At Violife we are all about performance, style, and portability.
From travel essentials to beauty tools and accessories, our products enhance your personal care and personal space every day, everywhere.
Fifteen years ago, a successful entrepreneur from New York City was reading a popular gadget catalog. He discovered a product he had never seen before. It was a household appliance that eliminated bacteria on one of the most widely-used items in the world: your toothbrush. The product in the catalog used ultraviolet light to kill germs; a technology used in hospitals, water treatment plants, and food preparation, but was hardly used in consumer goods.
Immediately, our entrepreneur had two thoughts. First, his business mind concluded that everybody brushes their teeth. Potentially this was a product for the masses! Second, his creative side knew that he could design a better looking version that people would be proud to put on their bathroom counter. You see, the appliance he found in the catalog was truly an “appliance”. All function, but no form. In fact, some would say the device was rather ugly.
He found electrical engineers, microbiologists, and product designers to help him build a UV toothbrush sanitizer that was beautiful, effective and affordable. After about a year of research and development, he asked me to join him. I had just sold my first company and I was looking for my next business adventure. I had a notion that this partnership had potential. You see, there was some history between us. Our entrepreneur is my dad.
On a spring day in 2004, in my suburban New York basement, we officially incorporated **Violight** and set out to build a few thousand UV Toothbrush Sanitizers. By that time, everything about the product was super cool. The world-renowned designer [Philippe Starck] furnished a sleek, beautiful toothbrush holder concept for the shell. The ultraviolet technology inside was tested and proven to kill 99.9% of germs on toothbrushes by the infamous NYU School of Dentistry. We built a small website with a Paypal shopping cart, and called a few catalogs to see if they would carry the item. We contacted a friend who had a small warehouse in New Jersey, and another friend who had some PR connections to help get the word out.
The Violight Countertop UV Toothbrush Sanitizer (item #VIO100) was in production, just in time for Holiday gifting. Our hard work paid off in ways we could only dream about: TIME magazine named our sanitizer “One of the Coolest Inventions of the Year”, and Ellen Degeneres wanted 300 units for her ’12 days of Christmas’ audience giveaway. We were on our way!
As you can imagine, we outgrew our little basement office and needed to come up with more products, more distribution, and a bigger team to help us push forward. The next iteration was the Violight Travel Safe UV Toothbrush Sanitizer (item #VIO200)…designed with the same 99.9% germ-killing effectiveness as our countertop product in a convenient, portable case. Perfect for hotels, toiletry kits, office drawers, gym bags, and anywhere you take your toothbrush.
Fast forward a few years, and we were pioneers in UV personal care. Our next best seller was the Zapi UV Toothbrush Sanitizer, designed with bright colors and characters, to express your personal style while offering the same health benefits that made Violight famous.
After our focus on UV, we had a good handle on what made us successful: products that had great functionality with a unique sense of style. From the start these key factors helped us stand out. So we set out to bring these core values to other products that people use everyday. Our next item became our best seller, the Slim Sonic toothbrush. This little marvel had sonic power to rival the best power toothbrushes on the market. It’s price tag was under $20, and it came in dozens of trendy colors and patterns. Its mascara-style cap and compact size made it perfect for an on-the-go lifestyle.
Soon we added other travel items like our personal humidifier and design-driven beauty accessories to the mix, and all of a sudden we weren’t just a UV company anymore.
The name Violight suited us well for many years, but sales of our new items were outpacing our UV sanitizers. Our products were part of our customer’s healthy, on-the-go, fashionable lifestyle. The ‘light’ in our name only pertained to a small portion of our product mix. It was time for a change.
We needed a name that would be recognizable to everyone that knew us, but reflect the new brand we had become. **Violife** was the perfect, natural evolution from **Violight**. We changed our name in 2013, refreshed our packaging and website, but kept our logo identical to make sure everyone still recognized the company they grew to know and love.
We’ve come a long way from our highly-styled UV sanitizers to our first set of solid-color Slim Sonic toothbrushes. Today, Violife products are sold in over 20 countries around the world, and we partner with some of the top retailers here in the USA.
Our products keep getting better through improved technology, great design, and higher quality than ever before. In 2017, we introduced Slim Sonic Basic. It’s the world’s first fashionable sonic toothbrush, and truly affordable at just $9.99! We hope you are as excited as we are about the next iteration of our growth. Since day one we have fostered a company with a great sense of family, fun, hard work, and amazing products. With millions of happy customers all over the globe, we are happy to share our Vio-‘life’ with all of you!
– Jonathan Pinsky
Cofounder and CEO