Our story

It all started with a toothbrush

Dissatisfaction with freely available toothbrushes forces us to create our own.

We face a daunting task. To create a toothbrush that is both gentler and more effective at cleaning. We brought in leading dentists to help us develop the toothbrush ourselves, so that we could move in the right direction.

Testing by dentists

The first samples are handed over to dentists for testing. What's the result? They are delighted!

They appreciate not only the density of the bristles, but also their functionality. They also admire the toothbrush's ability to reach hard-to-reach areas without irritating the gums. The icing on the cake is the ten-angle grip, which ensures proper cleaning technique.

Revolution in whitening

We are facing another challenge! We're exploring how we can brighten thousands of smiles in a safe and gentle way.

We are consulting with experts to find clinically based solutions that deliver real results. The main challenge is to get rid of hydrogen peroxide, which irreversibly destroys enamel and increases tooth sensitivity.

Even without peroxide, it's possible

Finally! We are exploring colour correction technology that meets the demanding requirements for safe and gentle teeth whitening.

The result is our V34 corrector, which uses a deep purple shade to effectively neutralise yellow stains on teeth. The product is loved by thousands of our customers and our entire team enjoys sharing the whitening results.

Discovery of the PAP+ formula

In our search for other peroxide alternatives, we came across the revolutionary PAP+ formula.

This is an offshoot of hydrogen peroxide that has no negative effect on enamel and increased tooth sensitivity. At the same time, it supplies the necessary minerals to the teeth to strengthen them. At first, it sounds too good for us, but through thorough testing we find that the results really do come through and the enamel of the teeth remains intact.

The end of menthol

Since the 19th century, traditional toothpaste manufacturers have stuck to the menthol flavour and shied away from any change.

But today is the 21st century and we've decided to say goodbye to boring menthol and freshen up your daily routine with delicious toothpaste flavours like watermelon, mango sorbet and strawberry. The enthusiasm of our customers is proof to us that what we do makes sense.

Step by step

Every day, we listen carefully to our community and work hard to develop new products that make you look good and feel even better.

We are always backed by science and work with leading dentists. Smile care can and should always be effective, safe and ultimately fun.

What we want to accomplish

Our goal is to turn a boring daily routine into a real experience that you will look forward to, whether you jump out of bed or, on the other hand, when you go to have some rest after a successful day.