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Brush-Baby

New oral care pathway for children launched

Brush-Baby, the company behind the first chewable toothbrush for toddlers has launched a unique range of oral hygiene products for young children. Brush-Baby’s innovative oral care pathway is designed to help prevent dental problems in young mouths through a gentle daily routine.

The launch of Brush-Baby’s oral care pathway for children is in line with current thinking on encouraging oral hygiene in children, including the government’s 2010 commitment to put an ‘additional focus’ on early years’ oral health. According to Department of Health figures, some 30% of British children suffer from decay in an average of 3.5 teeth.

Dr John Milne, who chairs the British Dental Association’s general dental practitioners’ committee, has welcomed the government’s move. He said: “Improving oral health of children needs to start much earlier than primary school. Local prevention needs to be targeted virtually from birth to be effective in improving oral health of children.”

Company founder Dominique Tillen said: “Brush-Baby arose from the need for oral hygiene products that were more compatible with skills and behaviours of babies, toddlers and young children and suited their developing dentition. Our first product the Chewable Toothbrush is aimed at teething toddlers. It uses what comes naturally to this age group, chewing action, and meets the need to clean both teeth and gums and to soothe teething gums. Dentists, hygienists and nurses have welcomed the Chewable Toothbrush as it is ideal for preventative help.”

Now Brush-Baby has gone further to provide mums with a range of five products that create an easy to follow pathwayforgood oral hygiene from birth to childhood, one that is designed to encourage good oral hygiene practices from early on and promote oral health.

The range features eye-catching packaging with engaging pack photography and is backed by stand-out point of sale, cleverly designed to achieve shelf space-saving merchandising. The concept offers dentists significant cross-selling opportunities.


	Available through the Dental Directory, Survival-32 or by emailing sales@brushbaby.co.uk.

The Brush-Baby Range

There are five products in the Brush-Baby oral health pathway for babies and young children; all specially styled to help children get into good habits:

Brush-Baby DentalWipes™

For babies up to 16 months old, Brush-Baby DentalWipes™ are ideal for establishing a healthy environment for gums and new teeth. The product is formulated and textured to cleanse delicate mouths and baby teeth when unable to brush. The parent puts a wipe on their index finger and wipes around baby’s gums, tongue and cheeks. Brush-Baby DentalWipesTM are fluoride free and contain Xylitol, a naturally occurring sugar that fights the bacteria that cause tooth decay.

Brush-Baby Chewable Toothbrush

For infants up to three years old, Brush-Baby Chewable Toothbrush is a versatile chewable toothbrush and teether that they can use themselves. The dentist-designed brush has been produced because babies naturally want to chew. As they do so, it helps to clean teeth, massages gums and soothes tender teething gums. It may be used with or without toothpaste for brushing and cooled in the fridge for soothing relief during teething. The Brush-Baby Chewable Toothbrush is made of soft and safe silicone with two rows of gentle silicone bristles that clean and massage upper and lower gums and teeth at the same time. It is available in pale pink, pale blue and clear.

Brush-Baby Baby &
Toddler Toothpaste

Brush-Baby Baby & Toddler Toothpaste

Brush-Baby Baby & Toddler Toothpaste for ages up to three years is unique in that it contains 10% Xylitol, a natural sugar that prevents decay-causing bacteria from producing the acid that rots teeth. It has lower fluoride, is SLS free and is low-foaming which babies can tolerate better. The toothpaste comes in a delicious applemint flavour that encourages babies and toddlers to care for their teeth.

Brush-Baby FlossBrush™

For children aged 3-6 years, the Brush-Baby FlossBrush™ helps to remove the plaque between teeth that regular brushing misses. It has an easy-grip handle and a soft, interdental flossing bristle design. Short bristles clean the surface of the teeth while long bristles reach between the teeth and the gingival margin or gumline. The Flossbrush can help address the risk of decay, cavities and gingivitis in developing teeth. It also has a natural silver antibacterial action to reduce the growth of bacteria on the bristles.

Brush-Baby Children’s Toothpaste

So that the positive effects of Xylitol can be continued, Brush-Baby Children’s Toothpaste has been developed for ages 3-6 years. Like its forerunner this toothpaste contains 10% Xylitol, fluoride and is SLS free. It comes in a fun Tutti-Fruity flavour to encourage children to brush.

Background to Brush-Baby

Dominique Tillen is the founder of Brush-Baby. The company was formed after Dominique was faced with a problem shared by all parents: how to encourage your child to clean their teeth properly. When her daughter Lulu insisted on chewing her toothbrush, she recognised the need for a soft, flexible chewable brush that would clean little teeth while massaging and soothing delicate teething gums.

Finding nothing available on the market apart from gimmicks and smaller versions of adult toothbrushes Dominique took expert advice from the dental profession, researched market opportunities in detail, and put her initial concepts through rigorous independent safety tests.

After a successful pilot in Hampshire and Surrey, Dominique launched the Brush-Baby Chewable Toothbrush picking up considerable interest from dentists, pharmacists and high street retailers including Waitrose, John Lewis, Tesco, Mothercare and Sainsbury’s. Dominique herself has recently been awarded Entrepreneur of the Year for her work, which is beginning to attract attention on an international scale.

The issue of children’s health was already a passion for Dominique who has a Masters Degree in Mother and Child Health from the University of London.

She believes there is a long way to go before children’s oral health standards in the UK come up to those in other countries: “in the UK many regard baby teeth as unimportant because they will fall out and be replaced, this is compounded by the confusion regarding oral care routines for babies, toddlers and young children - not least the issue of fluoride and a lack of education on new approaches, for example the use of Xylitol".

Thankfully perceptions are changing and as the mothers of today become more aware of the benefits of a healthy looking smile so this will transfer into the care they provide for their children. The NHS service is shrinking, treatment costs increasing so prevention is more important than ever and Brush-Baby products are well placed to fit with mothers changing attitudes and to kick start good oral hygiene habits from a very early age.