The Backstory

 Stephen Isola, Product Developer

Stephen Isola, Product Developer


My name is Stephen Isola, I am an architect and product developer. I have a passion for solving problems.

I came across an article about how the Q-Tip was created and was fascinated by how observing a need can create a simple, yet lasting solution. The cotton swab was invented in the 1920s by Leo Gerstenzang.

Leo had observed that his wife used a toothpick stuck into a piece of cotton to clean their baby's ears at bath time. He was concerned that the wooden toothpick might splinter and cut the baby’s ear or that the cotton might come off the stick and become lodged in the ear. He decided to design a ready-made cotton swab that could be used on babies with less risk of injury…the rest is history.

In 2013, I discovered the need for TwistNClean by exercising Leo’s method of observation. I observed that, every day my wife would use tissues to clean her mascara wand (not to mention that our bathroom counter and pail would also have black mascara marks from the used tissues.) 

When I asked her why she did this, she told  me that she needed to wipe off the excess mascara to avoid ‘clumpy’ eyelashes.

As a problem solver, I thought the tissue wasn't a very good idea because, besides being messy, it was also linty. I decided to design a simple solution – a ready-made, safe, non-toxic, biodegradable cube that would be a clean, no mess option to fighting what she calls ‘the clumps.’ I hope the rest will be history.