Brushing teeth isn’t exactly consumers’ favorite pastime. Whether in a morning rush or falling asleep before having a chance to perform the self-care ritual, the haste tied to the oft-hurried task comes with a price: namely, cavities and plaque buildup.

According to Benjamin Cohen, CEO of Y-Brush, consumers unwittingly spend less than a minute brushing their teeth.

Cohen’s company is out to make that time spent more effective by way of design.

“We created Y-Brush because we wanted to help improve the oral hygiene of everyone – to help lower the barriers to excellent dental health,” Cohen told Happi. “We invented a toothbrush that helps people brush their teeth super-fast – in just 20 seconds….while still removing plaque just as thoroughly as conventional toothbrushes.”

‘Whole Mouth’ Design

Y-Brush – named for the toothbrush’s unique shape – was designed by dental professionals and biomedical engineers to improve dental care with a focus on quality, health and convenience, per the makers. Along with sonic technology, the shape of the Y-Brush brush head is what sets it apart, according to the brand.

Y-Brush brushes the teeth according to the “dentist-recommended” method, including hard-to-reach places, officials insist. Through its “whole mouth” design and bristle placement, all the teeth are brushed at once. This allows for optimal attention to all 28 teeth at every angle and effective plaque removal in dramatically less time, Cohen said.

The Y-Brush is comparable to applying a mouth guard. Users place it over their teeth for about 10 seconds and then flip it to fit over their bottom teeth. (See instructional video below).

“Unlike a lot of toothbrushes with silicon bristles, we focused from the beginning on what all the research showed to be the gold standard when it comes to effective plaque removal: sonic technology and nylon bristles,” Cohen explained. “This necessitated years of research, development and testing as we iterated our way toward an effective toothbrush that truly delivered results in under 20 seconds.

The Y-Brush Range

The Y-Brush product range features the original Y-Brush, NylonStart, which offers one mode of sonic brushing; NylonBlack, which has four modes of brushing; and NylonKids, which features a smaller brush head for smaller mouths.

TikTok and a New Revolution

Y-Brush is leveraging platforms like TikTok to expand awareness. According to Cohen, influencers have shared their eureka moments.

“We’re very lucky in that when you explain the product, why it exists, and what it does, it’s usually an immediate a-ha moment for most people,” said Cohen. “Like, ‘why didn’t anyone think of this before?’ And that has certainly helped its popularity on social media.”

Cohen called Y-Brush a “step change” in what is otherwise a “fundamentally unchanged” oral care category.

“This changes how you brush and how long you brush and allows you to achieve a higher level of clean in a shorter amount of time,” said Cohen. “The revolution has just begun.”

Y-Brush is available on Amazon and on Y-Brush.co.

The brush is competing in a dynamic category. See our recent coverage of the oral care market here.