brushing alone. The clinical study was conducted by SLS Clinical Research Consulting at Salus Research in Fort Wayne, Indiana. Key components of the study are outlined below.
Notable conclusions also showed that string floss plus manual toothbrushing did not differ significantly from manual toothbrushing alone in removing plaque. Brushing with a standard manual toothbrush alone did not remove clinically significant levels of plaque. String floss plus manual toothbrushing did not provide any plaque removal benefit beyond brushing alone.
Compared to pre-brushing plaque scores, proximal (between-teeth) surface reductions were:
- Flaus + Manual Toothbrushing: 37.4%
- Traditional String Floss + Manual Toothbrushing: 4.3%
- Manual Toothbrushing Only: 3.3%
Flossing has long been tied to outcomes far beyond oral health—from heart disease and diabetes to Alzheimer’s and dementia. Yet 60% of Americans don’t floss regularly, 30% don’t floss at all, and 27% of those who say they do admit they’re not being truthful. Compliance—not knowledge—has always been the problem.
The Flaus electric flosser was designed to solve exactly that. Its 18,000 sonic vibrations per minute, ergonomic silicone handle, and 60-second routine have driven a 90% compliance rate among customers—compared to the near-universal avoidance of string floss. The clinical data now confirms that the tool driving compliance is also the tool actually removing plaque.
The device was also built with accessibility at its core. For people managing arthritis, stroke recovery, cerebral palsy, or limb differences—who often find traditional string flossing unrealistic—Flaus offers a clinically effective alternative. The packaging incorporates Braille. The one-button design and ergonomic handle make it possible to reach back molars without requiring fine motor precision.
Details of proximal plaque removal are provided in Table 1 above. The plaque removal effect on other tooth surfaces, such as the gumline and whole mouth (all tooth surfaces), is presented in Table 1.
Key components of the study:
- The study received ethics board approval and included three 48-hour “practice” periods to allow participants to become familiar with the flossing and brushing routines.
- Each practice period was followed by three single-use floss-and-brush visits to the research site.
- Participants qualified for the study if they had at least 20 natural teeth with scorable proximal surfaces.
- Before each visit, they refrained from oral hygiene for approximately 8–12 hours and avoided eating for 4 hours.
- At each visit, their teeth were disclosed with a red plaque-disclosing solution and evaluated for supragingival plaque according to the Rustogi Modification of the Navy Plaque Index (RMNPI).
- Participants were enrolled if they had a mean proximal RMNPI score ≥ 0.5 and agreed to use dental floss products as instructed.
- During the first 2-day acclimation period after the screening visit, participants used their first assigned floss-brush regimen. If assigned to a floss product, they used it each evening before brushing.
- At Visit 2 (Period 1 Single-Use Visit), participants received an oral exam, and their teeth were assessed for supragingival plaque levels.
- After the pre-cleaning plaque assessment, participants flossed their entire dentition (if assigned to a flossing routine) and then brushed with the ADA-accepted manual toothbrush and fluoride toothpaste.
- The procedures were performed in front of a wall-mounted mirror under the supervision of a dental hygienist.
- Participants received a post-cleaning plaque assessment and returned 48 hours later for the next floss/brush regimen evaluation.
- Following a 2-day acclimation period with their assigned product regimen, participants received the same procedures at Period 2 (Visit 3) and Period 3 (Visit 4).
To read this study, please visit: https://cdn.shopify.com/s/files/1/0529/8202/2332/files/Flaus_Electric_Flosser_Clinical_Trial_Results.pdf?v=1771378307
ABOUT FLAUS
Flaus (pronounced “Fl-ow-s,” rhyming with “house”) is a DTC oral beauty brand revolutionizing oral care with the world’s best electric flosser—the “electric toothbrush of flossing.” We all know self-care is important, and we spend time on everything around our teeth, but we don’t give our teeth the same intentional care as we do the rest of our face. A toothbrush only cleans 60% of your teeth; the other 40% requires flossing. Flossing has major implications for overall health, from heart and brain health to blood sugars. Not flossing has been tied to acne, oral cancer, diabetes, heart disease, dementia, and Alzheimer’s.
Flaus was created with people and the planet in mind and is recognized as a certified Public Benefit Corp operating responsibly and sustainably, focused on generating both social and public good. Flaus’ floss heads are made with recyclable plastic and use 30% less plastic than typical dental picks. With more than 3 million miles of floss ending up in landfills annually, Flaus offers a free recycling program for used floss heads to address sustainability at the core of the oral care market.
Flaus sold out five times in its first 12 months and now comes in three colors: black, white, and pink, as well as matching travel cases and mirror mounts. Flaus was featured on the Season 15 finale of ABC’s “Shark Tank,” leading to a bidding war and ultimately a deal with guest Shark Candace Nelson. It was selected as one of Oprah’s Favorite Things 2025 and won TIME’s Best Inventions and Fast Company’s World Changing Ideas. Flaus is on a mission to help people keep their teeth for life by transforming flossing from a dreadful chore into a delightful ritual. After all, your smile is your greatest asset.
For more information about Flaus, please visit www.goflaus.com and follow us on Instagram @goflaus.
ABOUT THE FOUNDER, SAMANTHA COXE
Flaus is female-owned and operated. Samantha Coxe, creator of Flaus, revolutionized oral care by inventing the world’s first electric flosser. After struggling with traditional flossing and facing 10 cavities during a dental visit, she realized the need for innovation. Drawing inspiration from her electric toothbrush experience, Coxe left her successful career as a mergers and acquisitions lawyer at Skadden, Arps to develop the first electric flosser. Named one of Inc.’s Top 250 Female Founders, Coxe holds a Doctor of Law degree from NYU, attended USC for undergrad, and currently lives in New York City.
