ITZZO Toothpaste

It uses color theory. Because purple is directly opposite yellow on the color wheel, the purple pigment in the gel cancels out yellow undertones on your teeth, creating an immediate, brighter-looking smile.

Think of this as a maintenance tool rather than a replacement for professional whitening. It is designed to mask yellow stains and keep your smile looking bright between deeper treatments, but it does not chemically bleach the enamel.

Yes. The formula is completely peroxide-free, which is the ingredient typically responsible for sensitivity in whitening products. It is designed to be gentle enough for daily use without causing discomfort.

While it is safe for daily use, it is primarily a cosmetic color-corrector. Most users prefer to use it as a final step after brushing with their standard fluoride toothpaste to ensure they are getting proper cavity protection while achieving the brightening effect.

The effect is temporary, as it works by depositing pigment on the surface of the teeth. You can expect the brightness to last throughout the day, though it will fade as you eat and drink.