There are lots of different types of electric toothbrush, but pretty much all of them oscillate or vibrate in one way or another. The new iBrush 365, however, takes a different approach. Its circular brush-head spins, allowing users to brush from the gums towards the teeth.

US-based iBrands Technologies, which is behind the iBrush 365, cites dental health advice that says brushing in such a way is better for gum health. The vast majority of guidance we've found suggests brushing in either up-and-down or circular motions, but some sources do advise brushing away from the gums.

iBrands claims that, as a result of its design, the iBrush 365 is able to reduce the propensity for gums receding and bleeding, improving gum health within two weeks. In addition, the firm says it is able to remove more plaque from hard-to-reach places than any other toothbrush, and to remove up to 99 percent more staining than a manual toothbrush.

The design comprises a brush-head made up of 11 to 13 discs of bristles, each with 1,200 micro bristles. This gives the brush-head around 13,200 to 15,600 micro bristles in total, compared to the stated 2,500 of a manual brush, and it spins at 200-400 rpm. iBrands says that, as a result, the iBrush 365 provides a soft but thorough brushing. It can also be used for brushing cheeks and tongues.

One thing to note is that some dental advice suggests taking the time to angle the bristles of a toothbrush into the seams between the gums and the teeth and gently moving the brush, the aim of which being to clean underneath gums. With its circular shape spinning away from the gums, the iBrush 365 design may be less effective at this.

The brush has buttons to start and stop the brush-head spinning, to choose the setting and to change the direction of spin. It has settings for everyday cleaning, for massaging the gums, for polishing teeth, for gentle teeth and gum cleaning and for removing stains.

The iBrush 365 is powered by a rechargeable lithium-ion battery, which is said to last for more than six weeks when brushing for one minute twice daily, as recommended. It can be charged via a wall plug or using a Micro USB cable, making it easy to charge when traveling, and iBrands says the battery can be charged up to 500 times, giving it a 57-year lifespan. Replacement bristles will be available at an online store, with users recommended to replace then every three months.

A Kickstarter crowdfunding campaign is ongoing for the iBrush 365. At the time of writing, pledges for one of the brushes start at US$50. Assuming all goes to plan with the roll-out, shipping is expected from June. Backers receive an iBrush 365, brush-heads, a charger, a dock and a travel case.

The video below is the Kickstarter pitch for the iBrush 365 and provides an introduction to the device.

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