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Brief Published: 3 Feb 2016

Misoka Toothbrush: Reinventing Hygiene

Misoka toothbrush

A disruptive toothbrush from Japanese designer Kosho Ueshima and Osaka-based company Yumeshokunin replaces toothpaste with nanotechnology.  

The bristles of the Misoka brush are coated in nano-sized mineral ions. These pass from the bristles to the teeth during brushing, removing stains and creating a protective coating on the enamel. Users simply insert the brush into a glass of water, which loosens the ions and allows them to be transferred onto the teeth. 

The bristles are thin – 0.178mm, to be exact – and taper at the ends to better clean the gaps in between the teeth. The word ‘Misoka’ means ‘last day of the month’ in Japanese, referencing the product’s shelf life of four weeks, after which time it needs to be replaced.

The toothbrush has won a coveted 2016 design award in the Best New Grooming Product category from reputed London-based design publication Wallpaper. While it has been available in Asia since 2008, this accolade – coupled with its new water-inspired redesign by Ueshima – looks set to boost interest in Western markets, inspiring consumers to adopt new grooming tools, and driving brands to apply cutting-edge science to new product developments.

The design also taps the need for easy-to-use hygiene products for consumers on the go and those looking to streamline their routines. See Rethinking Beauty: Fast Consumption for more case studies of brands developing similarly quick and easy products and treatments for this market.