At CES 2014, Swedish company FOREO revealed their latest, disruptive design: the ISSA.

Foreo ISSA Toothbrush-2

The ISSA is the first, complete redesign since 1954 of a classic, everyday tool – the toothbrush. Focusing on form and function, the ISSA is a bold lifestyle statement that also is gentler and more hygienic for your teeth. The soft, flexible, and colorful silicone is non-porous, meaning it’s less likely to absorb microbes. The silicone bristles are also much gentler, yet still effective with its high-intensity pulses.

Foreo ISSA Toothbrush-1

Each brush head lasts at least one year, and each battery charge lasts 365 uses, which is practically half a year’s worth of brushing! When the battery is depleted, it only takes an hour to completely recharge again.

You can get your own ISSA on indiegogo here.