George's mother had a problem, and George wanted to solve it. It turned out she had sensitive gums. So George began searching the market for products that would help her; along the way, he became convinced that many illnesses were rooted in poor dental hygiene. He decided to remedy it. A mother is a mother. He decided he would develop a unique toothbrush. It took him two years to achieve what he wanted: it would have a conventional shape, but it had to be extraordinary. After many trials and tests by dentists and users, Charcoal and Gold Toothbrush was launched on the market in 2012.

The product he and his team had achieved eliminated the 99% of harmful bacteria. That's healthy. They always knew that making dental hygiene easier was a way to make a real and positive impact on as many people as possible, and they came to a conclusion. That was their cause. And it is, now, one of Laconicum's causes.