Soft Sell

W‘s beauty director loves this silicon toothbrush.

Issa toothbrush

When it comes to cleansing—be it my face or my teeth or my bathtub—I’ve been known to get a little aggressive. My dear dentist, Marc Lowenberg, has warned me repeatedly to stop brushing into my gums so harshly, but for some reason I find it hard to resist. So I was thrilled to learn that Foreo, the company whose pulsating face brush is a personal favorite, will soon be introducing the Issa toothbrush, which makes overdoing it impossible. Out early next year, the brush has bristles made from rubbery silicone, which, in addition to being supersoft, doesn’t collect dirt and dust like traditional nylon. And, yes, that can be a problem even in maniacally scrubbed bathrooms.