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Our story

In 2016, after five years of development and 30 years of friendship, Matthew Lloyd, a practicing Dentist and Thomas Riley, a young entrepreneur, developed Europe’s first range of smile cosmetics.

Within an industry with lots of products that promised the world but delivered very little, they searched the globe for the latest and greatest technologies, ingredients and innovations to provide customers with a routine to achieve not just a white smile, but a healthy white smile.

They had a plan to change the world, one smile at a time.

Our mission

There is nothing more beautiful than a smile, it’s what people tend to notice first when they meet a person (47% in fact!). In our lifetimes, we will spend a huge amount of both time and money taking care of our skin, hair and nails whereas a yellow smile can be the first to show signs of aging.

With a range that has been developed and formulated by UK dentists themselves, our mission is to provide the world with both the products and knowledge on how to achieve a healthy, white smile.

Our Values


With a brand that is backed by science, we promise that we will only provide products to you that have clinical studies behind them and are proven to work. We’d like you to have faith in our team of science boffins!


Our search for the best ingredients and technologies doesn’t stop now, we will continue to search the globe and re-invent our range. We’re passionate about creating the best possible teeth whitening range available without having to go to the Dentist.

Results driven

Fed up of fads that don’t deliver? We are too! We pride ourselves on giving you results that are fuss-free, quick and easy. On average, our whitening products can whiten your teeth up to 7 shades after one simple two-week course.


We understand that teeth whitening (especially when done professionally) can sometimes burn a hole into your pocket. Our high-quality range offers you the best possible whitening without having to pop it on your credit card.

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