In the fall of 2022, Vancouver electric toothbrush company Bruush was buzzing. Superstar comedian Kevin Hart was promoting its products on social media, glowing write-ups were appearing in places like Forbes and investors had just poured US$15.5 million into an initial public offering.

But in little more than a year, the flashy oral care startup had gone dark and confused customers were posting on Facebook to ask why they couldn’t buy replacement heads for their toothbrushes or get anyone at Bruush to return their calls.