A brush head having a distal end 36, the brush head comprising: an elastomeric matrix comprising a first surface ; a plurality of retention rings disposed in the elastomeric matrix, each of which comprises a first end , a second end positioned closer to the first surface of the elastomeric matrix than the first end, an interior wall forming an interior space with a central longitudinal axis , and an exterior wall , wherein: the interior wall of at least a first retention ring (50") of the plurality of retention rings is generally circular in shape; the interior wall of at least a second retention ring of the plurality of retention rings is generally non-circular in shape; the exterior wall of each of the plurality of retention rings is generally non-circular in shape; and at least one of the interior wall or the exterior wall of each of the plurality of retention rings comprises a taper extending from the first end to the second end in a direction toward the central longitudinal axis; a plurality of bristle tufts , each of which is inserted into the interior space of one of the plurality of retaining rings, comprises a plurality of bristle strands, has a proximal end and a free end , and is retained at its proximal end by the formation of a head portion of the bristle tuft adjacent to the exterior of the second end of the one of the plurality of retaining rings; and a neck , a distal platen portion of which is connected to and at least partially embedded in the proximal end of the elastomeric matrix, wherein the neck is formed of a material with a higher elastic modulus value than the elastomeric matrix. an elastomeric matrix comprising a first surface ; a plurality of retention rings disposed in the elastomeric matrix, each of which comprises a first end , a second end positioned closer to the first surface of the elastomeric matrix than the first end, an interior wall forming an interior space with a central longitudinal axis , and an exterior wall , wherein: the interior wall of at least a first retention ring (50") of the plurality of retention rings is generally circular in shape; the interior wall of at least a second retention ring of the plurality of retention rings is generally non-circular in shape; the exterior wall of each of the plurality of retention rings is generally non-circular in shape; and at least one of the interior wall or the exterior wall of each of the plurality of retention rings comprises a taper extending from the first end to the second end in a direction toward the central longitudinal axis; the interior wall of at least a first retention ring (50") of the plurality of retention rings is generally circular in shape; the interior wall of at least a second retention ring of the plurality of retention rings is generally non-circular in shape; the exterior wall of each of the plurality of retention rings is generally non-circular in shape; and at least one of the interior wall or the exterior wall of each of the plurality of retention rings comprises a taper extending from the first end to the second end in a direction toward the central longitudinal axis; a plurality of bristle tufts , each of which is inserted into the interior space of one of the plurality of retaining rings, comprises a plurality of bristle strands, has a proximal end and a free end , and is retained at its proximal end by the formation of a head portion of the bristle tuft adjacent to the exterior of the second end of the one of the plurality of retaining rings; and a neck , a distal platen portion of which is connected to and at least partially embedded in the proximal end of the elastomeric matrix, wherein the neck is formed of a material with a higher elastic modulus value than the elastomeric matrix. <EOS>