With everyday life full of teeth-staining drinks such as coffee, tea and red wine (it's good for the heart, right?) and foods – tomato-based sauces, curry and balsamic vinegar can all contribute to discolouration, for example – it can be difficult to maintain a sparkling white smile.
However, the best whitening toothpastes, used twice a day alongside an
electric toothbrush and regular flossing, can help. So, the Good Housekeeping Institute tested the best on the market – here are our top picks at a glance:
1
Best whitening toothpaste
Pearl Drops Strong Polished White Toothpaste, 75ml
Read more
2
3
4
Best fluoride-free whitening toothpaste
Dr Ginger's Coconut Oil Toothpaste With White Charcoal
Read more
5
6
Best budget whitening toothpaste
Superdrug Procare Whitening Toothpaste
Read more
How does whitening toothpaste work?
Whitening toothpastes target the enamel (the outer layer of the tooth that protects the sensitive under-layers), using a combination of methods to maximise the effects.
Optical: This method uses blue-toned brighteners, which coat your teeth as you brush. When you see the claim “instant whiteness” or “instant brightness”, it's usually this method that provides that immediate difference. It's also the reason why whitening toothpaste may produce a blue coloured foam when brushing.
Buffing: Also known as abrasives or polishing, these work by using small scrubbing agents, such as activated charcoal or silica, to remove dental plaque and stains from teeth. Do be aware that sometimes prolonged use can wear down tooth enamel leading to sensitivity.
Enzyme-action: With enzymes usually derived from fruit, this method claims to break down proteins on the teeth that have been linked to teeth staining.
Chemical: This works by using a chemical, either hydrogen peroxide or carbamide peroxide, to whiten teeth. It helps bleach and lighten stains on the enamel to make them appear whiter.
Is whitening toothpaste safe?
Yes. As it's classed as a cosmetic product, it must adhere to strict EU regulations safety guidelines.
However, those who have sensitive teeth may wish to proceed with caution as the abrasive nature of some whitening toothpastes could cause further sensitivity and damage the enamel. Peroxides can also cause teeth and gums to become sensitive. If you're looking for a dramatic colour change, you may be better off combining one of these toothpastes with a teeth whitening kit.
How did the GHI test whitening toothpastes?
Our panel of 278 testers brushed and rinsed their way through 13 brands of the best whitening toothpastes over an eight-week period. They assessed any whitening effects, stain removal and prevention, and whether the toothpaste increased any sensitivity in their teeth or gums.
Testers also had pictures of their teeth taken with our VISIA image analysis machine. In the lab, the GHI experts used a whiteness scale to analyse the images before and after the trial to analyse any changes.
1
Best whitening toothpaste
Pearl Drops Strong Polished White Toothpaste, 75ml
Score: 79/100
With a “low abrasion” formula, this toothpaste claims to leave teeth up to four shades whiter in three weeks, as well as strengthening the enamel and preventing cavities.
Coming top in our lab test, our panel didn't experience any increased teeth sensitivity during the trial. Leaving the mouth feeling clean and fresh after rinsing, some testers compared it to a trip to their hygienist.
Key specifications
| Whitening method(s) | Buffing, optical |
|---|---|
| Cap type | Screw-on |
| Travel size available | No |
2
Panel's choice
iWhite Whitening Toothpaste, 75ml
2
Panel's choice
iWhite Whitening Toothpaste, 75ml
Score: 78/100
This formula claims to help improve the appearance of both surface and deeper staining, as well as helping to strengthen and remineralise teeth.
This toothpaste came out top for its whitening effect with our testers, with the majority saying they would continue to use it after the trial. They also found it lathered well and left their breath smelling fresh.
Key specifications
| Whitening method(s) | Buffing, chemical |
|---|---|
| Cap type | Screw-on |
| Travel size available | No |
3
Colgate Max White Expert Complete Whitening Toothpaste, 90ml
Score: 75/100
Colgate's Max White Expert claims to instantly whiten teeth while reversing yellowing caused by food and drink and preventing further staining.
