In Brief

Goby is a new device that takes a direct-to-consumer approach to oral health

The direct-to-consumer market has been expanding in recent years with the popularity and success of companies such as eyeglass company Warby Parker and razor company Dollar Shave Club. Goby, an electric tooth-subscription service, is the latest start-up joining the direct-to-consumer service model and is hoping to disrupt the dental industry. The company has created an electric toothbrush that has taken away many needless features to provide an easy-to-use efficient tool at half the average price of most other electric toothbrushes.

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