In 2011, we searched for a better brush to offer our core customers—dental professionals—so they, in turn, could send patients home with one. We visited manufacturers as far away as China, Israel and India. Long story short: we didn’t find it. So we decided to create one. Instead of looking at the competition, we started with a clean sheet of paper. We asked our designers to imagine: What if you’d never seen a toothbrush before? How would you make one?
That marked the beginning of a three-year journey.