We tend to forget it, but toothpaste is also a cosmetic! Three players in this mass retail market (the two giants Colgate and Oral-B, the other less well-known: Style'White of the RSD'Beauty group) are launching, at the beginning of this year, innovations with a resolutely cosmetic profile. With pens or whiteness accelerators to use after brushing teeth, the ranges ritualize. They do not hesitate to draw parallels with facial care protocols, where a serum is applied followed by a cream. According to Oral-B,"  64% of people surveyed in a European study would be willing to use several products in their oral hygiene routine if they allow visible esthetic results ". One could almost speak of"dental layering"…

Can do better…

However, even if everyone agrees that bright teeth are a real asset of seduction and self-confidence, the dental whiteness market does not necessarily have a smile on its face! Still according to Oral-B," l whiteness toothpastes represent only 16% of toothpaste sales in France. Not to mention the electric toothbrush, which is adopted by only 19% of French people, let alone mouthwashes (although widely recommended by dentists) that only a quarter of French people use on a daily basis. ". But the potential is enormous and brands are looking to"recruit" with new products that are more effective, affordable and easy to use, while still respecting dental health. Perhaps they will reverse this trend?

Solutions for whitening teeth on the market

They are always of three types: abrasive with silica which produces a"polishing" effect, similar to a scrub (softer with sodium bicarbonate), optical with optical brighteners which give an"impression of white" just like for detergents, or chemical with hydrogen peroxide (hydrogen peroxide) which discolors stains. Some novelties use it, others do not. Anti-deposition substances (polyphosphates) can also be mentioned, which form a film on the enamel of teeth, preventing stains from adhering. In fact, polyphosphates have a dual action. These dissolving microcrystals will both remove surface stains and form a protective shield around the tooth to prevent new ones from appearing.

With hydrogen peroxide

Hydrogen peroxide (INCI : Hydrogen peroxide) is the whitening substance used by dentists. The concentration of this oxidising agent is strictly regulated by European legislation in commercial oral products. It is set at 0.1%. The dentist, in his medical practice, can climb up to 6%. Colgate MaxWhite Expert White has just launched a manual toothbrush sold with a Whitening Pen that is applied directly on the teeth after each brushing (12.99 € both). Similar to a cartridge that is inserted into the handle of the toothbrush and opened with a knob, this pen contains 0.1% hydrogen peroxide. Depending on the brand, it can be used daily and lasts three months. Its silicone tip allows a precise application on the teeth of the smile. Its formula promises whiteness results that can be seen (not always the case with existing formulas!), offering up to three more shades of white (continuous use for three weeks). The bleaching process starts on the first day of use. Always according to the brand," hydrogen peroxide is the only ingredient that allows a deep teeth whitening. Not only does it remove surface stains, it also removes yellowing that has been present for years due to coloured foods, beverages and tobacco. ". Colgate also offers a Toothpaste (75 ml, 4.99 €, available in two flavours: Cool Mint & Soft Mint), as well as a Mouthwash (500 ml, 5.39 €) to actively prevent stains.

No hydrogen peroxide

Oral-B also creates a new beauty routine in three steps. First brush your teeth with the Pro 600 3D White Electric Toothbrush (55 €) and the 3D White Luxe Perfection Toothpaste (75 ml, 4.50 €). Thanks to its patented double silica system and polyphosphates, it removes up to 100% of surface stains in just three days. Then brush your teeth again for two minutes with the whitening accelerator (75 ml, 4.50 €) which is used daily (once a day). The latter contains the same active ingredients as toothpaste and allows faster stain removal and up to ten times faster compared to toothpaste. Finally, rinse with the Bain de Bouche from the same range (500 ml, 6 €) which preserves the natural whiteness of the teeth, protects the enamel and provides a pleasant sensation of long-lasting freshness. All three products contain fluorine. A specific brush has also been developed (Brossette Oral-B 3D White, €12 by two and €16.50 by three).

Style'White presents the first tooth whitening kit with 100% natural active ingredients (29.90 €). The kit (rather a product found in pharmacies until now) includes a luminous activator (LED lamp that stops automatically after ten minutes), a universal anatomical tray and a bleaching gel tube of 20 ml at neutral pH, based on sodium bicarbonate and an exclusive mixture of natural enzymes of medicinal plants. Without risk for the health of teeth or gums, it whitens teeth without weakening them and does not cause any irritation. Relatively easy to use, it lightens teeth up to three shades in a week. It is presented by the brand as"the a dental cosmetic product that enhances your mouth, just as you would highlight your eyes ".

Ariane Le Febvre