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The Goby toothbrush is an aesthetically pleasing addition to your bathroom

There’s a new company looking to cut out the middle man when it comes to your teeth. Meet Goby, the first direct-to-consumer rechargeable electric toothbrush from a company that believes your mouth deserves better.

Newly launched on October 5, Goby derives its name from the neon goby fish, or as it’s colloquially known, the “dentist of the sea.” But now, you can keep a dentist in your bathroom by way of this new toothbrush, which promises to “maximize consumers’ oral health and seamlessly fit into their modern lifestyle.”

This toothbrush makes use of rotationally oscillating technology, which that has been proven to be the most effective when it comes to keeping your teeth clean and sparkling. And while there are plenty of electric toothbrushes on the market, Goby thinks that its product addresses some of the problems that currently exist with these devices.

The Goby toothbrush claims to address the issues of “unsightly residue build-up, tangled cords, and the constant need to recharge.” First off, the Goby comes with a modular brush stand with a removable drip tray, which promises to make cleaning simple and storage elegant. Second, the toothbrush can be charged via USB technology, which means you can juice up the Goby using any USB power source. Moreover, because the magnetic charging puck can be used with or without the stand, you can avoid cluttering up your sink area, and easily pack the Goby for trips. Finally, Goby’s premium battery promises increased run time, so you can just focus on brushing and not plugging in. And with four different colors to choose from, the Goby hopes to make your twice-daily routine a bit more aesthetically pleasing — or at least, something you won’t try to hide from your guests.

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But form doesn’t take away from function, as the brush also operates on the dentist recommended two-minute timeframe, with four 30-second intervals designed to guide you through your mouth.

As a New York-based company, Goby is seeking to give back to its home city, and encourage a new generation of oral healthcare providers. As such, the firm donates a percentage of its sales to the NYU College of Dentistry Global Student Outreach Program, “which provides oral care to the underserved both domestically and abroad.”

So if you’re looking for a new toothbrush to combat all that hot coffee and hot chocolate you’re going to start drinking soon, you might want to check out Goby.