# Feno > Feno makes the Smartbrush, a U-shaped electric toothbrush with about 18,000 bristles that cleans every tooth at once in roughly 20 seconds, paired with a built-in scanner and an AI oral-health app. Direct-to-consumer, US-based. Feno is a Los Angeles area (Culver City) oral-care hardware brand selling a connected "Smartbrush": a U-shaped mouthpiece that brushes all teeth simultaneously in about 20 seconds, replacing the standard two-minute routine. The brush has an embedded scanner that feeds the Feno app, which turns mouth images into personalized oral-health reports, trend tracking, and virtual coaching. The business model is hardware plus a recurring layer: a personalized TrueFit Mouthpiece, Feno Foam xylitol toothpaste, and a Feno Plus subscription for AI monitoring and dentist-connected insights. The core customer is a time-pressed, health-conscious adult who wants a faster, more effective, lower-effort clean, with strong secondary pull from ADHD and neurodivergent users (the 20-second, low-effort routine is a documented draw) and parents buying for children. The brand positions hard around two ideas: the 20-second whole-mouth innovation and the link between oral health and overall systemic health. Sold direct on feno.co (Shopify) and on Amazon, with a "For Pros" motion aimed at dental professionals. Primary market is the United States, with meaningful demand in the UK, India, Canada, Australia, and Germany. ## Products / Services - [Founder's Edition Bundle](https://feno.co/products/founders-edition-bundle-one-time): Complete starter kit with the Smartbrush, handle, charger, TrueFit Mouthpiece, Feno Foam, tongue scraper, and Feno Plus access. - [Founder's Edition Bundle with Feno Plus Annual](https://feno.co/products/founders-edition-bundle-with-feno-plus-annual): The Founder's Edition kit bundled with a full year of Feno Plus AI monitoring and coaching. - [Founder's Edition Plus](https://feno.co/products/founders-edition-plus): A higher tier of the Founder's Edition that extends the included Feno Plus subscription. - [Elite Oral Health Bundle](https://feno.co/products/elite-oral-health-bundle): The top bundle, adding a salivary microbiome test kit to the full Smartbrush system. - [Feno Plus Membership](https://feno.co/products/feno-plus-membership): The software subscription delivering AI oral-health monitoring, personalized feedback, and virtual coaching. - [TrueFit Mouthpiece](https://feno.co/products/truefit-mouthpiece-member): The personalized U-shaped mouthpiece that holds the bristles and fits each user's bite. - [Feno Foam Toothpaste Refill](https://feno.co/products/xyfoam-toothpaste-refill-non-member): Xylitol foaming toothpaste formulated to work with the Smartbrush. - [Salivary Microbiome Test Kit](https://feno.co/products/salivary-microbiome-test-kit): An at-home saliva test that profiles the oral microbiome for deeper health insight. - [Feno Gum](https://feno.co/products/feno-gum): An oral-care chewing gum sold as a consumable add-on. - [Shop All Products](https://feno.co/collections/feno-products): The full catalog of Smartbrush bundles, mouthpieces, and consumables. - [Bundles](https://feno.co/collections/bundles): All Smartbrush starter bundles in one place. - [Consumables](https://feno.co/collections/consumables): Replacement mouthpieces, Feno Foam, and other recurring supplies. ## About - [Feno App](https://feno.co/pages/app): How the connected app pairs with the scanner to deliver oral-health reports and tracking. - [Oral Health Reporting](https://feno.co/pages/oral-health-reporting): Explains the AI-generated oral-health insights, alerts, and trend monitoring. - [How to Use Feno](https://feno.co/pages/how-to-use): Step-by-step guidance for the 20-second full-mouth brushing routine. - [Feno Kids](https://feno.co/pages/kids): The Smartbrush built for children ages 3 to 12, with ultra-soft bristles and multiple mouthpiece sizes. - [For Professionals](https://feno.co/pages/professionals): Information for dentists and dental practices partnering with Feno. - [Press](https://feno.co/pages/press): Media coverage and press resources for the brand. - [Gifting](https://feno.co/pages/gifting): Options for giving the Feno Smartbrush as a gift. - [FAQ](https://feno.co/pages/faqs): Common questions about the Smartbrush, the app, shipping, and returns. - [Contact](https://feno.co/pages/contact): Customer support and general inquiries, with a one-business-day response target. ## Resources - [Feno Blog (News)](https://feno.co/blogs/news): The main blog covering oral health, bad breath, and the oral-systemic health connection, publishing roughly daily (newest posts dated June 2026). - [Gum Health](https://feno.co/blogs/gum-health): Articles on bleeding gums, gum disease prevention, and nutrition for healthy gums. - [Oral Health](https://feno.co/blogs/oral-health): Broader oral-health education and daily-care guidance. - [Smart Toothbrushes](https://feno.co/blogs/smart-toothbrushes): Explainers on AI and connected toothbrush technology. - [U-Shaped Toothbrushes](https://feno.co/blogs/u-shaped-toothbrushes): Content on full-mouth and U-shaped toothbrush design and benefits. - [Connected Toothbrushes](https://feno.co/blogs/connected-toothbrushes): Coverage of app-connected brushing and oral-health data. ## Social - [Instagram](https://www.instagram.com/feno.co/): The largest and most active channel, around 160K followers. - [YouTube](https://www.youtube.com/@feno.smartbrush): Product demos and brand video content. - [Facebook](https://www.facebook.com/people/Feno/61554326741354/): The official brand page operated by Feno Labs, Inc. - [TikTok](https://www.tiktok.com/@fenolabs): The official TikTok handle (returns 403 to automated requests but is the real brand account). - [LinkedIn](https://www.linkedin.com/company/feno-oral-care/): The company page for Feno Oral Care. ## Third-party context - Domain established March 2022 (registered via Namecheap), giving feno.co roughly four years of operating history. - Trustpilot rates Feno 4.4 out of 5 across 78 reviews, praising the time saved and cleaning result while flagging shipping delays for some orders. - Built on Shopify, with Klaviyo for email marketing and Cloudflare for DNS and CDN. ## Optional - [Privacy Policy](https://feno.co/pages/privacy-policy): How Feno collects and handles customer and oral-health data. - [Terms of Use](https://feno.co/pages/terms-of-use): The terms governing use of the site and products. - [Cookie Policy](https://feno.co/pages/cookie-policy): Details on cookies and tracking used across feno.co. - [XML Sitemap](https://feno.co/sitemap.xml): The machine-readable index of all crawlable pages on the site.