Philips Sonicare has launched a new fashionable color for its electronic toothbrush line, as part of its DiamondClean range – the DiamondClean Amethyst Edition.

The bold color has a metallic sheen and metallic sheen inspired by the fashion world, and space.

“From the runways in New York, Paris, London and Milan to the latest glossy spreads, top designers have been employing both bold purple and galactic elements into their lines,” said celebrity fashion designer Adam Selman, who launched his eponymous collection after designing custom clothing for notable private clients. “The combination creates a standout aesthetic that is unexpected and daring in a traditionally white space.”

Boon Lai, Vice President of Marketing for Philips North America, added, “With the launch of Philips Sonicare DiamondClean Amethyst Edition, we set out to meet two needs: first, to help consumers achieve their best oral health and second, to satisfy a desire for standout style and customization.”