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Toothpaste [BE YOU.]

How gentle whitening works

Six zesty flavours. Six vibrant colours. Long-lasting freshness. Gentle, natural whitening. A new dimension in oral health.

Brighten up your oral routine – perfect with manual and sonic toothbrushes

Natural ingredients only – we hate SLS, Triclosan, bleaches and plastic microbeads

Fresh, vibrant, gentle – a revolution for your oral health

Vegan vibes – strictly no animal products


One toothpaste. Six astonishing flavours

Colours beautiful enough to brighten up a Monday morning. Flavour combinations with the wow factor. Choose depending on your mood. Funky fresh, healthy mouth guaranteed.

Stay fresh for hours

Plus power balls with extra menthol for long-lasting fresh breath. Be you.Feel fresh, feel confident… long after brushing your teeth. Power bubbles in the toothpaste give you a refreshing and long-lasting blast of menthol. 

Herbal healing

Beautiful herbs and natural ingredients – including extracts of echinacea, bitter orange, devil’s claw and Indian pennywort – nourish the tissue that lines your mouth... and help to stop inflammation.

Why [BE YOU.]?

Whitening vs Bleaching…The vibrant colours. The zesty, fresh flavours. Gentle whitening with a natural enzyme that also takes care of your tooth enamel and gums. [BE YOU.] Beautiful inside and out.

White magic

Glucose oxidase sounds a bit scary. But it’s actually a natural enzyme that whitens your teeth gently – without bleaching agents – and takes care of your tooth enamel and gums at the same time. Magic.

Gentle, natural, whitening – enzymatically

Beautiful, healthy-looking teeth give you self-confidence and joie de vivre. But whitening in the usual way is painful. And it can be harmful. Unlike [BE YOU.] whitening toothpaste. Why? It whitens enzymatically…

An enzyme, a natural process, whiter teeth

[BE YOU.] contains glucose oxidase – a natural enzyme. It’s a protein that starts a metabolic process. Glucose oxidase in the mouth leads to the formation of oxygen… which, in turn, leads to gentle whitening.

Two highly-desirable side effects

Firstly… i) the glucose oxidase transforms into hydrogen peroxide in saliva ii) This directly combats bacteria. Secondly… i) It activates the lactoperoxidase system of the saliva ii) This also has an antibacterial – as well as an antiviral and antifungal – effect.

Tooth enamel… “I love you, honey”

No harmful bleaching. No grinding down. Not only does the enamel remain intact but it becomes brighter and whiter. All thanks to glucose oxidase – an enzyme so natural that bees use it to keep germs away from their honey.

When smiling is naturally easy

Despite rejecting the usual harsh ingredients associated with whitening… [BE YOU.] is a supremely effective whitening system. And a completely natural whitening system – thanks to our friend glucose oxidase.

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