Clean OS

Clean OS (CleanOS) is an Italian oral-care company that develops the CleanOS Smartbrush, a full-arch electric toothbrush whose brush heads are manufactured from an intraoral scan of the individual user's mouth. Rather than being moved across the teeth by the user, the device is inserted into the mouth and activated with a single button, cleaning one dental arch in about 30 seconds. The company positions the product against conventional electric toothbrushes on the grounds that standard heads are identical for every mouth while real arches differ in gum heights, interdental spacing, tooth shape and arch geometry.

The product line comprises the Smartbrush (EUR 200) and a CloudFoam micro-foam toothpaste (EUR 20) formulated to spread into narrow interdental spaces and to suit the arch-shaped device. The Smartbrush is described as using soft bristles, antibacterial and biocompatible CE-certified water-resistant materials, an ergonomic form, pressure sensors for controlled brushing force, and a wireless dock charge lasting up to two weeks. Custom heads are stated to last six to nine months versus three months for conventional brushes. The company publishes contraindications: the device is not indicated for users under 18 or for adults with conditions including severe dental crowding, full removable or full-arch implant prostheses, fixed traditional orthodontic therapy, severe periodontal tooth mobility, pronounced gag reflex, limited mouth opening, craniofacial malformations, certain neurological, neuromuscular, temporomandibular or psychiatric conditions, and oral autoimmune disease.

Beyond the device, the company describes a broader oral-care offering built around a network of affiliated Italian dental clinics providing discounted treatments, complementary products such as mouthwashes, whitening treatments and oral-microbiota supplements, and a digital clinical record allowing users to follow their oral health status.

Founding story

Clean OS was founded in 2024 by Giovanni Tuccari (CEO, a former BCG consultant with experience building international startups and scaleups), Pietro Pastore (Chief Medical Officer, a specialist dentist previously involved in the growth of invisible-aligner company Impress in Italy) and Francesco Anzalone (CTO, an electronic engineer with hardware design and product development experience). The company states it was created to address the observation that roughly 80% of people suffer from easily preventable oral pathologies, attributing this not to a lack of brushing but to the scope for human error in current brushing methods.

Business model

Clean OS sells hardware and consumables direct to consumers through its own online store, with the Smartbrush listed at EUR 200 and the CloudFoam toothpaste at EUR 20. The initial kit includes the Smartbrush, two custom brush heads for the upper and lower arch, a magnetic charger, bathroom accessories and a travel case, three months of CleanOS toothpaste, and a free intraoral scan at a partner clinic. Brush heads last six to nine months and are reordered on a reminder-confirmation basis without a repeat scan, creating recurring consumable sales. The crowdfunding material also describes planned adjacent revenue lines: complementary oral-care products such as mouthwashes, whitening treatments and oral-microbiota supplements, discounted access to dental treatments through the affiliated clinic network, and a digital clinical record for tracking oral health.

Revenue comes from one-off device sales plus recurring sales of personalised replacement brush heads and consumables such as the CloudFoam toothpaste, with planned additional lines in complementary oral-care products and mediated access to dental treatments via affiliated clinics. Company projections presented to crowdfunding investors indicated roughly EUR 800,000 of potential revenue in 2025 and a target of EUR 45 million in revenue with a 21% EBITDA margin by the end of 2028. A third-party business-data profile lists an estimated annual revenue of about $770,000 and a company size of 1-10 employees; those figures are modelled estimates rather than reported results.

Traction

The equity crowdfunding campaign closed overfunded at EUR 597,588 from 144 investors, 398% of its EUR 150,000 target, against a EUR 600,000 maximum. The company reported partnerships with more than 40 Italian dental practices, an affiliated network of 43 clinics, a significant waiting list ahead of launch, and backing from BlueThink SpA and Techstars. Its website sells the Smartbrush and CloudFoam toothpaste directly and cites early-user survey figures of 100% feeling a cleaner mouth from first use, 92% perceiving greater gentleness on the gums, 100% reporting simpler and faster oral hygiene and 94% saying they would not return to their previous routine; the sample size for these figures is not stated.