We caught up with the brilliant and insightful Kyle Schroeder a few weeks ago and have shared our conversation below.
Alright, Kyle thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Jordan and I have been friends since middle school, and I’ve known his wife since I was nine. We both grew up in Niceville, Florida. In July 2023, while I was home visiting family from my job in South Florida—where I work as a federal consultant and serve in the Army Reserve—I met up with Jordan, who now owns a dental practice in Niceville.
One afternoon on his boat, I asked why the clean‑ingredient movement that dominates skin‑ and hair‑care hasn’t made its way to oral care and if he knew of any premium toothpaste brands. He realized he hadn’t heard of any. That simple question sparked an idea. We decided to create a brand that brings premium, clean ingredients, refined aesthetics, and packaging that minimizes microplastic exposure to toothpaste.
That boat‑side conversation gave birth to ENML: just as we trimmed the extra letters from “enamel,” we aim to strip away everything unnecessary from oral care to give customers the premium experience.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m a lawyer and my undergrad was in civil and environmental engineering. I have no formal education in oral wellness. That is Jordan’s department. But when it came to marketing and a premium experience – we realized there was a gap in the market. Brushing your teeth is something everyone does. And for the most part everyone uses two brands. And it has been that way for decades. And the packaging has been the same for decades. In fact 1.5 billion tubes of toothpaste is discarded every year. So we thought why not try to bring a fresh look on how people do oral care
How did you build your audience on social media?
Starting on social media was really cumbersome. We are two middle aged guys that don’t know how to grow our followers and spend most of our time sending each other memes. We tried doing the paid influencer route, but that was a dud. We quickly learned that those people who are good at getting attention and gaining followers, don’t necessarily means they can make sales or bring you followers.
The Branding Boutique LA found us and really started to increase our followers, and our content. They have been incredible working with. And really established our presence.
Then we went to free gifting to industry experts and cold dm’ing them samples of our product.
So if you are just starting out I say focus on the content first, really make sure your 9 grid looks good, but even better if you have 18. Post consistently and make sure the grid is aesthetically pleasing for the month. Then once you have that down – start reaching out the demographic you want, for us that was dentists, and start offering product. Which then the algorithm will start using your followers to boost you to other similar followers.
Can you open up about how you funded your business?
We are self funded
Contact Info:
- Website: https://www.enml.com
- Instagram: https://www.instagram.com/enmltoothtabs
- Facebook: https://www.facebook.com/ENMLToothTabs
- Linkedin: https://www.linkedin.com/company/enmltoothtabs
- Twitter: https://x.com/ENMLToothTabs
- Youtube: https://www.youtube.com/@ENMLToothTabs
- Other: tiktok: https://www.tiktok.com/@enmltoothtabs
Image Credits
The Branding Boutique LA: https://thebrandingboutiquela.com/