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MAYWOOD, N.J. — MKJ Brands is a diverse consumer packaged goods company specializing in health, beauty, wellness and personal care products.
It was founded in 2008 by industry expert Mark Stanford, who brings over 30 years in the CPG industry.
“Our portfolio spans multiple categories, including feminine care, sexual
wellness, men’s grooming, kids’ health and beauty, and oral care,” says Stanford.
In the oral care segment, the company focused on its Freshen-Up brand, which includes:
• Functional chewing gum.
• Toothpaste.
• Mouthwash.
• Dental floss.
• Teeth whitening strips and pen.
• Breath fresheners.
• Pulling oil.
“Our products are designed to offer high-quality, affordable solutions comparable to national brands,” notes Stanford.
He says consumers benefit from:
• Freshen-Up toothpaste and mouthwash: Formulated to target sensitivity, whitening and long-lasting fresh breath.
• Freshen-Up functional gum: A convenient, on-the-go option infused with ingredients like caffeine and vitamins for an energy boost.
• Value-driven pricing: “Our products provide an affordable alternative without compromising on quality,” Stanford notes.
He says the drug channel continues to see strong growth in functional oral care products — consumers are looking for multi-benefit solutions beyond basic cleaning. There’s increasing demand for:
• Sensitivity relief and enamel-strengthening products.
• Natural and fluoride-free options.
• On-the-go solutions like oral sprays and functional gum.
• Premium experiences at value price points.
Stanford says the Freshen-Up relaunch is new and currently in Phase 1. “This phase includes our toothpastes, which will be available in select stores beginning in July this year. We have plans to expand into other major drug chains and are actively pursuing distribution with other top retailers in the channel to meet the growing consumer demand.”
He explains the response has been overwhelmingly positive. “Our Freshen-Up toothpastes have demonstrated strong sell-through rates at key accounts. Consumers appreciate the product quality, effectiveness and affordability, making Freshen-Up a compelling alternative to higher-priced national brands in the oral care aisle.”
The company recently announced a new addition to its portfolio: Freshen-Up chewing gum. “We are excited to introduce Freshen-Up functional gum, a modern twist on the classic brand. These sugar-free gums deliver a liquid-filled burst of flavor while providing added functional benefits. We’re launching with two varieties: Energy + Focus and Whitens + Freshens. Infused with xylitol, caffeine, B vitamins, and taurine, Freshen-Up Gum offers a convenient alternative to energy drinks or coffee — plus an added breath-freshening boost.” This marks a strategic expansion of the Freshen-Up brand into functional oral care.
