Richard, our founder and CEO set about redesigning some major features within the world of oral care . The traditional systems had been around for decades and "the big guys" didn't seem to be innovating. Some would say that with only four companies controlling 80% of the global oral care market that they weren't really trying!
His daughter, Mima (aged 18) who is studying design at Brighton University helped Richard with fresh ideas and solutions. A new approach to help revolutionise the oral care market emerged and these have now worked their way through to a patent submission.
See How It Works for more details.