Two factors make this toothbrush eco-friendly. First, except for the very soft bristles, the entire product is biodegradable, including the packaging. The manufacturer actually recommends pulling out the bristles with a pliers and then recycling the bamboo, perhaps a plant marker in your garden! More importantly, the bristles are truly soft and tooth-friendly. They are also curved and allow users to make important contact with the teeth. Using the brush will be a new experience for many who are not used to the way the bristles contour to the teeth.