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The founder of a UK brand has spoken out after general concern over home teeth whitening grew in recent weeks.

Alex Lewis, who set up London-based Love White, said: “Consumers should do their research and read reviews before buying home whitening kits. It’s important to look for kits that clearly state they are non-peroxide.

“Peroxide kits available online aren’t legal and are only safe to be administered by a dentist. It’s not always easy to distinguish between legitimate home teeth-whitening companies and those that aren’t.”

An investigation by Which? found many teeth-whitening kits sold online contained dangerous levels of bleaching chemical that can burn gums and cause tooth loss. Some of the kits had more than 300 times the recommended amount of hydrogen peroxide.

“Love White is the UK’s most advanced non-peroxide home whitening kit,” Alex said. “Our product DNA contains only safe and clean ingredients that cause no harm or sensitivity whilst strengthening the enamel at the same time. Reviews speak for themselves, and we have never yet come across sensitivity or gum issues.

“Our Powerbrite LED accelerator light accelerates the phthalimidoperoxycaproic acid (otherwise known as PAP). Whitening and restoring deep discolouration on deeper levels. Peroxide is essentially a surface bleach with no restorative properties, causing damage and sensitivity.”

PAP is the whitening ingredient that is a safe and scientifically proven alternative to peroxide, though many online kits use the latter. PAP reacts with surface stains to oxidise and remove discolouration without affecting the tooth enamel or increasing sensitivity.

Love White’s kits also use Hydroxyapatite and Potassium Nitrate. The first is an artificial version of enamel that re-mineralises protective outer layers and over time strengthens the tooth resulting in improved oral health, while the second is a dentist-used ingredient that helps to decrease pre-existing sensitivity by protecting the nerves inside the tooth.

“We use Aloe Vera, Chamomile and Pomegranate in our formula too,” Alex said. “These are naturally-derived soothing ingredients that help to improve gum health and decrease irritation -making our kits free of any risk posed by peroxide kits.”