FOI · BRITISH PERSONAL CARESmall comforts, every day.
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FOI gold and red toothbrushes in a sunlit pale blue setting, with open space on the left
FOI | Independent Everyday Care from Britain

Small comforts.
Every single day.

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.

Explore oral care Meet FOI

FOI Wide-Head Soft Toothbrush · Champagne gold / Red

Rooted in LondonINDEPENDENT EVERYDAY CARE
Nine daily essentialsOral · Sleep · Hair
Small comfortsFeel · Safety · Practicality

FOI / THE NEXT CHAPTER

NEW CARE · DESIGN STUDY

The next chapter
of everyday care.

An electric toothbrush. A cordless water flosser. Floss and floss picks. One considered visual language for a more complete daily ritual.

Explore the new designs ↗Product and packaging concepts. Models and specifications are yet to be confirmed.
FOI electric toothbrush, water flosser and floss concepts in a sunlit bathroom
PORCELAIN / MIDNIGHT / WATER BLUE · CONCEPT RENDER

OUR DAILY RITUALS

A little care, for every day.

A fresh start, a moment of ease, a little time to unwind. Find your daily ritual.

FOI wide-head toothbrushes in champagne gold and red
01 / THE MORNING RITUAL

Oral Care

A fresh beginning, every day.

Explore oral care
FOI yellow and mint children’s toothbrush with a petal-shaped guard and suction base
02 / LITTLE FOI

Little FOI

For their little daily rituals.

Explore Little FOI
FOI brown coconut vented detangling brush with a long handle and hanging hole on white
03 / HAIR CARE

Hair Care

A moment of ease in your routine.

Explore hair care
Front of the black FOI contoured sleep mask with an adjustable strap and its original lowercase logo
04 / SLEEP ACCESSORIES

Sleep Accessories

A quiet moment, just for you.

Explore sleep accessories

THE FOI COLLECTION

Discover your daily essentials.

Nine everyday care products for family routines, rest and grooming. Plus four new-care design concepts.

13 designs

BETTER IN YOUR ROUTINE

Find your own daily rhythm.

Discover products through your routine. These are pairing ideas, with each product presented individually.

Macro product render of white bristles on a gold FOI wide-head toothbrushBristle structure · Product render
DESIGNED AROUND YOUR DAILY CARE

Care is in
the details.

Meet the Wide-Head Soft Toothbrush. An extended curve and fine bristles bring considered design to your daily routine.

  1. 01An extended 45 mm headA carefully shaped, curved profile.
  2. 02Tapered bristlesAttention to the smallest details.
  3. 03Two distinctive coloursChampagne gold and red.
FOI Coconut Vented Detangling Brush campaign, showing its curved profile and rounded pins; original Chinese artwork
BEYOND THE BATHROOM

From daily care
to quiet moments.

A curved, vented brush for everyday detangling on wet or dry hair. A contoured sleep mask for the moments when it is time to slow down.

Meet the vented brush ↗Meet the sleep mask ↗

THE FOI WAY

Rooted in London.
Made for daily life.

FOI is an independent lifestyle and personal care brand rooted in London, England.

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.

A fresh startA moment of easeTime to unwind
About FOI
Two FOI toothbrushes on a stone display with white flowers and a sheer curtain

A LITTLE MORE TO KNOW

A few things
you might like to know.

About the collection and getting in touch.

What is in the FOI collection?

Our nine products include wide-head, ultra-soft, triple-sided and children’s toothbrushes, Aquatic Mint whitening toothpaste, a coconut vented brush, a mini cushion hairbrush, a sleep mask and sleep earplugs. Four further concepts explore electric care and floss; their models and specifications are yet to be confirmed.

Where can I find product details?

Each design has its own page with features, colours and available specifications. Refer to the product packaging for directions and suitability.

How can I enquire about products or partnerships?

Email [email protected] or call 4008-618-521. Our China distributor is 深圳萨提亚贸易有限公司.