Dental hygiene and disability are oil and water—they don’t mix.
According to the National Institute of Dental and Cranifacial Research, people with disabilities are more inclined to need “extra help to achieve and maintain good health, which includes oral health.” This is due to a variety of factors, including cognition, fine-motor skills, mobility problems, and much more. The lack of “proper” brushing and flossing can lead to serious dental conditions such as periodontal disease. Societal norms dictate that the pearly white teeth are often romanticized by doctors and in media; the problem is, straight, white teeth is equally unattainable for many people in the disability community—myself very much included. It isn’t a matter of desire or laziness; the NIH rightfully points out brushing and flossing oftentimes challenges mechanics.
Enter Autobrush founder Chris Lander. On its website, the company touts itself as purveyor of “the world’s only ADA-approved, U-shaped toothbrush.” The device, which boasts an almost 5-star rating based on almost 17,000 reviews, is claimed to have a “5.1× better clean” in a mere 40 seconds. Moreover, Autobrush says its toothbrush removes 82% more plaque and 45% less gingivitis. These are bold claims all around.
In a recent interview with me conducted over email, Lander explained the Autobrush came to be after he experienced one of those proverbial eureka moments, asking himself and his development team why toothbrush design hasn’t changed. The company, Lander said, is truly trying to make the world a better place and an entity he can be “really proud of.” Lander has built numerous successful businesses in times past, but Autobrush is his opportunity to leave his dent on the universe.
“Instead of being deterred by the patent graveyard of similar ideas that had failed before, I became obsessed with solving the problem,” Lander said to me in retelling Autobrush’s origin story. “I saw a big opportunity to disrupt an industry that hadn’t evolved in decades and knew the world would brush differently in the future. That vision fueled me through the years of capital investment, custom machinery development, and countless product iterations.”
That the U-shaped brush has gotten the coveted stamp of approval from the American Dental Association is validating for Autobrush. The recognition, Lander told me, not only is a testament to the technology’s efficacy, it also cements Autobrush as a bunch of trailblazers in what he described as “an outdated dental market.” Autobrush, he added, isn’t sheerly change how people brush their teeth every morning; rather, the company is “improving lives, one smile at a time.”
When asked why build a U-shaped toothbrush, Lander said the conceit comes from the “real problem” that most people, disabled nor not, brush “effectively and efficiently,” as most don’t brush for the full duration of the recommended 2 minutes and, more crucially, don’t reach every area of one’s mouth. (This last point is the primary problem for the accessibility issues inherent to brushing.) According to Lander, the U-brush addresses these issues head-on, as he told me all teeth get proper contact simultaneously. Traditional toothbrushes struggle to do this, he added, while touting the U-brush as “reducing user error [by] making it more consistent and effective for everyone, from kids to the elderly.”
“What sets Autobrush apart is not just the shape but the technology behind it. We combined the U-shaped design with clinically tested nylon bristles and sonic vibrations to ensure a deep clean in just 30 seconds,” Lander said of the device’s value proposition. “The U-shaped brush also reduces the need for manual dexterity, making it a game-changer for people with disabilities or mobility issues. It’s not just a different way to brush—it’s a better, smarter way to maintain oral health.”
As to the target demographic, Lander said the Autobrush is designed for the nebulously-described “everyone,” but is pointedly beneficial for young children, elderly people, and of course, people with disabilities. These all are groups, he said, that struggle mightily with dexterity issues and whom don’y brush for the full minutes. For parents, Lander told me they rave about the U brush for their kids because the toothbrush’s unconventional design makes it such that toothbrushing is “a quick and fun experience.” And accessibility-wise, Landers told me the U brush’s design is having a “significant impact” on disabled people, noting that Autobrush works wonders in “[simplifying] a task that can be difficult due to reduced hand strength or coordination.” The device’s sonic technology, he said, “ensures a thorough clean in a fraction of the time, with less effort.” More broadly, Lander told me the Autobrush is intended to anyone looking to level up their oral care routine.
“Whether you’re a busy professional, a parent managing your child’s brushing routine, or someone seeking efficiency in daily tasks, Autobrush makes the process easier, faster, and more effective,” he said. “Our goal is to make high-quality dental care accessible to all ages and abilities.”
For all the 5-star user reviews and testimonials, Lander told me the truth is people weren’t asking for radically different toothbrushes simply because they never knew it was possible. Once they found out about Autobrush and tried it, the feedback has been “overwhelmingly positive.” The company has sold “hundreds of thousands of units,” with Lander telling me it speaks to the space for innovation in the toothbrush arena. Most customers, he told me, report feeling surprised by how much better their teeth feel after using the U-shaped brush. It makes the process “simpler and more enjoyable”—again, particularly to young children.
“We’ve also received a lot of appreciation from parents, caregivers, and the elderly,” Lander said. “Parents love that it takes the fight out of brushing for their kids, and many have told us that their children actually look forward to brushing now. For elderly users and those with disabilities, Autobrush has been a game-changer, offering a level of ease and effectiveness they hadn’t experienced with traditional brushes.”
The feedback isn’t merely ego-boosting, it also serves a practical purpose. According to Lander, insight from customers play a pivotal role in product development. He pointed to many people requesting more diverse fitment options, which prompted Lander and crew to improve upon the design of the device’s brush heads.
“We’re constantly refining the product based on real-world use,” Lander said. “The input we get helps us ensure that we’re delivering the best possible experience for all of our users.”
Looking towards the future, Lander said earning the aforementioned ADA seal was “only the beginning.” He said Autobrush is committed to “[continually] pushing the boundaries of what oral care can be.” Moreover, he envisions a future in which toothbrushing is no longer a chore; Lander wants to create experiences that make it something people want to do. Accessibility is part and parcel of said future, with Lander saying Autobrush is committed to “ensuring that high-quality dental care is available to everyone” while adding the company aspires to “help people build healthier habits in a way that’s easy, enjoyable, and effective.”
“Ultimately, the dream is to be the brand that changed the way the world brushes their teeth,” Lander said. “We’re constantly listening to our customers, iterating on our products, and looking for ways to innovate.”