Evidence Based Dental Product
Smile Care Made Easy
Clinical Grade Oral Care
Oral Health for the Whole Family
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The story behind
Every Smile
Born in an orthodontic chair. Built for the whole family.
On a mission to make South Africa smile.
Who we are
Your smile is the best thing about you.
It's how we share happiness, connect with others and face the world with confidence.
We think everyone deserves the tools to care for theirs — properly.
It started with braces
Go Oral Care was born inside Hugo Orthodontics, one of South Africa's largest orthodontic practices, based in Johannesburg. Day after day, we watched patients do their best to care for their smiles and struggle. Brackets, wires and aligners make brushing and flossing genuinely hard, and the standard supermarket aisle simply wasn't cutting it.
So we did something about it. We began sourcing and stocking the clinical-grade, innovative oral health products our patients actually needed: the brushes, flossers, pastes and whitening systems we'd recommend to our own families.
What started as a shelf in a practice became a brand. Today, the Go range is stocked in more than 10 dental practices around the country as part of the rapidly growing Smileway group.
Every product we sell earns its place the same way: it has to be clinical grade, evidence-based, and good enough for our own patients.
How a Johannesburg orthodontic practice grew into a national oral wellness brand:
From practice to movement
The Problem
At Hugo Orthodontics, we saw patients with braces struggling to keep their smiles healthy with ordinary oral care products.
The shelf
We started stocking a curated range of clinical-grade, innovative products to help our patients care for their smiles at home.
The brand
Demand grew beyond braces. Go Oral Care launched to bring evidence-based oral care to the whole family, online and in practice.
The movement
The Go range is now in 10+ dental practices nationwide through the fast-growing Smileway group — and we're just getting started.
Why it matters
Oral health is health
A quiet revolution is underway. Around the world, people are waking up to what dentistry has known for years: the health of your mouth is deeply connected to the health of your whole body — your heart, your sleep, your confidence, your wellbeing. We're proud to be part of the oral wellness movement, helping families treat smile care as self care.
What we stand for
Inclusivity
Oral care for the whole family: every age, every stage, every smile. From first teeth to braces, aligners and beyond.
Innovation
We hunt down the smartest oral care products in the world: sonic brushes, water flossers, home whitening — and bring them to you.
Clinical Excellence
Everything we stock is clinical grade and backed by evidence, chosen by dental professionals, not marketing departments.
Fun
Nobody looks forward to flossing. We're changing that — with products, colours and characters that make smile care something to smile about.
Smile Care Is Self Care
Free Delivery for Orders over R600
Join the smile movement
Shop our exclusive collections of toothbrushes, toothpastes, effective home whitening solutions and more — the widest range of premium oral care products for the whole family.
Oral health IS health
The health of your mouth is deeply connected to the health of your whole body — your heart, your sleep, your confidence, your wellbeing. We're proud to be part of the oral wellness movement, helping families treat smile care as self care.
In collaboration with Smileway
The health of your mouth is deeply connected to the health of your whole body — your heart, your sleep, your confidence, your wellbeing. We're proud to be part of the oral wellness movement, helping families treat smile care as self care.
In collaboration with Smileway
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