One product, made to do one job well

Every grinder with teeth ends the same way. Sticky herbs pack into the teeth, the lid gets harder to turn, and one day it does not open at all. It usually picks its moment, like a Friday night with guests on the way.

The idoobi exists so that never happens. It has no teeth to clog, so there is nothing to clean and nothing to get stuck. You set it over your herbs, press, and lift it off, and it works the same on day 300 as it did on day one.

The idea comes from our founder, Soheil Eghtesadi, who has ground herbs every day for 20 years and has owned just about every kind of grinder along the way. One of them stuck so badly it took a hammer to open. He has now used the same idoobi for close to a year without cleaning it once, and it still grinds.

Soheil is a Canadian entrepreneur from the Vancouver area who spent years importing products and selling them online. He shares what he has learned with hundreds of thousands of followers on YouTube, Instagram and TikTok, where his videos have been watched hundreds of millions of times. That includes more than 20 million views on YouTube alone and single Instagram reels with over 3 million views. He put his name on the idoobi because it is the grinder he uses himself, every day.