Dave Dama and the AquaSonic Black Series Ultra Whitening toothbrush.
Dave Dama, co-founder and CEO of AquaSonic, and co-founder and president of Pure Daily Care, launched Pure Daily Care, which offers a range of professional-grade skincare and beauty/wellness devices for at-home use, including the best-selling NuDerma High Frequency Wand and NanoSteamer devices, and has also launched the AquaSonic oral care brand and the AquaSonic Black Series Ultra Whitening Toothbrush, which has amassed nearly 120,000 reviews on Amazon. Onyx Global Group, the parent company of both brands, was founded in 2011 by Dama and Arsalan Rahbarpoor.
Dama realized early on that he could build brands on Amazon first. “Ten years ago, Amazon was a dirty word,” he said. “A brand would set up shop on Amazon as a last resort. After experimenting with Amazon for a year, I very quickly realized that you can build a brand on Amazon first. We kind of flipped the model on its head where people went from looking at Amazon last to realizing that we could very quickly build products and brands through reviews on Amazon and scale much quicker than a traditional brand would. It really flipped the model on its head.”
AquaSonic has become the third-largest electric toothbrush brand online behind Oral B and Philips Sonicare. “Our focus is really just scaling that brand because the market is growing very quickly,” Dama said. “The electric toothbrush market is set to double in the next five years. Only 42% of people use an electric toothbrush and it’s expected to grow very quickly. We want to capture a lot of that market. Retail expansion is our next big frontier. We’re in talks with all the major brick and mortar players for expansion in 2026.
“Rahbarpoor has been leading these retail efforts, working to secure key partnerships and establish AquaSonic as a household name beyond e-commerce,” Dama added.
Dama was a one man show until Jonathan Cohen, chief marketing officer, joined the company in 2021. “I was responsible for sourcing, branding, customer service, shipping and logistics,” Dama said. “Starting out when we received our first container it was me and a couple guys unloading it until we very quickly reached high sales and I just couldn’t do it on my own anymore.”
Pure Daily Care is working on a range of professional-grade skincare and offers beauty/wellness devices for at-home use, enabling consumers to “bring the spa home.” The brand’s hero NuDerma High Frequency Wand went viral on TikTok. Other product lines include the NanoSteamer Ionic facial steamer, Luma LED Light facial masks and aromatherapy oil diffusers.
The brand has extended several product lines to include professional-grade models that offer aestheticians a high-quality, portable device that is preferable to the large, nonportable desktop models they have traditionally had to use.
The at-home beauty and personal care space continues to evolve as consumers become more educated about skincare, in part thanks to online beauty influencers/educators. Trends like the “skinification” of makeup and increased interest in multifunctional skincare devices are also driving category sales.
“I had to beg Jon to join us,” Dama said. “He comes out of luxury skin care having worked with Lancer Skincare and Dermologica. I got to sit in front of him, and say, ‘I sell my stuff on Amazon.’ He almost just looked at me sideways, and I said, ‘This is the future.’”
“I brought Jon on board initially to help me develop skin care products, topical skin lotions to go with our bestelling devices and he was very hesitant. ‘I come from Lancer and Dermologica, why would I help some guy sitting behind a computer selling products on Amazon?’ he said. It was hard, but I convinced him. We’ve more than tripled the business.”
Pure Daily Care experienced explosive growth during the Covid-19 pandemic when beauty routines shifted to in-home versus going to a doctor’s office or spa. Dama was ready to take advantage of all of that. “The trend just stayed there,” he said. “When Covid was gone, people had just gotten used to doing their routines at home.”
Consumers have also gotten used to taking better care of their teeth, Dama said, noting that the next big thing in oral care is water flossers. “That’s a category where we’re making big strides,” he added. “We were able to grow sales 150% last year. That in its own right has become an eight-figure sales target for us. Beyond just specific product lines, it’s being known for real brands. With AquaSonic, anybody that brushes their teeth is a potential customer of ours. It’s really moving into physical retail and becoming a real national player and household name.”