# Willo

> Willo makes automatic mouthpiece toothbrushes for children aged five and up. AutoFlo+ automates toothpaste dispensing, brushing and rinsing; BrushBot automates brushing motion. The New York company sells devices, replacement heads and toothpaste online, with an emphasis on children who struggle with technique, attention, sensory comfort or motor control.

- **Founded:** 2014
- **Headquarters:** New York, United States
- **Founders:** Hugo de Gentile (Co-founder; CEO at the 2021 launch), Ilan Abehassera (Co-founder; President at the 2021 launch), Jean-Marie de Gentile (Co-founder; dentist and inventor)
- **Products:** Original Willo oral-care robot, AutoFlo+, BrushBot, Ortho brush heads, Willo App
- **Notable:** Original device included in TIME’s Best Inventions of 2020., Company reports a Mom’s Choice Award., Company-published clinical summary reports 60% plaque removal versus 20–25% with a manual brush after one session in children aged 5–13; up to 7x in hard-to-reach areas.

## Products & services

- **Original Willo oral-care robot** — Countertop mouthpiece system launched at $199 with a $13/month subscription in April 2021; historical product, not the current range.
- **AutoFlo+** — Automatic toothpaste application, mouthpiece brushing and rinsing; current product page lists $249 before promotions.
- **BrushBot** — Automatic brushing motion with manually applied foaming toothpaste and manual rinsing; current product page lists $149 before promotions.
- **Ortho brush heads** — Model-specific heads for AutoFlo+ and BrushBot, designed around brackets and wires; medium and large sizes.
- **Willo App** — Brushing history, rewards and streak milestones for families.
- **Toothpaste and replacement heads** — Recurring consumables, including fluoride and fluoride-free flavors and dye-free toothpaste options.

## Achievements

- Original device included in TIME’s Best Inventions of 2020.
- Company reports a Mom’s Choice Award.
- Company-published clinical summary reports 60% plaque removal versus 20–25% with a manual brush after one session in children aged 5–13; up to 7x in hard-to-reach areas.

## Latest updates

- **2024-12** — AutoFlo+ launch announcement named Dave Fox as CEO.
- **2025-10** — AAPD’s Q4 2025 Pediatric Dentistry Today publication carried a Willo BrushBot advertisement.
- **2026-10** — Research snapshot: site offers AutoFlo+, BrushBot and Ortho heads; product pages list $249 and $149 with temporary $50 and $20 offers ending October 6.

## Links

- Website: https://willo.com/
- LinkedIn: https://www.linkedin.com/company/willocleans/
- Twitter/X: https://twitter.com/willohq
- YouTube: https://www.youtube.com/channel/UCGaZ_QvBF2_R8BcUWN6SA7Q
- Instagram: https://www.instagram.com/willocleans/
- Facebook: https://www.facebook.com/willocleans/
- TikTok: https://www.tiktok.com/@willocleans

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Profile page: https://yespress.io/willo
Published by YesPress — https://yespress.io
Last updated: 2026-10-04