MySweetSmile

MySweetSmile, online teeth whitening from the UK

MySweetSmile is a British brand specialising in teeth whitening and dental care products, which sells its catalogue through its own online store. The company presents itself as the UK's most trusted teeth whitening brand and claims to have reached two million customers since its launch in 2020.

Its proposition is built around a non-abrasive method: according to the company, its products remove stains and whiten teeth without damaging enamel or causing sensitivity, unlike abrasive whitening methods.

Product range for every need

The store organises its offering around specific concerns and allows products to be combined to build a complete routine. The catalogue includes:

• Teeth whitening powder, the best-selling product and dentist-approved, also available in a strawberry flavour version.
• Whitening strips, presented in a 21-pack.
• Hyaluronic acid gum serum.
• Enamel care serum, aimed at reducing sensitivity.
• Toothpaste with advanced fluoride formula, in fresh mint and strawberry versions.
• Fresh breath spray.

The site listed sale prices with discounts off the regular price on several of these items, as well as a buy two get one free promotion and a combined whitening and brightening bundle with two free gifts.

Certifications and clinical trials

According to the brand's own information, its products underwent clinical testing in Germany by Dermatest® and hold triple certification from dentists, dermatologists, and biologists. The company states that they were proven to whiten without causing sensitivity or damaging enamel, earning a five-star seal of approval which, it says, is awarded to less than 5% of products worldwide. The clinical trial results are published on its website.

Awards and customer ratings

MySweetSmile notes that its whitening powder was chosen as the best teeth whitening product by The Independent's editors in 2023 and 2024, and claims it is the only product ever selected twice for that award. The brand also declares a 4.5 out of 5 rating with an "Excellent" label on Trustpilot, with over 8,500 reviews, and states that this is the highest rating and the highest number of reviews among UK teeth whitening brands.

International sales and associated programmes

The store allows shoppers to select their region from the United Kingdom, United States, and numerous European countries, with the corresponding currency. In addition to its direct-to-consumer channel, the company offers a wholesale programme, an affiliate programme, and a careers section.

Location and contact

71-75 Shelton Street, Covent Garden, London, WC2H 9JQ