The majority of our testers were satisfied with the whitening effects, which they said were gradual. They also agreed that it prevented staining from strong coloured food or drink. It has a minty taste but a few of our testers also noted a slight medicinal note.
Key specifications
| Whitening method(s) | Optical, chemical |
|---|---|
| Cap type | Screw-on |
| Travel size available | No |
Advertisem*nt - Continue Reading Below
4
Best fluoride-free whitening toothpaste
Dr Ginger's Coconut Oil Toothpaste With White Charcoal
4
Best fluoride-free whitening toothpaste
Dr Ginger's Coconut Oil Toothpaste With White Charcoal
Score: 74/100
This toothpaste formulated with coconut oil and activated white charcoal claims to lift stains without any unnecessary ingredients.
Coming second in our lab test, our testers found the whitening effect to be gradual. They did, however, rate it top for preventing stains from dark coloured food and drink. It wasn't harsh on the teeth and didn't leave any residue in the mouth, with testers also enjoying the pleasant texture and the fact it didn't leave a mess in the sink.
Key specifications
| Whitening method(s) | Buffing |
|---|---|
| Cap type | Screw-on |
| Travel size available | No |
5
Best for travel
Arm & Hammer Charcoal White Natural Toothpaste, 75ml
5
Best for travel
Arm & Hammer Charcoal White Natural Toothpaste, 75ml
Score: 71/100
Claiming to give you a whiter smile in three days, the toothpaste is formulated with activated charcoal and baking soda. The brand also says that it removes stains, while making enamel stronger.
The majority of our testers were satisfied with the whitening effect but would have liked it to be longer lasting. However, most didn't experience any increased sensitivity after use. Testers also liked how the paste foamed and left the mouth feeling clean. Handily, it's also available in a travel-sized tube.
Key specifications
| Whitening method(s) | Chemical, buffing, optical |
|---|---|
| Cap type | Screw-on |
| Travel size available | Yes |
6
Best budget whitening toothpaste
Superdrug Procare Whitening Toothpaste
6
Best budget whitening toothpaste
Superdrug Procare Whitening Toothpaste
Score: 71/100
Claiming to help remove stains and whiten the teeth, this budget pick also promises to protect against tooth decay and freshen breath instantly.
Testers found the whitening effect to be subtle, but the formulation was smooth and they were happy there was no chalkiness or grittiness while brushing. The majority of testers didn't experience any teeth or gum sensitivity either.
Key specifications
| Whitening method(s) | Buffing, optical |
|---|---|
| Cap type | Screw on |
| Travel size available | No |
Florence Reeves-White
Senior Beauty Writer
Florence is our Senior Beauty Writer, specialising in expert-tested beauty and grooming reviews — from toothbrushes to the latest skincare launches. She’s committed to sharing recommendations for products that truly work and make people feel confident and healthy. Prior to this she was at Tropic Skincare, where she worked closely with biochemists in the lab, delving into the functions of each fresh, natural ingredient and conveying its efficacy to her audience in easy-to-digest terms.
With over five years’ experience in beauty and health journalism, Florence has written for ELLE, Women’s Fitness, Sister Magazine, National Geographic Traveller and many more, with a strong sustainability angle thread through much of her work.
When she isn’t packing for a trip away, working out, eating out or reading up on retinol serums, you’ll probably find her experimenting with her film camera and building her portfolio of portraits. Florence’s photography can be found at florencereeves-white.com, her Instagram is @florencereeveswhite and her twitter is @floreadsnwrites
Tested byMaria Kumar
Beauty and Grooming Testing Manager
Maria is our Beauty and Grooming Testing Manager, and since joining in mid-2022, she has managed the testing for mutiple categories including scalp scrubs, collagen supplements and retinol serums. In addition to her master's degree in chemical engineering and a diploma in cosmetic science, she recently received her MBA from the London College of Fashion, focusing on case studies within the beauty industry. Prior to joining the company, she worked within the global technical team at the Estee Lauder Companies for over six years, collaborating with the chemists and engineers to launch luxury beauty products at scale and to quality. She has also worked as a formulation scientist within the pharmaceutical industry and takes this evidence based approach into all her product testing.
