Philips is getting into beauty with the launch of its new skin care regimen, PureRadiance Facial Cleansing System.

The electronic beauty device that incorporates the manufacturer’s sonic technology, which has been used in its toothbrushes – for a facial tool that’s ten times more effective than hand washing, the company says.

Annette Domnik, senior marketing director, Philips Consumer Lifestyle, said:

“While we know that women are dedicated to finding the right product for their skin, we also know that for many, this regimen is often changing. Philips PureRadiance works hand-in-hand with all types of cleansers and the technology can help provide better absorption of moisturizers and creams. With two speed settings and a wide range of interchangeable brush heads including sensitive and exfoliation, women can create their own personalized highly effective skincare experience.”

It’s available at select Bed Bath and Beyond retail locations and on Philips.com for $149.99. Each model comes with a Normal and an Exfoliation brush head.