The planet
Most toothbrushes are made from several kinds of plastic and rubber. That makes them hard to recycle — so they end up in nature instead.
Designed in Sweden
Happiness is…a new toothbrush.
An eco-friendly toothbrush with replaceable heads, delivered to your door as often as you like. It really is that simple.
On average we spend more than 50,000 kronor on toothbrushes in a lifetime — and throw hundreds of them into nature. We thought there was a better way.
The problem
Three things that don’t add up.
Dental health
Studies show that most people replace their toothbrush far too rarely. Worn bristles clean less well — and dental health suffers for it.
Design
Your toothbrush sits out on the counter every day, several times a day. Yet there are almost none you actually want to look at.
0%
less waste — because you only replace the head, never the whole brush.
The product
Steel in the hand.
A solid steel handle for a confident grip, shaped to sit properly in the palm. The right weight means the brush does the work — not you.
The brush head
Replace the top only.
The head is the only part that wears out. Push the old one out from behind, click the new one in. Done — and 90% less waste along the way.
The magnetic stand
Stands on its own.
The base of the handle is magnetic. Rest it on the plate included in your starter kit and the brush dries freely between brushes.
Colours
Pick your favourite.
Eight handles to choose from. Your starter kit includes two matching brush heads and a magnetic stand in the same colour.
How it works
Three steps. Then we take it from there.
- 01
Pick a colour
Champagne, Pearl, Sunset, Forest, Midnight, Onyx, Frost or Velvet. The starter kit contains a Lucielle, a magnetic stand and two brush heads.
- 02
Pick how often
Every 30, 60 or 90 days. You set the pace — we send new brush heads straight to your letterbox.
- 03
Change it whenever
Pause, bring forward or cancel under My pages. No notice period, no extra cost. Free shipping, always.
The packaging
As considered as what’s inside.
Recycled material, no needless filler — and something to read on the inside.
Sustainability
Kind to the planet, your wallet and your teeth.
- Only the head gets replaced — around 90% less waste than an ordinary toothbrush.
- The handle is made of steel, built to last years rather than months.
- Fewer materials make the whole brush easier to separate and recycle.
- Our packaging is made from recycled material.
- A share of every purchase goes to the Arbor Day Foundation, working for a greener planet in around a hundred countries.
Pricing
Start here.
Most popular
Starter kit
12 €
- —1 Lucielle steel toothbrush
- —1 magnetic stand in a matching colour
- —2 brush heads
- —Free shipping
Refill
4 € / delivery
- —1 new brush head per delivery
- —Every 30, 60 or 90 days
- —Pause or cancel whenever
- —Free shipping
Travel case
9 €
- —Protects the brush in your washbag
- —Fits handle and brush head
- —Add it to your starter kit
- —Free shipping
Payment handled by Klarna — card or invoice. 14-day right of withdrawal on unopened packaging.
Brushing your teeth isn’t mandatory. Brushing them well probably should be. That’s why we made Lucielle — kind to your teeth, the planet and your wallet.
Martin Ennis — founder
FAQ
You ask, we answer.
Everything you need to get going. For €12 you get a steel Lucielle, a magnetic stand and two brush heads. You can add a travel case for €9.
You choose whether new brush heads arrive every 30, 60 or 90 days. Each refill costs €4 and contains one new head. Your first refill always arrives after 30 days; your chosen interval applies from then on.
Whenever you like, under My pages. Pausing is free and there is no notice period. Make changes at least 24 hours before your next delivery ships.
The handle is steel, with a small plastic part at the top so it can’t harm your teeth or gums. The brush head is made from recycled plastic with nylon bristles.
Push the old head out from the back of the head. Then press the new one in until it clicks into place. Done.
As a rule of thumb we recommend at least every other month — for hygiene, and because worn bristles clean less well. Rest the brush on its magnetic stand between brushes to keep it dry.
Once your order ships you’ll get a shipping confirmation by email. After that it normally takes 5–7 working days. Shipping is always free.
Payment is handled by Klarna. You choose whether to pay by card straight away or against an invoice.
Your teeth. Your smile.
Get started with a starter kit — free shipping, cancel whenever.