New UV Toothbrush Steriliser claims to kill 99.9% of bacteria in minutes

A fast-growing UK oral care brand founded by two brothers has unveiled a new UV toothbrush steriliser designed to cut down germs lurking in bathrooms. Whites Beaconsfield says its wall-mounted device uses hospital-graded UV‑C light — a type of ultraviolet light used to disinfect — to help kill bacteria on toothbrush heads.

Toothbrushes left in bathrooms can end up covered in germs, especially if they’re kept near the toilet. Studies suggest they can pick up bacteria such as E. coli, along with other germs linked to illness and tooth decay.

The firm claims its new UV Toothbrush Steriliser kills 99.9% of bacteria in three minutes, while also drying and protecting brushes between uses. It features a digital LED display, USB‑C charging and is compatible with both electric and manual toothbrushes, the company said.

The launch is the latest expansion from Whites Beaconsfield, founded in 2019 by brothers Ollie and Toby Brittan, which has grown rapidly through social media and influencer marketing.

Co-founder Ollie Brittan said: “The reality is that most people have no idea how contaminated their toothbrush can become.

“When we discovered the levels of bacteria that can build up on toothbrushes, including exposure to airborne particles released from flushing toilets, we knew there was a real opportunity to create something genuinely useful for consumers.

“This product isn’t about fear. It’s about giving people an easy, affordable way to improve their daily hygiene routine using technology that actually works.”

Toby Brittan added: “Consumers today are far more health-conscious and hygiene-aware than ever before. We’ve seen huge growth in people investing in wellness products that improve everyday routines and this fits perfectly into that shift.

“The Whites Beaconsfield Toothbrush Steriliser combines health, convenience and premium design in a way we believe the market has been missing.”

The product is being backed by dentist and online personality Dr Milad Shadrooh, known as “The Singing Dentist”, who has joined the firm as a dental adviser.

Dr Shadrooh said: “Most people rinse their toothbrush and assume it’s clean, but bacteria can remain on brush heads long after use, especially in damp bathroom environments.

“UV‑C sterilisation is a simple and effective way to significantly reduce bacterial contamination and improve toothbrush hygiene as part of a daily oral health routine.”

The Whites Beaconsfield UV Toothbrush Steriliser is priced at £29.99 in the UK.