Cleaning in style

Toothbrushes are not often heralded for their design. About the only innovation in this space is the vibrating brush head, although internet connectivity and the Internet of Things hold promise for the future.

Apa Beauty, a new line of oral hygiene products and hardware that combine high-quality ingredients with the style of a luxury beauty brand, is set to change that. The Apa Clean White Sonic toothbrush, with its premium price of £172 ($250, €219), looks like a product that Apple might make for the bathroom, and comes with three modes to clean, whiten and massage teeth and gums.

For anyone tired of charcoal, Apa Beauty’s whitening toothpaste is reinforced with hydroxyapatite, a mineral that helps rebuild the surface enamel. The company also recommends its pH-balanced and alcohol-free rinse and oral gel for gums, made with lemon, cucumber and Irish moss extracts.