A Californian start-up is looking to grab a slice of the U.S. toothbrush sales, which amounted to $1.43 billion in 2012, only $641 million of which occurred in traditional pharmacies. Total ecommerce sales, meanwhile, jumped over 16% in 2013, to $261 billion.

ToothbrushSubscriptions.com sends a new toothbrush directly to your door, every 1, 2, 3 months, according to your personal preference. Pick your timeline and then your toothbrush, from an essential selection of quality, American-made brushes starting as low as $3 per brush.

 “On its most basic level, ToothbrushSubscriptions.com is about making people’s lives easier,” says Founder David Howe. “We want this to be one less thing you have to worry about.”

“ToothbrushSubscriptions.com isn’t trying to reinvent the wheel, here. We’ve just taken a look at a basic need people have and thought about what we can do to meet that need in a way that fits the rest of their lives,” says Howe.

“When you look at the larger marketplace, you see that people are shopping online because it makes their lives easier. We’ve taken that a step further and said, ‘how can we help shoppers anticipate their own needs, so that even the shopping takes care of itself.’ If you know you’re going to need something every so often, why would you wait until that need arises to buy it? It’s so much simpler to do it all at once. That’s how I came up with the idea for ToothbrushSubscriptions.com.”

The company’s latest online video explains the idea behind the company.