Flossing isn’t something most of us focus on regularly. You might not even know the recommended frequency for flossing your teeth. According to a 2015 survey by the American Academy of Periodontology (via NPR), many people would rather scrub dishes or toilets than floss. So why is the Flaus Electric Flosser receiving such positive reviews from critics? It’s worth asking entrepreneur Samantha Coxe, the founder who appeared on Shark Tank’s season 15.

Coxe’s story follows a classic Shark Tank narrative: A founder encounters a problem, searches for a solution, finds none, and creates a new or improved product. For Coxe, discovering she had 12 cavities despite regular tooth brushing prompted her to start flossing. This led her to collaborate with experts to design and patent an electric flosser that simplifies the flossing process. Imagine a traditional electric toothbrush, but with a disposable flossing pick instead of a bristled brush. That’s the basic shape of Flaus: a sleek, functional plastic wand with removable, recyclable heads.

Coxe captured the interest of three sharks after revealing her $900,000 in sales over the past year. However, she didn’t secure the $250,000 for 5% equity she initially sought. After negotiations with Candace Nelson, Kevin O’Leary, and Daymond John, she settled for 8% equity with Nelson for the quarter-million-dollar investment. This decision appears to have been beneficial.

Building a flossing fan club

Since Coxe’s episode aired in May 2024, her flossing innovation has garnered significant acclaim. A Popsugar reviewer noted that after using Flaus, her mouth “felt noticeably cleaner,” as it effectively removed debris from between teeth. She also appreciated the eco-friendly design of Flaus heads, though the mail-in recycling program wasn’t the most convenient.

In a comparison by Esquire, Flaus was praised over a similar product from Slate. The reviewer found that “Flaus outperformed in areas where Slate fell short.” The embedded bite pad was highlighted as helping the flosser to effectively navigate between hard-to-reach molars.

A CNN review described Flaus as “fun.” The reviewer, who had been using Flaus for over a year (starting before the Shark Tank episode), mentioned that Flaus has expanded its range to include white and pink models. The Flaus shop confirms that the Flaus Starter Kit comes in three colors. However, there are only two colors available for the Flaus replacement flossing heads: white and black.

This kind of feedback aligns with a 2022 review in Clinical and Experimental Dental Research, which found that powered interdental tools, when used with manual brushing, improved gingival health and patient compliance.

Leveraging a tank debut afterglow

Incorporating a Flaus into your daily oral hygiene routine could be an effective way to prevent cavities and avoid unexpected high dental bills, like those Coxe faced after her multi-cavity diagnosis. Additionally, Flaus-ing transforms flossing from a dreaded chore into a more manageable task. (Here are some common flossing mistakes everyone makes.)

Despite its popularity, you won’t find Flaus at your local retailer. As of April 2025, Flaus is only available through their website or Amazon. However, you might occasionally find special deals, such as the holiday offer featured on Nelson’s Instagram in November 2024. The post, showcasing Nelson promoting a Flaus holiday deal, indicates that she’s more than just a silent partner; she’s an active promoter.

Nelson’s support began when she and Coxe finalized their partnership in the tank. Nelson promised, “I am going to give you operational support, strategic support, [and] emotional support.” It seems Nelson has fulfilled this promise, and Flaus continues to gain momentum.