The search for the best whitening toothpaste has been part of my beauty journey for as long as I can remember. Before they became commonplace on the shelves of Boots and Superdrug, I remember always picking up packs and packs of Crest’s Whitening Strips whenever I traveled to the US — but not anymore. you can find all kinds of whitening toothpastes at home.
There are many options on the market, from heavy-duty formulas to more minimalist, but equally effective options. I tend to prefer the latter, so whitening toothpastes that do the job well but also look chic next to my sink. Luckily, as part of my job, I’ve been trying every whitening toothpaste I can get my hands on over the past year, and through a lot of trial and error, I’ve found the best of both worlds. Get top tips from the dentist, ahead.
The best whitening toothpastes of 2025
Marvis
Whitening Toothpaste
Marvis products not only look great, they actually work. This hard-working formula uses a combination of two silicas of different grain sizes to balance abrasiveness with optimal cleaning power. Its ingredient list includes fluoride and xylitol that help prevent tooth decay and control oral bacterial flora, which is key to preventing bad breath.
Spotlight Oral Care
Spotlight Oral Care Toothpaste for teeth whitening 100ml
One thing I worry about when it comes to whitening formulas is the risk of sensitivity, but Spotlight Oral Care helps protect your enamel while whitening—using a combination of active ingredients like sodium fluoride and hydrogen peroxide.
Selahatin
Of course I Still Luv Whitening Toothpaste
Selahatin makes the beautician’s toothpastes, and that was confirmed a few days ago when the luxury dental brand launched a collaboration with none other than Rick Owens. I’ve relied on this gently whitening toothpaste for years, which includes fluoride and antioxidants, and smells as good as a luxurious perfume, with notes of verbena, bergamot, cardamom, and woody pine and juniper.
BIOMED
97% Natural Triple Carbon Whitening Toothpaste
Charcoal may seem novel in a toothpaste, but this whitening toothpaste from Biomed is extremely effective. Using 24 ingredients of natural origin. 3 types of bamboo with charcoal, including active and wood, breaks down plaque thanks to the bromelain enzyme of pineapple extract, as well as plantain and birch leaf extract to promote gum health. Oh, and it also has 1.40 ppm of fluoride.
Colgate
Colgate Max White One Optic Whitening Toothpaste 75ml
Perhaps one of the best whitening toothpastes you can buy at your everyday grocery store, Colgate Max White One Optic Whitening Toothpaste contains optical whiteners and works hard to remove surface stains while strengthening enamel and keeping gums healthy.
Colgate
Max White Purple Teeth Whitening Serum
Okay, so it might not technically be a toothpaste, but I love using this new serum whenever I need a boost or when I’ve been neglecting my whitening toothpastes for one too many weeks. It is worth noting that this is not intended to be used as a substitute for toothpaste. Instead, brush your teeth normally, then apply a pump of this vibrant purple serum and brush normally for two minutes before rinsing. It provides instant color correction thanks to optical brighteners, but the formula is also made using micro-polishing minerals to remove surface blemishes. Win-win.
How do whitening toothpastes work?
Dentist Dr Mohammad Ali at An emergency explains: “Whitening toothpastes work primarily by removing stains from the outer surface, rather than whitening the tooth itself. They usually contain mild abrasives such as calcium carbonate or hydrated silica, which polish away stains from coffee, smoking, red wine, or tea. Some may also contain enzymes or small amounts of dental bleaching and can still cause sensitivity.”
How should you use whitening toothpastes?
“Use them like a normal toothpaste, brushing twice a day for 2 minutes with a soft or medium-bristled toothbrush,” explains the dentist. “Apply light pressure to reduce the risk of enamel wear. After brushing, spit out the excess and avoid rinsing immediately so the fluoride stays on the teeth longer.”
It is common for people to see small improvements within 2 to 4 weeks. The results depend on how stained the teeth were before and on habits such as smoking or drinking coffee. “Whitening toothpastes work over time and won’t produce dramatic or instant changes,” adds Dr Ali.
But remember: “Many are designed for daily use as directed, but if you have enamel erosion, receding gums or sensitivity, consider alternating with a standard fluoride toothpaste. This can reduce sensitivity while helping to remove surface stains. It’s also worth choosing a fluoride toothpaste to protect your enamel.”
Are whitening toothpastes the right choice for you?
“Whitening toothpastes mainly improve surface staining and are less effective when the discoloration comes from inside the tooth, such as after trauma, aging, or certain dental treatments,” warns Dr. Ali. “If there is little improvement or discomfort occurs, continued use of whitening toothpaste may provide limited benefit. In these cases, a dental evaluation can help identify the cause of the discoloration and whether alternatives such as professional cleaning or supervised whitening would be more appropriate.”
