Next time you’re at a big-box store such as Target, take a moment to walk down their toothbrush and toothpaste aisle. Pretend that you’re being hired to do some qualitative research into redefining the oral care experience. Now back out.

The oral care industry is a confusing one–one where they are trying to meet the demands of the connected human with smartphone-enabled toothbrushes for example–and needs some human-centered design work that’s more about the oral care ecosystem as a whole rather than designing the next great toothbrush.

While we won’t dive into your daily flossing habits–or lack thereof–it’s safe to say that nobody likes having a countertop filled with toothbrush cups, unnecessary cords, replacement tips, water-floss devices, and the like. While these tools work exceptionally well, their presence and waste leave much to be desired.

Aiming to redefine this market with a human-centered oral care ecosystem is The Goodwell Company…and they’re starting by consolidating all of your tools into a single ‘toolkit’:

“At Goodwell, we’re designing the modern oral toolkit to fit your life. A toothbrush that lasts, looks great, and can be an asset to your every day routine.”

Aside from the minimalist aesthetic that’s sure to please some users, the sustainably-designed toothbrush component of their oral care system is really what makes Goodwell stand out in a market similar to disposable and cheap plastic razors.

Similar to Dollar Shave Club and other monthly-refill subscription services, Goodwell wants to deliver a brand new toothbrush directly to your mailbox every month. When it’s time to switch your heads, the old one can be tossed into the compost pile thanks to its bioplastic material properties.


What’s more…the engineering team has released a CAD file for users to create their own unique toothbrush head components which leads this to also be the world’s first Open Source toothbrush.

“We are releasing the CAD data for the proprietary attachment threads to our users, so that they will have free reign to design and develop their own attachment parts and share ideas with us and our community.”



The Goodwell team is currently seeking crowdfunding for their oral care toolkit starting at $59. While the annual monthly subscription cost for new brush heads is an additional $79 (or roughly $6.50/month including delivery to your mailbox), it will be a good reminder to get the most out of each tip and ultimately, save money at the dentist.


Simon is a Brooklyn-based industrial designer and Managing Editor of EVD Media. When he finds the time to design, his focus is on helping startups develop branding and design solutions to realize their product design vision. In addition to his work at Nike and various other clients, he is the main reason anything gets done at EvD Media. He once wrestled an Alaskan alligator buzzard to the ground with his bare hands… to rescue Josh.