GUM is actually an acronym for Gentle Uletic Massage. Uletic means relating to the gums. GUM is specifically designed toothbrush to provide the maximum benefits for cleaning your gums. GUM is a product of the dental company, Sunstar Global. GUM has a variety of products for dental hygiene including dental accessories, Kids care, toothbrushes, travel oral care and oral pain relief. You can purchase GUM dental care items through their website: GUM brand. For security purposes they go a step further and will never email credit card information nor store it on their servers. GUM has solutions to a variety of your concerns including dental care with braces; pain caused by certain foods, health concerns such as diabetes or mouth sores.