BLONDES have been using purple shampoo to tone their hair for years.
So when toothpaste of the same colour hit the market, people rushed to buy it in the hope it would do the same for their teeth.
Hismile/TiktokKim Kardashian has said she is ‘obsessed’ with purple toothpaste[/caption]
Hismile/TiktokThe product is hailed by celebs as a ‘wonder cure’ for stained teeth[/caption]
It was hailed by celebrities and influencers as a “wonder cure” for stained gnashers, with Kim Kardashian and Rita Ora showering the brand Hismile with praise.
But experts have warned that the product, which just hit the shelves in Boots for £19, is not as incredible as first thought.
While it promises to “neutralise yellow” and help create a “brighter smile”, Dr Kamila Azimova says it does anything but.
The cosmetic dentist, based at Ascot Dental Suite in Berkshire, said: “It’s on the opposite spectrum of the colour chart to yellow so the concept behind purple toothpaste is a good one – the tint is designed to give you teeth a cooler colour temperature.
“But in reality, it’s an optical illusion and only lasts for around half an hour.
“It offers a temporary brighter effect on teeth, but it’s not a permanent form of whitening.
“And if you have more greyish or brown stains on your teeth then it will make no difference at all, not even in the short term.”
Worse still, it can actually cause more harm than good.
“Most purple toothpaste doesn’t contain fluoride, an ingredient used to clean teeth and prevent cavities and gum disease,” Dr Kamila said.
“Without this, you may be more prone to decay – which isn’t going to help with achieving that picture perfect white smile.
“What is more concerning is that the advice is to use the product for just 20 seconds to avoid purple staining.
“However, as we all know, we should be brushing our teeth for a full two minutes, meaning it won’t protect your teeth against any future damage.”
Speaking to Well+Good, Bridget Glazarov, general and cosmetic dentist and co-owner of Maison BE Dental Studio in New York, added: “It may cause the opposite effect and cause deeper, more pronounced stains to the enamel, depending on the ingredients in the dye.
“It’s also worth noting that when it comes to dental products, some TikTok videos may be sponsored or may not provide accurate information.”
The safest, healthiest and most effective way to whiten teeth, according to experts, is to see a professional.
Dr Kamila said: “You can whiten your teeth at home using strips that contain peroxide, like Crest strips.
“Alternatively, make an appointment to go and see your dentist and have it done professionally.
“Celebrities often endorse products that they believe in, wanting to give back to their fans in the way of word of mouth.
“However, it’s best to do your own research as well as following the trends.
“Kim Kardashian reportedly sees her dentist twice a year for teeth whitening, for example, and purple toothpaste could mainly be giving her instant, temporary removal of her stains before a photoshoot or a quick live video.
“My advice would always be to speak with your dentist or hygienist and not from social media or you risk doing more harm than good in the long term.”
On TikTok, Kim said she was “obsessed” with the V34 foam product, telling her millions of followers it will “blow your mind”.
And singer Rita said it had made a huge difference to her pearly whites.
Hismile offers a range of products, but its signature purple toothpaste contains phthalimidoperoxycaproic acid (PAP) which allegedly helps to break down stains when oxidised.
Studies have also shown PAP to work more effectively than hydrogen peroxide — the traditional ingredient found in brands like Colgate.
But prolonged use could trigger sensitivity, gum irritation and demineralisation, experts warn.
Hismile/TiktokRita Ora has also praised the brand Hismile[/caption] Read More