DETROIT, MI - Rather than having their toothbrushes join the some 450 million plastic ones that end up in landfills,

makes its handheld hygienics out of 100 percent biodegradable materials.

That's part of its social mission, the Detroit company said today, as it officially launches.

Though coming online today, Bogobrush was co-founded two years ago by brother-sister duo John and Heather McDougall.

The siblings, and children of a dentist, said they had the idea of bringing more environmental sustainability to people's daily routines. Each toothbrush is made of bamboo and has biodegradable nylon bristles.

Bogobrush is also teaming up with non-profit health center

to distribute the toothbrushes to less fortunate folks in the Detroit area. The company said it will donate one toothbrush for each one it sells.

Bogobrush is currently pre-selling all of the toothbrushes on its website, where a single brush can be ordered or a yearly supply - with a new one delivered every three months - can be bought.

If the company meets a pre-sales goal it will likely produce the toothbrushes in United States, otherwise sourcing has been set up in the Far East, company spokeswoman Macey Morrison said.

Bogobrush is also pursuing local retailers in the Detroit area to carry the company's products, Morrison said.

The company currently has five employees, all based in Detroit.