A return to considered materials
For a category that lives in our mouths twice a day, the toothbrush has been largely overlooked.
Plastic handles. Nylon bristles. Replaced every few months.
A small object, repeated endlessly - yet rarely questioned.
At Laro, we’ve spent a lot of time thinking about what should sit at the centre of a daily ritual. Not just in terms of performance, but in terms of materials, longevity, and what we’re exposing ourselves to over time.
That’s what led us to Koh-i-Noor.
Heritage meets modern intention
Koh-i-Noor is not new. Founded in Italy in 1930, they’ve been crafting brushes long before “sustainability” became a marketing term.
What drew us to them wasn’t just their heritage - it was their refusal to follow the industry’s shift toward cheap, disposable plastics.
Every brush is still made in Italy, finished by hand, and designed to last. There’s a level of care and permanence that feels increasingly rare in everyday objects.
And that matters - because the things we use daily shape our habits, our health, and our environment far more than we realise.
The material shift: from plastic to plant-based
Most toothbrushes today are made entirely from petroleum-based plastic.
Handles. Bristles. Packaging. All of it.
Our brushes take a different approach.
The handle is made from a plant-based bioplastic derived from cellulose - offering the same durability and polish as traditional plastic, without the same long-term environmental cost.
It’s designed to feel substantial in the hand. Something you keep, rather than discard without thought.
Because sustainability isn’t just about disposal - it’s about how often something needs replacing in the first place.
Rethinking bristles: beyond nylon
The bigger shift, however, is in the bristles.
Conventional toothbrush bristles are made from nylon—a form of plastic that sheds microfibres over time. These microplastics don’t just disappear. They enter waterways, ecosystems, and increasingly, our bodies.
Our choice to use natural boar hair bristles is intentional.
They are:
- Plastic-free
- Biodegradable
- Naturally soft and gentle on gums
- Less abrasive on enamel
But beyond performance, there’s a broader question:
If we’re becoming more conscious about what we eat, drink, and put on our skin - why would oral care be any different?
The mouth is one of the most absorbent environments in the body. What we place there, twice daily, matters.
Microplastics: the invisible consideration
We’re only just beginning to understand the scale of microplastic exposure in everyday life.
From water to food to air, plastic is no longer just an environmental issue - it’s a human one.
Oral care is a surprisingly direct route of exposure. Brushing, twice a day, every day, with plastic-based materials.
Choosing a toothbrush with natural bristles is a small but meaningful step in reducing that load.
Not perfect. But better.
And that’s where change begins.
Designed to be kept
There’s also something more intangible at play.
A well-made object invites a different kind of relationship.
You notice it. You take care of it. You slow down, even slightly, in using it.
Our toothbrushes are designed to sit comfortably alongside the rest of your space - not hidden away, but part of it.
Because rituals are shaped not just by intention, but by environment.
A quieter kind of progress
We don’t believe in overcomplicating things.
No extremes. No perfectionism.
Just better decisions, made consistently.
Partnering with Koh-i-Noor is part of that philosophy - bringing together heritage craftsmanship, considered materials, and a shared belief that even the smallest objects deserve more thought.
Because sometimes, the most meaningful shifts are the ones we barely notice - until we do.
Discover the difference
Explore our toothbrushes and experience a more considered approach to oral care - designed for your body, your routine, and the world around you.