Brush-Baby enjoys taste of success

An infant dentalcare company has recently reached the final of the Nectar Business Small Business Awards, a national competition to reward and recognise the importance of small businesses to the economy.

Brush-Baby was awarded highly commended in the Innovation of the Year category at a London Awards Ceremony hosted by Karren Brady, leading UK businesswoman and star of BBC1’s The Apprentice.

As a mum wanting the best dental care for her baby, Brush-Baby founder Dominique Tillen, struggled to find a suitable product for her baby daughter.

Therefore perceiving a gap in the market based on her own needs, she researched, manufactured and developed a chewable toothbrush. Ergonomically designed and endorsed by dentists, and loved by infants who ‘chew’ on the toothbrush initially to soothe teething gums and then to clean emerging teeth, it has gone one to establish itself as an award-winning product in the Brush-Baby range of dental products.

The range has grown to include DentalWipes for newborns, tasty non-minty toothpastes and is stocked in leading supermarkets including Sainsbury’s, Waitrose and John Lewis and has established itself as a leading provider to a niche market.

Dominique said: ‘I am delighted that Brush-Baby was so highly respected and ultimately rewarded. However, I am even more pleased from a dental angle as this recognition might increase the presence of the importance of dental health for parents and dental professionals alike.

‘Recent statistics concur, that more than one million British children under five have at least two fillings and 47% of youngsters under 12 have been told they have dental decay.

‘As a nation our attention to infant dental health is woeful – we pay more attention and money to fashionable items of clothing which are often discarded due to changing tastes and yet teeth which are with us, hopefully for a lifetime seem to get forgotten – yet if looked cared properly can be a person’s best fashion asset!’

Dominique added: ‘Brush-Baby is not only a business but is committed to increasing the importance of infant dental health. We are due to roll out a pre-school and nursery campaign with a leading dental charity in the new year and this award win certainly gives us kudos and the impetus that infant dental education needs.’

Buoyed by recent successes including a product endorsement by resident TV doctor, Dr Chris Steele, on  ITV’s This Morning and exposure at baby and dentistry exhibitions, Dominique is awaiting good news from a national UK leading chain of chemists confirming that they will stock the range and make the products available to an even wider market.


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