Peroxide-free whitening
Brighter teeth. No sting.
Whitening, enamel care and toothpaste that tastes like you chose it. Formulated in Europe, priced to keep going.
★★★★★ 4.8 from 2,140 reviews
Enamel-safe
pH-balanced, peroxide-free whitening
Formulated in Europe
Made to EU cosmetic standards
30-day guarantee
Not happy? We refund it.
Vegan and cruelty-free
No animal testing, ever
The ones people reorder
Three things we got right
No peroxide.
PAP lifts stains without the free radicals that make teeth feel raw.
Enamel first.
Every paste under RDA 70. Hydroxyapatite in everything that touches your teeth overnight.
Flavours you keep.
Five toothpastes. None of them taste like a dentist's waiting room.
Best value
The Best-Sellers Bundle
Three, five or seven pieces of the routine, from €54.99. Save up to €27 and ship free.
3 pieces €54.99 · 5 pieces €79.99 · 7 pieces €104.99
Whitening, without the wince
Sonic toothbrush
A toothbrush you will not hide in a drawer
38,000 vibrations a minute, a month of battery, eight colours. €69 with a two-year warranty.
What people say
“Two weeks of strips and my dentist asked what I'd had done.”
Mari, Tallinn
“First mouthwash that doesn't feel like a punishment.”
Jonas, Berlin
“The watermelon one made my kid brush without being asked.”
Sofia, Lisbon
“Serum before a call is now a habit.”
Elin, Stockholm
“Sensitive teeth, zero problems with the strips.”
Piotr, Warsaw
“Brush looks better than the tap it sits next to.”
Anouk, Amsterdam
The routine, in three steps
1
Brush
Everyday Whitening, two minutes, twice a day.
2
Rinse
Stain-Lift mouthwash, thirty seconds, no burn.
3
Brighten
Colour-Correct Serum, thirty seconds, whenever.
Pick a flavour
Questions we get a lot
How fast will I see a difference?
Most people see a shade shift after four to six uses. The 14-day course is where the 3.2-shade average comes from.
Will it make my teeth sensitive?
PAP whitens without peroxide, so there are no free radicals to irritate the nerve. If your teeth are already sensitive, start every other day.
Do your toothpastes contain fluoride?
Four of the five do, at 1450 ppm. The hydroxyapatite paste is fluoride-free and says so on the front.
What does the 30-day guarantee cover?
Everything. Use it, and if you are not happy inside 30 days we refund the order. Keep the tube.