Maison et Objet 2016: Misoka-Ism Toothbrush Requires no Toothpaste
Chalk this one up to ‘less’ being ‘more.’ Japanese brand Yume-Shokunin has introduced a toothbrush that cleans teeth without the need for toothpaste. The MISOKA-ISM toothbrush, which debuted in Milan last year, is currently on view at Maison et Objet 2016, which kicked off in Paris today. Already an award winner—having been named Wallpaper magazine’s Best New Grooming Product in the magazine’s 2016 awards roundup—the MISOKA-ISM toothbrush operates via a mysterious system of “nano-sized mineral particles on the bristles to remove plaque from the surfaces of your teeth,” meaning that the toothbrush’s bristles themselves act as the cleaning agent, making toothpaste an obsolete concept.
“Cleaning with the power of mineral ions,” is the selling point of the transparent MISOKA-ISM toothbrush, designed by Japanese industrial designer Kosho Ueshima’s TIDS Studio. Touted as a more environmentally friendly alternative to conventional teeth cleaning rituals, MISOKA-ISM works simply by being dipped in water, thereby activating the mineral ions that coat the bristles. The minerals remove plaque, protect the surface of teeth, and whiten teeth in the same manner that toothpaste does. The toothbrush’s transparent organic form is meant to embody water itself, reinforcing the notion that water, not toothpaste, plays the key role in MISOKA-ISM’s cleansing process. There is one eco-unfortunate catch, though: those awesome mineral particles only retain their potency for a mere month.