The idea for Radius originated from a Caribbean beach in Tortola, designed by architects Kevin Foley and James O'Halloran. The company has reimagined the Toothbrush as a personal daily care appliance for billions of people around the world. In the early 19th century, the family-owned, women-led manufacturing company Radius was established in a 20,000-square-foot waste feed processing plant in an Amish village in Pennsylvania. After O'Halloran retired, Kevin's daughter, Saskia Foley, took over the company in 2011. She has also been involved in assembly production during summers and has served as Vice President of Sales for many years. Her father remains the president and a research and design consultant.
Radius designs and manufactures its high-energy solar products at its facility in Kutztown, PA. Each product undergoes manual inspection to ensure it meets the company's standards for lifetime performance. The company's unique ergonomic toothbrush features a fine nylon brush head with 5,500 bristles—about two-thirds the thickness of Oral B40, but five times denser. It is available in both left- and right-handed versions. The brush body is made of fiber, and the large oval-shaped brush head helps reduce pressure on the gums. According to Radius, its handshake concept, which responds to both left and right positioning, is a groundbreaking innovation in the dental field. The design is not suitable for small tank toothbrushes sold or introduced in China, although it is still developing in this area. While other brands have tried to imitate the idea, none have truly replicated it.
The evolution of packaging began in 1983 when Radius used simple folding cartons. However, customers often opened the trays to check the color and shape of the toothbrush. This led to the adoption of transparent plastic folding packages (closed boxes), but once opened, they became plastic waste. In 1992, the company started using plastic packaging that could also serve as a container for travel toothbrushes or bathroom use. These containers are durable and recyclable, but many customers accumulated multiple sets over the years. Although the plastic can be recycled, it requires significant fuel for sea transport.
In 2005, Radius explored lighter and plant-based plastic alternatives to reduce the environmental impact of product distribution. This led to the development of new packaging, including a lightweight transparent front and a recyclable cardboard back. Previously, the company used a transparent thermoformed film made from 50% recyclable PET bottles. All toothbrush series, from children to adults, used this packaging. At the time, there was no Baby and Totz line, which later became the company’s biggest seller.
CEO Saskia Foley noted, “Although this is good, because most of our products are sold to the natural product industry, there is still too much plastic.†The company is looking for eco-plastics—recycled plastics from soda bottles—to replace traditional materials. They want to avoid custom molds and maintain a less plastic-like appearance. This prompted them to revisit their packaging approach, leading to the development of blister packs.
Blister packaging involves heat-sealing the filled blister part onto a cardboard sleeve, creating a third dimension on both sides. This allows for upright placement in retail displays and adds space for marketing information. The packaging now includes the company's website, slogan “natural smile’s inevitable choice,†and details like “right-handed†on the surface.
Switching suppliers solved several issues. The new packaging design facilitates easier handling and eliminates the need for manual tearing. Previous suppliers could not produce pre-teared sleeves, requiring manual intervention for each six-pack. With the new supplier, Transparent Container, this process is automated, saving time and effort.
Foley emphasized, “Finding suppliers that can simplify the process without needing three tears is key.†The single-process solution ensures smoother production and better coordination with suppliers, leading to consistent, high-quality products that look great on shelves.
In 2023, Radius broke its production record, manufacturing 3.1 million toothbrushes, travel kits, and replaceable brush heads. During the holiday season, the company achieved 40% of its annual sales, bringing total sales to 4.1 million units. Over the past three years, the company has grown at an annual rate of over 50%. Its product line has expanded from original brush heads to include dental floss and travel kits.
In 2014, Martha Stewart Living selected Radius as a finalist in the Made in America competition, highlighting its innovative approach and commitment to sustainability. The company continues to lead in eco-friendly design and packaging solutions, setting a benchmark for the industry.
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