The Sonic Boom Your Bathroom Deserves: FOREO’s issa™ 4 Launches, and It’s a Game-Changer

Let’s be honest—oral care isn’t exactly the sexiest part of your beauty routine. But what if your toothbrush didn’t just sit quietly by the sink, but made actual waves in the way you approach hygiene? Enter issa™ 4, the newest innovation from FOREO, the Swedish skin-tech powerhouse known for flipping the beauty game on its head. This isn’t just a toothbrush. It’s the fourth-gen lovechild of design obsession, clinical precision, and straight-up family drama. We’ll explain.

Launched this June in Stockholm, issa™ 4 is more than a reboot—it’s the sleek evolution of the world’s first silicone sonic toothbrush, now reengineered with 4-in-1 functionality to target teeth, gums, cheeks, and your often-forgotten tongue. “Today’s consumers expect more from their personal care routines - issa™ 4 meets that demand by turning oral hygiene into a high-tech, high-efficacy experience. It’s the result of deep user insight, clinical research, and design thinking rooted in FOREO’s commitment to performance and sustainability,” says Anel Puzic, General Manager of FOREO SEA.

So, what’s under the hood? The patented Sonic Pulse tech hums at up to 11,000 pulsations per minute, while a hybrid brush head teams ultra-soft silicone bristles with tougher inner polymer ones. Translation: it’s gentle where it matters (gums, tongue) and intense where it counts (plaque, stains). And get this—one USB charge lasts an entire year. Try getting that from your average drugstore toothbrush.

The lineup doesn’t stop at the main device. FOREO has also dropped the issa™ 4 plus, an even smarter iteration featuring AI Pressure Adapt tech that auto-adjusts intensity based on how hard you’re brushing (basically, it knows when you're being a little too aggressive). There’s also the bite-sized issa™ 4 smile, designed for people who want streamlined, no-fuss performance, and issa™ 4 baby—a double-sided tool of genius made for tiny hands and teething tots. It’s designed with a smiling face on the brush head that turns brushing time into baby-banter.

The app connectivity across the collection adds a layer of personalisation, letting users fine-tune modes and intensities with surgical precision. It’s like having a digital dentist in your pocket—but one that doesn’t lecture you for skipping floss.

And let’s not overlook the brush head itself. It lasts twice as long as the industry standard and is clinically proven to remove 30% more plaque. The outer silicone bristles are soft enough to soothe sensitive areas, while the polymer interior doesn’t flinch in the face of stubborn gunk. Plus, they resist bacteria growth and hold their shape for months—good for your mouth and the planet.

How did this all begin? Not in a lab, but on a family holiday to Vis Island (called “Issa” in ancient Greek). FOREO founder Filip Sedic caught his kids red-handed—or rather, wet-bristled—and realised their nylon toothbrushes stayed damp and germy long after use. That spark of irritation led to a seismic shift in oral care, trading in nylon for silicone (35 times more hygienic, FYI) and kicking off what many call the biggest upgrade in brushing since electricity.

Pre-orders for the issa™ 4 collection begin June 13th, with an official launch on June 30th. Early birds get rewarded too: customers who pre-order the issa™ 4 or issa™ 4 plus score a free Hybrid Wave Brush Head to celebrate Smile Power Day—yes, that’s a real thing.

Ready to rethink how you brush? FOREO’s issa™ 4 collection doesn’t whisper change. It roars.

Follow @foreo_official or visit foreo.com for more.