KLYYR Labs · Report 007

23 whitening claims · September 2026

Whitening Toothpaste Claim Audit.

Headline finding

23 of the 50 toothpastes in the 2026 Toothpaste Transparency Report make a whitening claim on the front. 4 list a peroxide on the back: Crest 3D White Brilliance, Arm & Hammer Advance White, Hismile PAP+, and Spotlight Whitening Pro. None lists blue covarine. 19 of 23 rely on stain-removal ingredients or abrasives alone, and 5 name no whitening route at all. 19 of 23 publish no RDA number.

  • 23

    of 50 tubes make a whitening claim

  • 19 / 23

    list no peroxide or blue covarine

  • 4 / 23

    list a peroxide

  • 19 / 23

    publish no RDA number

Method

Sample: every SKU in the 2026 Transparency Report whose product name or front panel uses whitening, white, or whiten. Klyyr One+ makes no whitening claim, so it was screened with the same rule and is not a row.

A whitening route counts only when a named ingredient on the back label supplies it: peroxide (hydrogen peroxide, sodium carbonate peroxide, PAP), blue covarine (CI 74160), charcoal, hydroxyapatite, enzymes (papain, bromelain), pyro- or polyphosphates, or baking soda. “No named route” means the label relies on ordinary abrasives such as silica or calcium carbonate. “Peroxide or optical” is yes only for peroxide or blue covarine, the two routes that act on tooth color rather than surface stain. This audit records routes, not results.

RDA values come from the RDA disclosure report and count only when the brand or a primary source states them.

Part of the Klyyr Labs label-audit series. Built on the sample, sources, and disclosure rules of the 2026 Toothpaste Transparency Report.

What the labels show

  1. 01 · Peroxide

    4 of 23 list a peroxide

    Crest 3D White Brilliance lists hydrogen peroxide. Arm & Hammer Advance White lists sodium carbonate peroxide. Hismile PAP+ lists PAP. Spotlight Whitening Pro lists both PAP and hydrogen peroxide.

  2. 02 · No named route

    5 claims name no whitening ingredient

    Sensodyne Pronamel Gentle Whitening, Aquafresh Extreme Clean Whitening, Native Whitening, Burst Whitening, and Close-Up list abrasives and nothing from the route list.

  3. 03 · Hydroxyapatite

    13 whitening claims list hydroxyapatite

    Most hydroxyapatite whitening pastes pair it with baking soda. Twice adds papain, bromelain, and two phosphates. Himalaya adds papain and bromelain.

  4. 04 · Polyphosphate

    6 list a pyro- or polyphosphate

    Colgate Total SF Whitening and Crest Pro-Health rely on phosphates such as tetrasodium pyrophosphate and sodium hexametaphosphate, which target surface stain and tartar.

  5. 05 · Optical

    No label lists blue covarine

    Curaprox markets an optical “blue filter” for Black is White, but no blue covarine (CI 74160) appears on its ingredient list. Its named route is charcoal.

  6. 06 · Abrasivity

    19 of 23 publish no RDA

    Whitening shoppers often ask how abrasive a paste is. Most whitening claims ship without a published relative dentin abrasivity number.

All 23 whitening claims

Claim is the whitening wording and where it appears. Route is what the back label names. Filter for peroxide, no named route, or no RDA.

