Stockholm-based oral-care and personal-care brand founded in 2013 by dentist Noel Abdayem, best known for the Humble Brush bamboo toothbrush — sold in more than 40,000 stores and dental clinics worldwide. Present in Portugal through Fancystage, Unipessoal, Lda.
The Humble Co. was started in 2013 by Noel Abdayem, a dentist who returned from volunteer work in Jamaica convinced that everyday oral care could be made planet-friendly and socially useful. From its base in the Stockholm area the company has built a range spanning bamboo toothbrushes, toothpaste, dental floss, cotton swabs and accessories — vegan, biodegradable where possible, and now sold in more than 40,000 stores and dental clinics worldwide, with over 60 million products sold.
In Portugal the brand operates through Fancystage, Unipessoal, Lda, its local entity listed in the Luso-Swedish Chamber of Commerce’s catalogue of Swedish investments in Portugal. Each Humble Brush sold funds oral care for a child in need through the company’s Humble Smile Foundation, which has supported projects in around 50 countries.
Swedish FMCG challenger brands typically enter Portugal through distributors; a registered local entity signals the pharmacy and grocery shelf is being worked as a strategic market, not an afterthought.
Fractio helps Nordic brands and industrial groups build local presence and supplier relationships in Portugal.
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