A brush head assembly (100) comprising a sandwich assembly (200) comprising a flexible matrix (30″) positioned between two layers of stiff or stiffer material (220), a plurality of bristle tufts (21), each of which comprises a plurality of bristle strands, each bristle tuft having a proximal end (23) and a free end (25), a bristle tuft retention element (250) for each bristle tuft (21), the bristle tuft retention elements (250) connecting the proximal end of the bristle tufts (21) to the sandwich assembly.
