About Willo
Founded on a mission to revolutionize the oral health of children, Willo combines innovative design, advanced technology, and decades of oral health expertise to create breakthrough dental products for children. Willo’s dedicated team of engineers, designers, and dental health professionals work together to create innovative dental products that make brushing enjoyable for kids while giving parents confidence that they are establishing healthy, lasting oral care habits for their kids. Willo is dedicated to transforming daily routines into opportunities for better health, ensuring every child enjoys a brighter, healthier smile.
Did you know that the name "Willo" is inspired by nature? Thousands of years ago, people used the branches of the willow tree as natural toothbrushes. By chewing the ends of the branches, they created frayed bristles that were effective for cleaning teeth. Willow twigs were not only gentle but also naturally antibacterial, making them a popular choice in early oral care. Learn more about oral health on our blog.
Dr. Joel Berg, DDS, MS - Chief Dental Officer and Lou Josselin - VP, Global Product Development talk about why and how Willo was created.
Meet the Willo Leadership Team
David Fox
David Fox - Chief Executive Officer
With over 20 years of management experience in the oral healthcare industry, David Fox brings a strategic and seasoned perspective to our leadership team. His extensive background spans leadership roles across early-stage ventures and global brands, where he has demonstrated a talent for scaling businesses and driving sustainable growth. David has successfully negotiated, integrated, and led the acquisition of more than 10 brands and companies, proving his expertise in strategic expansion and integration. Under his leadership, our mission to revolutionize oral care for children is taking shape with transformative potential.
Dr. Joel Berg
Dr. Joel Berg, DDS, MS - Chief Dental Officer
Dr. Joel Berg is a prominent figure in the dental field, with a career marked by key leadership roles that bridge clinical expertise and industry innovation. His previous positions include Chief Science Officer at ESPE Dental (now 3M Healthcare) and Chief Dental Officer of Sonicare (Philips Oral Healthcare). As a past president of both the American Academy of Pediatric Dentistry and the American Academy of Esthetic Dentistry, and former Dean of the University of Washington School of Dentistry, Dr. Berg brings unparalleled experience and authority to our team. Known for his advocacy for child oral health, Dr. Berg is passionate about making brushing an engaging, effective routine that kids look forward to. His dedication to improving children’s dental health guides our every decision.
Cameron Poluszek
Cameron Poluszek - Chief Marketing Officer
Cameron is driven by his dedication to understanding and meeting consumer needs, particularly in oral healthcare. With more than 20 years of marketing and general management experience within the consumer packaged goods industry—including leadership roles with trusted brands like Sensodyne, Pronamel, Parodontax, Biotene, Polident, and Poligrip—he’s built a reputation for transforming consumer insights into memorable, trusted brands. His approach combines strategic vision with a deep commitment to consumer health, positioning him as a leader in the field. With Willo, he sees a tremendous opportunity to create a brushing experience that not only appeals to kids but also fosters lifelong dental habits, blending innovation with real impact for families.
Lou Josselin
Lou Josselin - VP, Global Product Development
Lou is a product development specialist with a focus on blending technology with user-centered design. With over a decade of experience in managing research projects and hardware development, particularly within the robotics industry, Lou’s leadership is essential in ensuring that we craft a product that not only meets the unique needs of children and their parents but also adheres to the highest standards in the industry. Lou’s hands-on approach and commitment to innovation ensure that our products are designed and executed with precision, reliability, and the end user’s experience in mind. His commitment to innovation ensures that our automated toothbrush isn’t just another tool—it’s a reimagined experience that makes brushing easy and enjoyable.
David Fox - Chief Executive Officer
With over 20 years of management experience in the oral healthcare industry, David Fox brings a strategic and seasoned perspective to our leadership team. His extensive background spans leadership roles across early-stage ventures and global brands, where he has demonstrated a talent for scaling businesses and driving sustainable growth. David has successfully negotiated, integrated, and led the acquisition of more than 10 brands and companies, proving his expertise in strategic expansion and integration. Under his leadership, our mission to revolutionize oral care for children is taking shape with transformative potential.
Dr. Joel Berg, DDS, MS - Chief Dental Officer
Dr. Joel Berg is a prominent figure in the dental field, with a career marked by key leadership roles that bridge clinical expertise and industry innovation. His previous positions include Chief Science Officer at ESPE Dental (now 3M Healthcare) and Chief Dental Officer of Sonicare (Philips Oral Healthcare). As a past president of both the American Academy of Pediatric Dentistry and the American Academy of Esthetic Dentistry, and former Dean of the University of Washington School of Dentistry, Dr. Berg brings unparalleled experience and authority to our team. Known for his advocacy for child oral health, Dr. Berg is passionate about making brushing an engaging, effective routine that kids look forward to. His dedication to improving children’s dental health guides our every decision.
Cameron Poluszek - Chief Marketing Officer
Cameron is driven by his dedication to understanding and meeting consumer needs, particularly in oral healthcare. With more than 20 years of marketing and general management experience within the consumer packaged goods industry—including leadership roles with trusted brands like Sensodyne, Pronamel, Parodontax, Biotene, Polident, and Poligrip—he’s built a reputation for transforming consumer insights into memorable, trusted brands. His approach combines strategic vision with a deep commitment to consumer health, positioning him as a leader in the field. With Willo, he sees a tremendous opportunity to create a brushing experience that not only appeals to kids but also fosters lifelong dental habits, blending innovation with real impact for families.
Lou Josselin - VP, Global Product Development
Lou is a product development specialist with a focus on blending technology with user-centered design. With over a decade of experience in managing research projects and hardware development, particularly within the robotics industry, Lou’s leadership is essential in ensuring that we craft a product that not only meets the unique needs of children and their parents but also adheres to the highest standards in the industry. Lou’s hands-on approach and commitment to innovation ensure that our products are designed and executed with precision, reliability, and the end user’s experience in mind. His commitment to innovation ensures that our automated toothbrush isn’t just another tool—it’s a reimagined experience that makes brushing easy and enjoyable.
“The Willo AutoFlo+ is the next generation of children’s brushing technology. There’s truly nothing else like it on the market today. This innovation makes toothbrushing easy and engaging for children, all while giving parents peace of mind that their kids are brushing correctly, without the need for supervision.”
- Dave Fox, oral health expert and CEO of Willo
The Willo Blog — Where Smarter Smiles Begin
Willo Is Helping Make Mornings and Bedtime Easier for Families
For many parents, brushing teeth can be one of the most stressful parts of the day—especially when it’s wrapped into already busy morning and bedtime routines. But what if that everyday moment coul...
Good Communication – How to Talk to Parents and Children to Motivate Change
When dental professionals take the time to listen, encourage, and empower, you inspire families to become proactive about oral health. Through small shifts in language, tone, and approach, you can ...
Dental Anxiety—Managing the Nervous Child in Your Chair
For many children, especially younger kids, the dental office can be an unfamiliar and overwhelming environment—one that provokes fear and sometimes refusal of care.1 In this article, we’ll take a ...