Peroxide-free · Dentist-developed · Made in the UK

A whiter smile,
without the burn.

PAP+ enzyme whitening and nano-hydroxyapatite toothpaste — 4–6 shades whiter in 14 days. No bleach. No sensitivity. No compromise.

Shop the Whiten Well Bundle →

£15.00 was £34.45

Vegan & cruelty-free No SLS · no fluoride Dentist-developed UK stockist approved

Elty Whiten Well Bundle on a clean bathroom counter

56%

Bundle savingSave £19.45 today

Happy family brushing teeth together with Elty toothpaste

For every smile in the house

One brand.
The whole family.

Adult daily care, PAP+ whitening, and chocolate milkshake kids paste — all from the same dentist-led formula.

Shop all oral care →

The Routine

Three steps. Two weeks.
One unmistakably better smile.

A complete dental system designed by UK dentists — gentle enough every day, powerful enough you'll see the difference.

— step one —

Brush

Nano-hydroxyapatite paste rebuilds enamel where fluoride only masks it. Pine tree extract, no SLS, no preservatives — every single day.

— step two —

Whiten

PAP+ strips lift stains with bromelain enzyme — not peroxide. 30 minutes a day for 14 days. No tingles, no sensitivity, no streaks.

— step three —

Refill

When you run out, click in a new refill. Less plastic, lower cost, same formula every time. Better for you and the planet.

What's different

Not another whitening kit.

The high-street formula hasn't changed in twenty years. We rebuilt it from the molecule up.

Conventional whitening kits

Hydrogen peroxide bleach
Sensitivity & gum burn common
Fluoride paste — no remineralisation
SLS foaming agent — irritates gums
Synthetic ingredients
Single-use plastic packaging
Sold by marketing teams

The Elty system

PAP+ & bromelain enzyme — zero peroxide
Zero sensitivity — safe on enamel
Nano-hydroxyapatite actively rebuilds enamel
SLS-free — gentler on gums
Natural plant-derived ingredients
Refillable tube — less waste every time
Developed by UK's leading cosmetic dentist

The Ingredients

Four heroes. Nothing hidden.

Everything is on the label. Everything has a reason to be there.

Whitens

PAP+

Lifts stains through oxidation without penetrating enamel tubules — so whitening never hurts.

Rebuilds

n-Hydroxyapatite

The mineral your enamel is literally made of. Fills micro-cracks and remineralises instead of just coating the surface.

Polishes

Bromelain

A pineapple enzyme that dissolves plaque proteins gently. The reason the strips taste like something good.

Calms

Chamomile

Soothes gums between brushings. An old herbal remedy we simply couldn't improve on.

Dr Sheraz Aleem — UK's Leading Cosmetic Dentist

Dentist-developed

★★★★★

This is a game-changer for at-home oral care. It does not scratch or wear down veneers or composite bonding — the free-from formula provides overall protection for both natural and cosmetic teeth. I use it myself.

Dr Sheraz Aleem Celebrity & UK's Leading Cosmetic Dentist

Expert Dentist Approved Safe & Effective For the Whole Family

The result

4–6 shades whiter. In 14 days.

Measured on the VITA shade scale used by dentists worldwide.

A3.5

B0.5

OM2

OM1

← Day 0 starting shade Day 14 average result →

5.2Avg shade improvement

0%Sensitivity reported

14Days to visible results

Elty starter pack laid out on rustic wood

The Whiten Well Bundle

Complete two-week system · Everything you need

Daily Care Toothpaste × 1

£14.50Included

PAP+ Whitening Strips — Pineapple × 1

£19.95Included

Bamboo Charcoal Toothbrush × 1

Free gift

Bundle price today

You save £19.45 — 56% off

^£15

Add the Whiten Well Bundle to bag →

✓ Free UK shipping · 30-day money-back guarantee · No questions asked

Young girl brushing teeth with Elty Kids toothpaste

Kids range · Ages 2+

They'll actually want to brush.

Chocolate Milkshake toothpaste made from plant-powered, fluoride-free ingredients — no SLS, no sugar, no harsh chemicals. A formula UK dentists trust for little mouths.

Theobromine (cacao plant) naturally fights cavities without fluoride

No added sugar — better for developing teeth

Airless pump dispenses exactly the right amount, every time

Complimentary stickers included in every starter pack

Shop Kids Toothpaste See All Oral Care

Woman brushing with Elty toothpaste — bright natural smile

Your hygienist will
notice the difference.

"My hygienist recommended it to me — it simply tastes cleaner than anything else. Love the reusable pump."

— Verified Elty customer ★★★★★

Shop the Bundle — £15 →

Questions

The things people ask us most.

Does PAP+ actually whiten as well as peroxide? +

Yes — and the clinical data backs it. PAP+ oxidises stains the same way peroxide does, but doesn't penetrate the enamel tubules where sensitivity starts. Same brightness, none of the wince.

Is fluoride-free safe for my teeth? +

Nano-hydroxyapatite replaces what fluoride does — and arguably does it better, since it's the same mineral your enamel is actually made from. It physically bonds to and fills micro-cracks rather than just creating a surface barrier. Japan has used it clinically since the 1970s.

How long does the 14-day kit last? +

28 strips for 14 daily applications of 30 minutes each. After your first two weeks, use once a month to maintain — one box lasts much longer in maintenance mode.

Is it safe for veneers or cosmetic dental work? +

Yes — highlighted specifically by Dr Sheraz Aleem. The SLS-free, chemical-free formula does not scratch or degrade veneers, composite bonding, or implants.

What if it doesn't work for me? +

Send it back within 30 days for a full refund. No questions, no return shipping charge.

A whiter smile,
without the burn.

One brand.
The whole family.