Let’s face it, to some using the bathroom can be a sensitive subject. While we get over the shame of it all, one company has tackled eliminating embarrassing bathroom smells with its new odor eating toilet seat.

The Kohler Purefresh toilet seat promises to eliminate bathroom odors through a specialized fan that sucks in air and directs it through a replaceable carbon filter.

The fan automatically turns on once you sit down and as an option the toilet can deliver three pleasant scents: Garden Waterfall, Soft and Fresh Laundry, and Avocado Spa. Avocado Spa may put you off Mexican food forever, but filtered scented air is a better option than masking odors with chemical based air fresheners.

The Purefresh toilet seat costs $90 and can be attached to most toilets. It also requires two D-cell batteries and the filters should be replaced after 6 months of use.

According to ABC News, Kohler is not the first company to make a no-smell seat. San Francisco-based Brondell introduced one in 2006, but pulled it from the market about three years ago because the manufacturing costs were high and demand “wasn’t where we had hoped it would be,” said the company’s president, Steve Scheer.

As it is an innovative idea, it will be interesting to see if the concept will take off this time around.