A Cardiff-based start-up offering a subscription-based eco-friendly, cruelty-free and sustainable toothbrush service has secured £770k in investment.

Founded by former Deloitte advisor Mike Donovan, Brushbox aims to be the world’s largest subscription brand with its recyclable and biodegradable bamboo toothbrushes.

Since its launch in 2018, Brushbox has been listed as the number one start-up business to watch in Wales and, having delivered thousands of boxes across the UK last year, was named the second fastest-rising direct to consumer brand in the UK by Marketing Week magazine.

“We understand that actively remembering when to change your toothbrush may not immediately be at the top of everyone’s priority list, but we’re passionate about spreading the Brushbox ethos in order to improve people’s health," said said Donovan.

“The awareness around the damage that plastics are having in our seas and environment means that there is an ever-growing population of consumers who are crying out for eco-friendly and sustainable alternatives to the status-quo, and it’s important that this is done well."

During the funding round, Brushbox has also strengthened its board and investor base with the addition of founder, former CEO and now vice chair of Cloudreach, Pontus Noren.

The senior advisor to The Blackstone Group brings with him 24 years’ experience as a successful entrepreneur, with leadership expertise in the IT industry across sales, business development and product marketing from working for blue chip companies like Cisco, Ericsson, and Nokia.

On his investment and appointment to the Brushbox board, Pontus Noren said: “I met Mike a few months ago and his passion for Brushbox and his persistence to build the best consumer focussed subscription businesses was palatable.

“This is an industry ripe for disruption and Brushbox is in pole position to drive the change we need to see. With a focus on health, eco-friendliness and giving back as a core part of the business, I believe Brushbox can look forward to an exciting and bright future.”