Most teeth whitening products are a horrible experience from start to finish.

We've all tried them & there's one thing we can all agree on. They cause pain & irritation that make life's simple pleasures like a glass of iced water or a hot cup of tea unenjoyable due to that short, sharp sensation known as sensitivity.

The cause of this sensitivity & discomfort?

We began speaking to dental experts to try and find out why home whitening products are so notorious for causing tooth sensitivity & irritated gums. The answer? A single ingredient; Hydrogen Peroxide.

An ingredient never meant for home use & banned by the EU.

We found out that Hydrogen Peroxide had made its way into at-home teeth whitening products, despite the fact it was only ever intended for use by dentists. It's so dangerous the European Union banned the sale of whitening products containing concentrations of over 0.1% of it.

We knew there had to be a better way, so we set out to find it.

An ingredient so dangerous that the EU effectively banned it? We knew there had to be a better way. So we set out to create a whitening formula that was just as effective as peroxide, but without the nasty side effects of tooth sensitivity, gum irritation & enamel damage.

Our solution: A clinically-proven, active whitening ingredient called PAP.

After years of research, we found our superstar ingredient. Phthalimidoperoxycaproicacid (or PAP for short) is an organic peracid capable of breaking down tooth stains & yellowing without affecting soft tissue or the mineral composition of teeth.

Safer than peroxide, but just as effective (if not more).

We found out that when PAP whitens, it oxidises tooth stains without releasing harmful molecules known as free radicals. Hydrogen Peroxide releases these molecules, which is why it so commonly causes tooth sensitivity & irritated gums.

2 years later we achieved our goal. But we're just getting started...

Today, our community stands at over 100,000 customers across the globe, but we're not done yet. Every day we continue to work with dental experts to develop products backed by science and driven by the belief that smile care should be both safe & effective.