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Modern Distribution
How Boka is winning Amazon with a beauty marketing playbook
By Lexy Lebsack
Aug 24, 2026

Boka, the 10-year-old oral-care disruptor, has used a tried-and-true beauty marketing playbook to reach 481% year-over-year retail growth and the No. 1 toothpaste spot on Amazon, according to the brand. Glossy interviewed Boka GM Sarah Mountcastle Mitchell to learn more.

Member Exclusive
Fashion Briefing: What’s behind the wave of fashion brands opening Los Angeles stores this summer

Los Angeles is an important fashion market, with New York City, L.A. and Miami collectively making up more than 80% of U.S. luxury retail. Many East Coast brands start with a New York store before moving to the West Coast. However, now…

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