Brush for two minutes, twice daily. Apply a pea-sized amount to your toothbrush and use gentle circular motions across the outside, inside and biting surfaces of your teeth. Spit out the excess.

Hot tip: Don’t rinse after brushing—the nano-hydroxyapatite can keep working.

Water (Aqua), Sorbitol, Hydrated Silica, Xylitol, Hydroxyapatite (Nano), Flavor, Cellulose Gum, Cocamidopropyl Betaine, Pentasodium Triphosphate, Titanium Dioxide, Sodium Saccharin, Potassium Sorbate, Phthalimidoperoxycaproic Acid (PAP), Sodium Bicarbonate

• 10% nano-hydroxyapatite supports enamel health.
• PAP gently removes everyday surface stains without peroxide.
• 11% xylitol helps reduce the acid that wears enamel down.

Why we made it:
Choosing a fluoride-free toothpaste shouldn’t mean settling for a compromised formula. Our peroxide-free whitening toothpaste contains 10% nano-hydroxyapatite and whitens using the clinically proven ingredient PAP.

What does the 10 mean?
It refers to the formula’s 10% concentration of nano-hydroxyapatite—the highest concentration the Scientific Committee on Consumer Safety has assessed as safe in toothpaste.

What is hydroxyapatite?
Hydroxyapatite is the mineral that makes up 97% of your enamel. Nano-hydroxyapatite is the same mineral, broken down into particles small enough to bond to the tooth surface.

How does Whitening 10 whiten teeth?
It uses PAP to gently remove everyday surface stains without peroxide.

Is Whitening 10 peroxide-free?
Yes. Whitening 10 uses PAP instead of peroxide.

Is Whitening 10 fluoride-free?
Yes.

How does it support enamel health?
Whitening 10 contains 10% nano-hydroxyapatite, which supports enamel health.

What does the xylitol do?
Plaque bacteria turn sugar into acid, which wears enamel down. They can’t convert xylitol into acid in the same way. Xylitol also stimulates saliva, which provides the calcium and phosphate enamel needs. Whitening 10 contains 11% xylitol.