The Story Behind MySweetSmile
At-home teeth whitening was everywhere in 2020. LED kits flooded the market, all promising instant results in 10 minutes. But when we tested these products and spoke to customers, the pattern was clear: they either didn't work at all, or they caused severe sensitivity. Some even permanently damaged enamel.
We kept asking ourselves: why?
You don't go to the gym for 10 minutes and expect your dream physique. You don't use skincare products once and expect to wake up with flawless skin. Everything worth having in life requires consistency, patience, and the right approach.
So why was the entire at-home whitening industry selling instant fixes that didn't work?
What if whitening wasn't about instant transformations, but about building a sustainable, consistent routine? What if it worked with your existing habits instead of demanding complicated setups?
We spent months researching, testing products, formulas, and collaborating with dental experts. The goal was simple: create something that fits seamlessly into your daily routine, delivers real results without sensitivity, and actually works when used consistently.
2021 — Our First Year Delivering Smiles 💫
We created a peroxide-free whitening powder that gently lifts surface stains and removes years of yellowing. The best part? It works with your existing routine — simply use it before brushing with your regular toothpaste, and you're done.
No LED lights. No complicated steps. No harsh chemicals that damage enamel or cause sensitivity.
The response was instant. Within weeks, thousands of customers started sharing their results on social media. The Powder went viral across the UK.
Mid-2021 — Amazon's #1 Best-Seller
By mid-2021, we became Amazon UK's #1 Best-Selling Teeth Whitening Product — a position we've proudly held ever since.
We hit our first major milestone: 100,000 customers. But we also heard a consistent request: "I love the Powder, but what about deeper stains?"
The Powder is perfect for whitening surface stains with daily use. But we wanted to offer something that goes one step further — removing years of deep-set yellowing from within the enamel layer itself.
That's when we introduced the PAP Teeth Whitening Strips. The perfect complement to the Powder, our Strips safely penetrate the enamel to target stubborn discolouration that daily brushing can't reach. Together, they became the ultimate whitening duo — the Powder for your routine, the Strips for deep restoration.
2022 — Expanding Beyond Just Whitening ✨
Customers with crooked, crowded, or unevenly spaced teeth told us they struggled to whiten hard-to-reach areas. Regular brushing — even with the Powder — couldn't always access tight gaps or awkward angles.
We created the Precision Whitening Pen with a fine-tip brush applicator that targets specific teeth or difficult spots that other products miss. Compact and travel-friendly, it delivers our Advanced PAP Formula exactly where you need it — perfect for touch-ups on the go or focusing on problem areas.
This was a turning point. We realised that many people avoided whitening altogether because of sensitivity issues caused by years of enamel wear. What if we could help rebuild that enamel?
The Enamel Care Serum was born — our first product focused purely on oral health rather than aesthetics. Formulated with a high concentration of Hydroxyapatite (nHA+), it remineralises and repairs weakened enamel, stopping sensitivity at its root cause rather than masking the problem like most products do.
It's especially effective for those suffering from thinning enamel due to ageing. As the enamel is restored and strengthened, it naturally becomes shinier and appears whiter — proving that a confident smile truly starts with healthy teeth.
2023 — Our Breakthrough Year 🏆
In 2023, our Teeth Whitening Powder won its first IndyBest Award from The Independent Newspaper, voted "Best Teeth Whitening Product." Industry recognition that validated what our customers already knew: prioritising a consistent routine over instant fixes was the right approach.
By the end of 2023, we hit 500,000 customers worldwide and officially launched in the United States, expanding our mission to deliver smiles beyond the UK.
2024 — Our Biggest & Busiest Year Yet 📈
2024 was transformative. We doubled down on everything.
We won The Independent's IndyBest Award for the second consecutive year — our Teeth Whitening Powder once again voted Best Teeth Whitening Product, cementing our position as the UK's most trusted whitening solution.
Following the success of the Enamel Care Serum, we tackled another common problem: gum health. The Hyaluronic Gum Serum uses high-concentration Hyaluronic Acid (the same ingredient used in skincare) to hydrate gums, reduce inflammation, and prevent gum disease.
