Leon Start-up Faustish wants to revolutionize toothbrushing. Two years after the launch of its Y-Brush, which promises to wash effectively in 10 seconds, the invention sparks excitement beyond French borders. His co-creator, Benjamin Cohen, discussed the recipe for the success of his toothbrush.
Brush your teeth within 10 seconds, technically you can already do with a regular toothbrush. But as a result, there is no doubt that it will not be in the expected health.
In 2019, Lioness Start-Up Fastisch Introduces A Product That Will Revolutionize Oral Health. Brush all teeth at once, brush within 10 seconds!
By 2020, the company had sold less than 20,000 copies. Interview with Benjamin Cohen at the beginning of the project.
A brush that brushes your teeth in 10 seconds, you had to think about this … How did you come up with the idea?
After my studies focused more on the field of science, I worked in management, in the field of public health. This idea came to me in 2015. At the time, I was in the process of creating a business, and at the same time, I realized that brushing teeth in France was not optimal and, above all, had not changed since it was invented. Almost 500 years ago. Brushing your teeth one by one … is seen as a job by a large section of the population! My great-relatives told me that they found the recommended laundry time too long. I told myself I had to do something about oral health. This set all made me ask the question surrounding brushing teeth.
Your brush, y-brush, what is it more than another?
In fact, the Y-brush develops from the main avenue we explored: is it possible to brush all teeth automatically at once? In France there was the idea of improving oral health. It was a way to reduce the time spent brushing teeth, but we wanted to simplify the gesture. In the end, we combine the two to get a better quality result.
How does it work?
You have a platform that generates sonic vibrations (fast and low amplitude) for an individual with a brush, which is ideal for that. The latter is Y-shaped, hence the name Y-Brush, but very flexible, can be modified with any jaw. It is lined with 35,000 nylon fibers, which are like toothbrush bristles. They are very thin and can go on all surfaces especially between teeth. Once the brush is in your mouth, run the base, chew the brush, and move your head from side to side.
What do oral health professionals think?
From the beginning, we have worked with experts in this field and we continue to do so. Initially, we had a team of five dentists, but we also had dental assistants who work specifically to prevent dental care.
Many independent scientific studies, In laboratory testing mode And Alive, Have been carried out on the product. They show that the Y-brush removes any dental plaque like a classic brush. But the problem is, many classic brushes are poorly done today.
We have opened a program for health professionals so that they can check and confirm the product themselves and why not prescribe it to patients.
Product for whom?
We mainly sell to individuals. We wanted a product that could be used by children, adults, people with disabilities, and those with difficulty brushing teeth. To that end, in addition to the work done with dentists, we collaborated with occupational therapists.
In recent months, your sales have exploded around the world, how did you manage this success?
Covid cut us off a bit anyway, but it worked well for us in the second half of 2020, and that’s true. At the peak of our orders, we had to wait 8 months to get the brush. But since this year, it has been ordered and shipped fast.
We have sold a lot to be accurate in more than 50 countries around the world. Especially in Europe and North America. Today the number of sales per month continues to increase. Just like our staff: in 2018, there were 4 of us, and today there are 20 of us working.
How far do you plan to improve your Y-brush?
We started working on the second version of the product, but it will not be on sale until the end of 2022. But today Y-Brush is a brand that offers a full range of products around the automatic brush. We are expanding the offer to this range. The ultimate goal is that our core product, which we are constantly improving, has a strong impact on oral health, which must be accepted by users over time.
For the Y-brush, count only 130 on the base y-brush.com.
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