Some of the best ideas are born from the smallest everyday moments. For Simon Cooper, that moment happened in his own bathroom.
He picked up his toothbrush — a cheap, disposable plastic one — and noticed the bristles were frayed, the handle dull and sticky with old toothpaste. It wasn’t just worn out. It was gross. But what struck him most wasn’t the state of the brush — it was the waste. Why, he wondered, do we keep throwing away the handle when the handle still works?
That one question became the seed of a much bigger mission.
The Spark of an Idea
With a background in design and an eye for systems that make life simpler, he couldn’t shake the thought: a toothbrush doesn’t have to be disposable. What if we could design one that was made to last?
That curiosity led him down a rabbit hole of research. The deeper he looked, the more absurd it seemed: billions of plastic toothbrushes are thrown away every year, most of which will outlive the people who used them.
It was clear the world didn’t need another toothbrush. It needed a better one.
So Simon set out to design something that could shift the story — from disposable to durable, from short-term convenience to long-term sustainability.
Why “Nada”?
The name “Nada” came naturally. In Spanish, it means nothing. A fitting reminder that the goal is to leave nothing behind — no waste, no excess, no unnecessary harm.
It also reflects Simon’s minimalist mindset: that design should remove what isn’t needed, not add more
Nada stands for simplicity, circularity, and the belief that sustainability doesn’t have to be complicated to be impactful.
From Problem to Purpose
The first prototype of what would become wasn’t flashy. It was simple — a sturdy aluminum handle with a replaceable head. The concept was clear: make the part that wears out easy to replace, and make the part that doesn’t wear out last a lifetime.
That small shift in thinking changed everything.
When you hold a Nada toothbrush, you can feel the difference. It’s solid, weighted, built to stay with you. You replace only the recyclable brush head — a simple act that keeps hundreds of disposables out of landfills over the course of your life.
But what makes Nada more than a toothbrush is the philosophy behind it: that thoughtful design can reduce waste without sacrificing function or beauty. Simon’s approach was never to guilt people into being “greener.” It was to make the sustainable choice feel natural, sleek and effortless.
Building Something That Lasts
Sustainability isn’t a buzzword at Nada. It’s built into every part of the product and process.
The aluminum handle is infinitely recyclable. The brush heads are collected and recycled through Nada’s closed-loop return program. Even the packaging is minimalist and made with 100% paper.
Simon often says, “We don’t just want to sell toothbrushes — we want to redesign the relationship people have with the products they use every day.”
For him, it’s not about perfection. It’s about progress — creating small, meaningful shifts that add up over time. Just like brushing your teeth: tiny daily actions that create long-term results.
A Mission That Matters
Since launching, the Nada community has grown to include thousands of customers who share Simon’s vision — collectively diverting hundreds of thousands of plastic toothbrushes from landfills and oceans.
Because that’s what happens when design aligns with purpose: small shifts ripple outward.
Looking Ahead
Simon’s vision doesn’t stop with toothbrushes. Nada is part of a bigger rethinking of everyday essentials — proof that when you slow down, question what “normal” really means, and design with intention, you can build something that truly lasts.
That’s the quiet power of Nada: a toothbrush that asks nothing of you but to notice. To pause for a second. To realize that sustainability isn’t a trend — it’s an invitation to care, to simplify, to choose better.
