Dezeen Magazine

Minimal alternative to "ugly" electric toothbrushes created by Bruzzoni Global

Electronics startup Bruzzoni Global has created a pared-back electric toothbrush with metallic accents, as an alternative to bathroom accessories that "completely disregard" aesthetics.

The device features a rubber-coated handle that tapers into a more slender neck, and includes a single multi-colour LED to indicate battery levels, and whether the toothbrush is on or off.

Electric toothbrush by Bruzzoni

A single metal band encircles the top of the toothbrush handle, and the material has also been used to highlight the device's power button.

"After I had used and bought maybe five electronic toothbrushes, five shavers, cleaned away hair dryers, flat irons and seen all these toothpaste tubes, I started to wonder... Why so ugly?" said Krister Mossberg, who founded Bruzzoni Global in 2014.

Electric toothbrush by Bruzzoni

"Why so many wires, and why is everyone focusing on technology instead of just combining design and performance without showing all the functions?"

The toothbrush has an oscillating speed of 8,000 rotations per minute (RPM), and a running time of 40 minutes. It can be recharged via USB, or placed on a base for induction charging.

Bruzzoni Global's first range of electric toothbrushes, the Wall Street Collection, comes in black or white versions, with rose gold or silver-coloured metallic accents.

Electric toothbrush by Bruzzoni

"Too many electronic brands focus solely on the technology of their product and completely disregard the look," said Mossberg.

"I started to think about how I could combine Italian design with Scandinavian quality," he added. "To do what Nespresso and KitchenAid had done for the kitchen, but for the bathroom."

Japanese designer Kosho Ueshima previously designed a similarly minimal toothbrush, which removed the need for toothpaste by cleaning the teeth with nano-sized mineral ions, while New York studio Amron Experimental has transformed the toothbrush into a water fountain.