Clinically Proven

Head of Research

Dr. Martin Giniger

Leading authority on toothpaste and teeth whitening formulations, recognized as the undisputed top expert in the dental products industry.

Dr. Giniger is a world-renowned dentist, with a PhD in Chemistry and additional specialty training in the field of Oral Medicine. Furthermore, he has years of experience working for the world’s largest oral care companies and top universities. Additionally, Dr. Giniger serves as an expert authority on Oral care for the USA government during trials.

The Clinical Trials

Whitening Gel

Whitening Gel clinical trial after a single 20 minute treatment over 10 days.

The Whitening Gel clinical trial was an independent double blind study conducted by third party Dentists. Each participant completed a single 15-minute teeth whitening treatment.

Mean shade change after full treatment 8.3
Rebound 10 days after treatment 0.2 versus 0.7 for control group
Shade improvement was 8.3 shades whiter teeth
73% reported less tooth sensitivity immediately after treatment
Fade back 0.2 shades versus Control at 0.7 shades

About the Whitening Gel clinical trial

The whitening gel double-blind clinical trial was conducted by independent third-party dentists in an external facility, and included 50 people between the ages of 18 and 70.

Each participant completed a 10 day cycle of 20-minutes teeth whitening treatment. 50% of participants received a commercially available peroxide based product with the other 50% receiving a novel peroxide free gel formulation.

The trial was double-blinded, meaning that neither the dentist nor the participants were aware of which treatment they were receiving.

Before and after treatment, participants were evaluated for tooth shade, and level of sensitivity.

Increases to tooth shade were measured in-person using the Vita shade assessment, and digitally through Spectrophotometer Assessment of Tooth Lightness. Objective colorimeter measurements confirmed the superiority of the Test whitening gel over the control with regards to both overall shade improvement from baseline and decreased tooth color relapse.

Teeth Whitening Kit

Our goal when developing the Teeth Whitening Kit was simple.

We have one simple aim when formulating ourTeeth Whitening products.

The goal was to develop formulations that would whiten teeth whilst also taking care of oral health to protect enamel and gums with zero sensitivity.

Our at home teeth whitening range was launched in 2015 on the back of customer demand from our clinic in Harley Street. Customers could be confident they would see whitening results safely and easily at home.

We listened to our communities’ need for maintenance and aftercare products and fed this back to Dr Martin Giniger. He developed formulations and multiple aftercare formats to help prevent tooth discoloration and reduce the frequency of using teeth whitening treatments.

Want to learn more about how Sodium Percarbonate whitens teeth?

How Teeth appear stained and Yellow?

Colored compounds in the tooth are called chromophores, both of organic and of inorganic origin. Chromophores absorb light in the visible range and reflect mainly the complementary color that is recognized by the eyes, typically yellow or brownish in the case of teeth. Organic chromophores are small organic molecules like tannins or furfurals, e.g., from coffee, tea, red wine, or fruits.

How does teeth whitening work?

Our key active whitening ingredient Sodium Percarbonate creates the chemical degradation of the chromogens through oxidisation to produce a whitening effect. They do this by diffusing through enamel and dentine, breaking double bonds of pigment molecules and changing the pigment molecule configuration and/or size. Such changes alter the optical properties of tooth structure, creating a whiter tooth colour.

Why do we use Sodium Percarbonate versus Hydrogen Peroxide?

Dr Martin Giniger has used over 40 years of research to identify the optional formulation to safely and effectively whiten teeth without any unwanted side-effects. Yes, hydrogen peroxide is extremely effective in teeth whitening. However, many countries have deemed this as harmful for individual use and have banned teeth whitening products containing peroxide levels over 0.1%. Our key whitening ingredient, sodium percarbonate, has been proven to have effective teeth whitening properties comparable to hydrogen peroxide. It might have a long name which may seem unfriendly but Sodium Percarbonate is simply a make up of eco-friendly compounds which break down to oxygen, water and sodium carbonate (soda ash). sodium percarbonate had an obvious bleaching effect without hydrogen peroxide and is a safe bleaching agent.

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