My White Secret

My White Secret is a British oral-care brand specialising in peroxide-free teeth whitening. It sells directly through its own online store and across a range of third-party retailers, with a catalogue built around whitening strips, powders, pens, foams and at-home LED kits, alongside toothpastes, mouthwashes and dental floss. The company is based in the United Kingdom and ships to more than 70 countries [1].

The brand's central claim is that effective whitening need not rely on peroxide. Its products use PAP (phthalimidoperoxycaproic acid) as the active whitening agent, which the company describes as gentle on tooth enamel and suitable for sensitive teeth and gums [2]. As of mid-2026 the brand is active, operating a live storefront with a broad current product range.

My White Secret positions itself around enamel-safe, dentist-formulated whitening. The products are described on the brand's site as "formulated by UK dentists" and peroxide-free, an approach the company frames as gentler than conventional peroxide-based whitening [2]. It also markets its range as cruelty-free and vegan [2].

The brand sits at the indie, direct-to-consumer end of the oral-care market. Its website is a Shopify storefront whose navigation is built almost entirely around products rather than brand storytelling, with no separate "about" or company-history pages; the brand-stated claims appear instead on individual product listings.

The product line centres on teeth whitening but extends across everyday oral care. Signature items include peroxide-free whitening strips marketed as a two-week treatment, charcoal-and-coconut-oil whitening strips, a whitening powder, a V34 colour-corrector foam, and an at-home LED whitening kit. The wider catalogue adds toothpastes in several flavours, mouthwashes, dental floss, stain removers, ultrasonic plaque removers and water flossers.

Two ingredients anchor the formulations. PAP is presented as the main whitening agent, said to break down surface stains without damaging enamel, while PVP is described as a protective agent that forms a film on the tooth surface to keep teeth cleaner for longer [2]. Some strips are additionally built around activated charcoal and coconut oil. The brand also offers a biodegradable charcoal dental floss packaged in a refillable glass jar with refill packs.

Alongside its own Shopify store, My White Secret is stocked through several major retailers. It appears in the A-to-Z brand directories of ASOS in both the United Kingdom and United States [4], and is sold through PrettyLittleThing, Amazon UK [5] and the wholesale marketplace Ankorstore, giving it a multi-channel presence across direct, fashion-retail and marketplace platforms.

The brand is active. Its official storefront remains live with a deep and current catalogue, including more recent product types such as the V34 colour-corrector foam, a water flosser, an ultrasonic plaque remover and an LED kit, and it continues to be listed in ASOS's current brand directory. No signals of closure, dormancy or acquisition were found.