Next, we took customer feedback and completely reimagined our Whitening Strips. The new formula delivers even better results with the same sensitivity-free experience. We also increased the number of treatments per pack for better value, and added a cheek retractor to make application easier and more effective.
As MySweetSmile matured, we wanted our visual identity to reflect the quality and care that goes into every formula. We rolled out enhanced branding across the entire product range — transitioning from our original bright blue to the soft, premium light blue we're known for today.
New packaging colours. New tactile finishes. An elevated brand kit designed to match the premium positioning and clinical credibility we'd built. It wasn't just a packaging refresh — it was a complete brand evolution.
The Teeth Whitening Powder underwent rigorous independent clinical testing by Dermatest® in Germany — earning the prestigious 5-Star Seal of Approval, the highest rating achievable for safety, efficacy, and dermatological compatibility. Learn more about the clinical trial here.
We closed out a successful 2024 in style with a collaborative campaign with Transport For London — a two-week takeover across 15 of the capital's most iconic Underground stations throughout November.
From Finsbury Park to Waterloo, Camden Town to Knightsbridge, Bond Street to London City Airport, our bold creative stood out against the sea of generic "Save 60%" holiday ads. The message? Simple and confident: "Whitened my teeth and suddenly, 'Not tonight' turned into 'Every night.'"
It was cheeky. It was memorable. And it put a smile on the faces of thousands of daily commuters — proving that great advertising doesn't just sell products, it sparks conversation.
Brushing should be enjoyable, not a chore. We launched our Flavoured Toothpaste Range in Fresh Mint, Strawberry, and Mango — available in both Fluoride and Fluoride-Free formulas.
Our Advanced Fluoride Formula combines the proven cavity-fighting power of Sodium Fluoride with Xylitol, a natural ingredient that reduces decay-causing bacteria. Together, they strengthen enamel, prevent cavities, protect against acid erosion, and deliver a deep clean that removes plaque and tartar.
2025 — 1 Million+ Customers Worldwide 🌎
By January 2025, we reached a milestone that felt impossible back in 2020 when we were just testing formulas and questioning why the industry was so broken: over 1 million customers worldwide.
One million people who chose safety over shortcuts. One million smiles transformed without sensitivity or enamel damage. One million customers who proved that when you prioritise doing things right over doing things fast, people notice.
But we weren't done yet. We officially launched across the entire European Union, bringing our peroxide-free, clinically proven smile care to even more people. From the UK to the US to Europe — MySweetSmile was now a truly global brand, united by one belief: that everyone deserves a confident smile without compromising their health.
Our newest innovation addressed a gap in our product line: instant minty fresh breath. The Fresh Breath Spray instantly neutralises odour-causing bacteria at the source, prevents dry mouth, and fits in your pocket for all-day confidence.
Formulated with Xylitol to restore pH balance and create a protective barrier that prevents new stains from sticking, this pocket-sized spray delivers lasting freshness without the sting of alcohol or the bitterness of artificial sweeteners. Dentist-approved and perfect for a midday refresh, a date, or a meeting — fresher breath is now always within reach.
After launching our Strawberry Toothpaste in 2024, customers couldn't get enough of the flavour — and immediately asked if we could bring it to our award-winning Powder. We delivered.
The Strawberry Teeth Whitening Powder offers all the stain-fighting power of our original formula with the delicious fruity twist that customers loved. Same clinical results. Same peroxide-free safety. Now in the flavor they'd been asking for.
2026 — Today & Beyond 🥇
From that first Powder in January 2021 to a complete portfolio of clinically tested, dentist-approved products — we've stayed true to our original mission: effective smile care that prioritises safety, simplicity, and consistency over instant fixes.
With over 7,500 verified reviews and a 4.4/5 "Excellent" Trustpilot rating, MySweetSmile has both the highest rating and the most reviews of any brand in our space. Our clinically proven, dentist-approved formulas don't just work — they become part of your daily routine, delivering results you can see and feel.
And we're just getting started.
We have plenty of exciting things coming in 2026 that we can't wait to share. Check back here soon to see what we've been up to. Till then, we'll be delivering smiles.
— Team MSS 💙
