Introducing Willo: Reinventing Children's Oral Hygiene

Many parents question whether their children are effectively brushing their teeth. A New York-based company, Willo, has dedicated several years to developing a device designed to revolutionize the tooth-brushing routine for young children.

A Novel Approach to Oral Care

Willo isn't simply a new toothbrush, electric or otherwise. It represents a completely different type of oral care system, intentionally designed from the ground up in collaboration with dental professionals.

Initially, the device’s size and unfamiliar design may seem daunting. However, observing it in operation reveals a surprisingly simple process. Willo is specifically engineered for children, who often find it difficult to reach all areas of their mouths and brush thoroughly.

How Willo Works

Children are instructed to hold the handle and position the mouthpiece within their mouth. Brushing is initiated with a single button press – requiring no further action from the child.

The mouthpiece, constructed from silicone, incorporates gentle bristles. Upon activation, it vibrates to effectively clean teeth.

The handle connects to a base station containing a reservoir of specialized rinse solution. This eliminates the need for toothpaste and traditional rinsing, as the device manages the entire cleaning process.

Connected Features and Parental Monitoring

Willo is a connected device, enabling parents to monitor their child’s oral care habits through a dedicated mobile application.

The app also supports multiple user profiles, ensuring each child utilizes a fresh mouthpiece for hygienic purposes.

Cost and Subscription Details

The initial purchase price of the Willo device is $199. A monthly subscription of $13 provides ongoing supplies of rinse pods and replacement mouthpieces, guaranteeing a proper fit.

Positive Results from Initial Testing

Although officially launching today, Willo has already undergone testing with families. Children participating in the trials awarded the device an average rating of 4.73 out of 5, while parents reported a Net Promoter Score (NPS) exceeding 70. Notably, all participating families continued using Willo after the trial period concluded.

The Team Behind Willo

A team of 33 individuals, based in both France and the United States, is responsible for the development of this innovative product.

Over the past seven years, the company has filed over 50 patents, with 30 already granted. Funding totaling $17 million has been secured from investors including Kleiner Perkins, Bpifrance, and Incite, led by Matt Rogers.

A Bold Innovation in a Traditional Space

The fundamental design of the toothbrush has remained largely unchanged for decades. Creating a device that fundamentally alters the tooth-brushing experience is a significant undertaking.

The team at Willo has demonstrably invested considerable effort in addressing this challenge. The ultimate success will depend on their ability to gain the confidence of parents.