About Us

You know that feeling when you’re climbing into bed, already half-asleep… and suddenly remember you forgot to floss?

Yeah - same.

For years, flossing felt like this weird loop of guilt. I’d buy floss, promise myself I’d do it nightly, then forget it existed until my next dentist appointment. The plastic container would end up buried in a drawer, collecting dust and judgment.

One night I asked myself, why is this still so awkward?

That question became esful.

We started with a simple idea: what if floss was actually designed to be part of your space - and your routine? So we made a wall-mounted, refillable dispenser that’s clean, minimal, and always in sight. Because if you can see it, you’ll actually use it.

Now, flossing is quick, easy, and honestly kind of satisfying.

At esful, we believe that when good habits are beautiful, frictionless, and visible, they just stick.
And that the products you use every day should feel as good as they look.

So we make things that are:

• Refillable and low-waste
• Made to keep and re-use, not throw away 
• Free from nasties like PFAs, Teflon, and parabens
• Built to blend in, not clutter up

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Note from Founder
I really do care about this business and my customers. You are the most important part of my business. If you have any problems, questions or just want to chat, flick me an email to hey@esful.com and I’ll get back to you within a couple of hours!
Chris Cole