01 / ORAL CARE
Oral care
05daily essentials
ABOUT FOI / ROOTED IN LONDON
Small comforts.
Every single day.
FOI | Independent Everyday Care from Britain
We believe in bringing small comforts to every day. From oral care and restful moments to daily hair care, our gentle, practical designs offer thoughtful companionship for the whole family.
Meet FOI ↓THE FOI WAY
Rooted in London.
Here for the family.
FOI is an independent lifestyle and personal care brand rooted in London, England.
Created around everyday family routines, our home care collection spans oral care (adult ultra-soft, triple-sided and wide-head toothbrushes, children’s ultra-soft toothbrushes and whitening toothpaste), sleep (earplugs and sleep masks), and hair care (a coconut vented brush and a mini cushion hairbrush).
Guided by British simplicity and practicality, FOI focuses on feel, safety and everyday usefulness rather than excessive luxury. Gentle, dependable personal care essentials bring comfort to the daily life of every family member.
NINE EVERYDAY ESSENTIALS
Three collections. Nine daily companions.
02 / SLEEP
Sleep essentials
02daily essentials
03 / HAIR CARE
Hair care
02daily essentials
SIMPLICITY, WITH PURPOSE
Simple, practical, considered.
Feel
Care in every touch, hold and daily use.
Safety
Keeping family routines at the heart of each design.
Practicality
Simple, useful essentials that fit naturally into life.