70% of Kids Refuse to Brush Their Teeth… Sian Ellingworth Built a Business to Fix It
Market Movers: Building Brands & Links with Linkifi · 2026-05-07 · 25 min
Episode notes
Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Sian Ellingworth, founder of Buddies For Life, a brand rethinking oral care for people with sensory sensitivities. What started as a personal mission to help her autistic child tolerate brushing teeth has grown into a broader movement spanning education, dental care, and aged care, with a strong focus on insight, accessibility, and trusted partnerships. Key Talking Points A Deeply Personal Starting Point. Buddies For Life began because Sian’s eldest child is autistic and found brushing their teeth overwhelming. Strong flavours, harsh textures, excessive foaming, and unfamiliar sensations made everyday oral care extremely difficult. The Problem Is Bigger Than Many Realise. While the original need came from autism-related sensory sensitivities, Sian points out that difficulties with brushing are far more common than people think.