23 of 23

Product Claim Route on label Route ingredient Peroxide or optical Abrasives RDA Source
DavidsHydroxi Whitening + Enamel Health product name: “Whitening” Hydroxyapatite, Baking soda Hydroxyapatite, Sodium bicarbonate (baking soda) no Calcium carbonate, Hydrated silica 101-111 Source
Dr. Jen NaturalSuper Paste Nano-Hydroxyapatite + Fluoride Drug Facts box: “Whitens Teeth” Hydroxyapatite Hydroxyapatite no Hydrated silica, Calcium carbonate not published Source
WellnesseWhitening Toothpaste (Original Mint) product name: “Whitening” Hydroxyapatite, Baking soda Hydroxyapatite, Sodium bicarbonate (baking soda) no Calcium carbonate, Silica 119 Source
MySmileNano-Hydroxyapatite Toothpaste, Misty Mint front panel Hydroxyapatite, Baking soda Hydroxyapatite, Sodium bicarbonate (baking soda) no Hydrated silica not published Source
TwiceHappy Mint Whitening with 5% Nano-Hydroxyapatite product name: “Whitening” Hydroxyapatite, Enzymes, Pyro- / polyphosphate, Baking soda Hydroxyapatite, Bromelain, Papain, Tetrasodium pyrophosphate, Sodium hexametaphosphate, Sodium bicarbonate (baking soda) no Hydrated silica not published Source
Lumineux10% Nano Hydroxyapatite Performance Whitening product name: “Whitening” Hydroxyapatite Hydroxyapatite no Hydrated silica not published Source
Designs for HealthPerioBiotic Silver (Spearmint) front panel Hydroxyapatite, Baking soda Hydroxyapatite, Sodium bicarbonate (baking soda) no Hydrated silica not published Source
Grants of AustraliaWhitening +HA Natural Toothpaste product name: “Whitening” Hydroxyapatite, Baking soda Hydroxyapatite, Sodium bicarbonate (baking soda) no Calcium carbonate, Silica not published Source
CuraproxBlack is White product name: “White” Charcoal, Hydroxyapatite Charcoal, Hydroxyapatite no Hydrated silica 90 Source
HismilePAP+ Whitening Toothpaste product name: “Whitening” Peroxide, Hydroxyapatite PAP (phthalimidoperoxycaproic acid), Hydroxyapatite yes Hydrated silica not published Source
Spotlight Oral CareAdvanced Action Whitening Pro product name: “Whitening” Peroxide, Hydroxyapatite, Pyro- / polyphosphate, Baking soda PAP (phthalimidoperoxycaproic acid), Hydrogen peroxide, Hydroxyapatite, Pentasodium triphosphate, Sodium bicarbonate (baking soda) yes Hydrated silica not published Source
MoonPlatinum Advanced Whitening Anticavity product name: “Advanced Whitening” Hydroxyapatite Hydroxyapatite no Hydrated silica, Kaolin clay not published Source
HimalayaWhitening+ Hydroxyapatite Extra Strength Mint product name: “Whitening” Hydroxyapatite, Enzymes Hydroxyapatite, Bromelain, Papain no Hydrated silica not published Source
ColgateTotal SF Whitening Paste product name: “Whitening” Pyro- / polyphosphate Tetrasodium pyrophosphate no Hydrated silica not published Source
Crest3D White Brilliance product name: “White” Peroxide, Pyro- / polyphosphate Hydrogen peroxide, Disodium pyrophosphate, Tetrasodium pyrophosphate yes Calcium pyrophosphate not published Source
CrestPro-Health Advanced front panel: “Whitening Power” Pyro- / polyphosphate Sodium hexametaphosphate no Hydrated silica not published Source
SensodynePronamel Gentle Whitening product name: “Whitening” no named route — no Hydrated silica not published Source
Arm & HammerAdvance White Extreme Whitening product name: “White” Peroxide, Pyro- / polyphosphate, Baking soda Sodium carbonate peroxide, Tetrasodium pyrophosphate, Sodium bicarbonate (baking soda) yes Silica 47 Source
AquafreshExtreme Clean Whitening Action product name: “Whitening” no named route — no Hydrated silica not published Source
HelloNaturally Whitening Anticavity Fluoride product name: “Whitening” Baking soda Sodium bicarbonate (baking soda) no Hydrated silica, Calcium carbonate not published Source
NativeWhitening Wild Mint & Peppermint Oil product name: “Whitening” no named route — no Hydrated silica not published Source
BurstFluoride Whitening / Wild Mint product name: “Whitening” no named route — no Hydrated silica not published Source
Close-UpFreshening Gel Red front panel: “gently whitening” no named route — no Hydrated silica not published Source

Hydroxyapatite, baking soda, enzymes, and polyphosphates are recorded as named routes because brands market them for whitening; the table does not rate how well they work.

Download JSON Download CSV CC BY 4.0. Reuse with attribution.

How to cite this report

The table, JSON, and CSV are free to reuse under CC BY 4.0. Name Klyyr, link this page, and keep the audit date. Corrections and label updates: hello@klyyr.com.

Klyyr. (2026, September 27). Whitening Toothpaste Claim Audit 2026. https://www.klyyr.com/pages/whitening-toothpaste-claim-audit-2026

In short

Read the front. Then find the ingredient on the back that is supposed to do it.

Klyyr manufactures One+, which is included and scored with the same rules as every other row. This is a public-label record, not a clinical comparison, not a ranking of efficacy, and not dental advice. Formulas change. Confirm the carton or Drug Facts before quoting a cell.

01 Which whitening toothpastes contain peroxide?

In this set: Crest 3D White Brilliance (hydrogen peroxide), Arm & Hammer Advance White Extreme Whitening (sodium carbonate peroxide), Hismile PAP+ (PAP), and Spotlight Whitening Pro (PAP and hydrogen peroxide).

02 Which whitening toothpastes have no whitening ingredient?

Sensodyne Pronamel Gentle Whitening, Aquafresh Extreme Clean Whitening, Native Whitening, Burst Whitening, and Close-Up Freshening Gel list no peroxide, blue covarine, charcoal, hydroxyapatite, enzyme, phosphate, or baking soda.

03 Does hydroxyapatite whiten teeth?

13 whitening-claim pastes in this set list hydroxyapatite. This audit records that it is listed, not how well it works. One+ contains hydroxyapatite and makes no whitening claim.

04 How abrasive are whitening toothpastes?

Most do not say. 19 of 23 whitening claims publish no RDA number. See the toothpaste RDA chart for the ones that do.

Read the full FAQ →

The label-audit series

Same sample, a different question.

Every report reuses the 2026 Transparency Report sources and rules. Each one ships its own CSV and JSON.

  1. 01 2026 Toothpaste Transparency ReportThe 50-label parent dataset.
  2. 02 Toothpaste RDA chartWho publishes an abrasivity number.
  3. 03 Titanium dioxide and dye tableWhich colorant, which brand, which source.
  4. 04 Toothpaste ingredient censusEvery named ingredient across 50 labels.
  5. 05 Does hydroxyapatite toothpaste whiten teeth?What a mineral paste can and cannot claim.
  6. 06 Peroxide-free toothpasteOne+ lists no peroxide.
ONE+
No whitening claim. No peroxide. RDA 62, published.
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