The way our Colgate Max White Purple Reveal Toothpaste instantly* whitens might seem like magic, but it’s just really clever science and technology inspired by purple shampoos. With over 96.7 million views on TikTok, it's no surprise that this beauty trend has rapidly been gaining traction. Describing what exactly the product and formula are, Dr Azizi says that "purple toothpaste is essentially a toothpaste which has been created to colour correct the teeth. When buying partner items like this one, your contract of sale will be with our Range Plus Partner instead of us.

The XOC Purple Whitening Toothpaste and Toothbrush set includes toothpaste and a bamboo toothbrush. The toothpaste has colour correction technology that helps correct yellow stains, whilst the polishing formula helps whiten teeth. It's enamel-safe and will leave you with whiter teeth with continuous brushing. This set will leave you with a more confident smile. With optic colour-correcting technology that corrects yellow tones from the very first brush, you’re on your way to revealing pretty bright pearly whites. Rather than removing stains and yellowing from the surface of the tooth, it just creates the illusion of a whiter smile," Dr Azizi explains. verifyErrors }}{{ message }}{{ /verifyErrors }}{{ Many people would argue it is effective due to its instant results, however, Dr Azizi says to "not rely on it as a long-term solution for teeth whitening and stain removal."Other than that, if you are looking to get a whiter smile more generally, opt for non-abrasive dentist-approved toothpaste that help to remove any stains from the surface of the tooth while also whitening." The best of both worlds. Aqua, Sorbitol, Hydrated Silica, PEG-12, Sodium Lauryl Sulfate, Aroma, Cellulose Gum, Potassium, Hydroxide, Tetrasodium Pyrophosphate, Phosphoric Acid, Cocamidopropyl Betaine, Sodium Fluoride, Sodium Saccharin, Xanthan Gum, Hydroxypropyl Methylcellulose, Eugenol, CI 17200, CI 42090, CI 73360, CI 74160. So, oil pulling, whitening trays, UV lights, and gadgets and gizmos alike, step aside, as the following trend, is apparently, the next best thing in dentistry... or is it?

A beauty trend that you may have seen when scrolling through your social media feeds (via an ad, perhaps), is purple toothpaste. In what looks to be after a second of application, in the videos shared, the colour-correcting paste is seen to transform teeth by removing yellow stains which, as a result, then reveals a glimmering, Hollywood smile – one that we're sure Simon Cowell would approve of. By working with a variety of trusted Range Plus Partners, we’re able to offer our customers a wider selection of products.