Founder behind first ADA-approved U-shaped toothbrush aims to disrupt a ‘dusty industry’
After his success as Founder & CEO at Basis, a brand incubator with ecommerce brands, Lander turned his attention to creating a disruptive product in the dental care market.
“I realized the toothbrush industry hadn’t been disrupted in a long time, and I was hooked,” said the Miami-based Lander, who leads the vertically integrated marketing and product development firm with a focus on dental innovation. “It felt like an old, dusty industry, and I saw a huge opportunity.”
The U.S. dental market, valued at US$10 billion, presented Lander with both opportunity and challenges. “A patent search revealed a graveyard of abandoned patents, which was daunting,” he said. “But I saw a path forward to create something meaningful.”
On Sep. 18, AutoBrush is officially the first U-shaped toothbrush to earn the American Dental Association (ADA) Seal of Acceptance. The brush, designed for both adults and children, retails for $99 and is available on AutoBrush.com and Amazon.
While U-shaped toothbrushes have faced skepticism in the past—a 2020 study questioned their efficacy in removing plaque—Lander persisted. It took his team three years to obtain the ADA Seal. “You can’t just apply and get it. The process involves rigorous safety and efficacy testing through two independent clinical trials,” he explained.
“It’s not something that can simply be applied for,” he said.
Two independent clinical studies conducted at separate sites are a mandatory requirement to get the ADA.
“I personally visited both locations. Each study was run by a different team with a different setup. So, yes, our claims are based on these trials,” he added
Proven Efficacy: Up to 82% Better Plaque Removal
According to these two clinical studies, AutoBrush promises up to 82% better plaque removal in hard-to-reach areas compared to manual toothbrushes. It also reduces gingivitis by up to 45% more effectively and provides 5.1 times better overall cleaning than manual brushing.
“We conducted a third study specifically for children,” Lander said. “Our fun designs, like lion faces and interactive songs, engage kids and make brushing both fun and effective—key for children with shorter attention spans.”
A faster brushing cycle
The AutoBrush comes with several perks: it reduces brushing time with its 30-second cycle, features clinically tested nylon bristles, and includes dental-grade LED technology.
“It’s a whole-mouth toothbrush that brushes all teeth simultaneously,” Lander said, referring to the common recommendation of brushing each quadrant for 30 seconds, totaling two minutes.“There’s also an LED whitening mode and an LED gum health mode built right into the brush,” he added.
Multiple modes and sizes for all users
The brush is also rechargeable and offers multiple modes, including three cleaning modes and a 30-second auto-shutoff timer. Available in six sizes—from small children to adults—the brush’s flexible design and soft bristles are aimed at providing comfort and effectiveness.
“We’re also addressing challenges for people with disabilities,” Lander shared. “Hearing stories of how we’ve made brushing easier for individuals with limited dexterity or mobility issues is what keeps us going.”
As the research on AutoBrush continues, Lander is committed to refining the product as he sees the future is all about perfecting 360° brushing. “I was a little crazy about this idea, and I kept going. And here I am, telling the story I love,” he said.
