A look into the Breath Death, the mint brand turning bad breath into viral content.
On July 28, 2025, Adin Ross and the Paul brothers unveiled Breath Death, a breath-freshening brand built around a first product called “Crystal Breth,” a tongue-tingling mint crystal pitched to “obliterate” bad breath.
The founding roster leans heavy on creators and athletes, FaZe Banks, Lil Yachty, Odell Beckham Jr., Machine Gun Kelly, Yeat, Mike Majlak, Sketch, and Zack Bia.
From the jump, the brand framed itself as “backed by creators” and aimed squarely at younger fans who treat products like content.
Then came the splashiest stress test they could pick: WWE SummerSlam.
The company rolled out limited-edition WWE × Breath Death tubes only at official merch spots, turning merch lines into live sampling lines. For a spectacle-seeking brand, a wrestling weekend was the perfect stage to watch thousands try a crackling mint for the very first time.
The internet, predictably, split. Some loved the sensory gimmick; others shrugged at influencers selling mints.
But the noise was useful, it pushed people to taste, record, and share. That feedback loop? Invaluable.
Zoom out, and you can see Breath Death is a bet on behavior.
Breath care has always been discreet: gum in your pocket, a mint before a meeting. These founders want to make your breath social: a handful you offer to a friend you jokingly tell has bad breath.
Breath Death ticks all the boxes. A product with utility, with the potential for virality.
