Fewer stains. More smiles.
Because your teeth deserve better than an imported, unbranded gel with no testing and no guarantee.
On the market since 2011. Still here. Still compliant.
DO YOU RECOGNIZE YOURSELF?
That photo where you're not smiling.
You know that hesitation. The second before smiling in a photo where you wonder if your teeth are too yellow. That reflex to put your hand in front of your mouth. Or that €60 whitening kit that didn't change anything—or worse, made your teeth sensitive for a week.
You're not alone. Every year, millions of people look for a teeth whitening product that really delivers on its promises. And the vast majority of them end up with products that shouldn't be sold.
Not compliant with European regulations. Not tested. Not traceable. Imported en masse from China, resold under a brand name invented last week, with bought customer reviews and a price slashed all year round to simulate a bargain.
WHITECARE was founded to change that.
OUR HISTORY
We weren't supposed to be there.
Stéphan and Audrey didn't come from the world of cosmetics. They had no network in this sector, no training as formulators, no idea what really went on in laboratories.
But WHITECARE had already been around since 2011. Ten years of presence in a market that most of today's players didn't even know existed yet. In 2021, just after the COVID period, Stéphan and Audrey took over the brand with a simple project: to give it the high standards it deserved, and which the market refused to impose.
In an industry where brands are born on Monday and disappear the following Friday—after collecting orders—15 years of continuous presence is no small feat. It's proof. Proof that you don't run away when customers are dissatisfied. Proof that you answer when the phone rings.
OUR APPROACH
Develop, don't resell.
Since 2023, WHITECARE no longer sources its formulas from third-party suppliers. We develop our own products, in collaboration with specialized laboratories, to control every step—from the raw ingredients to the tube you receive. This choice comes at a real cost. And it pays off. A WHITECARE product represents 12 to 18 months of work.
What was supposed to be an entrepreneurial project became, in a matter of months, a true conviction. Because by diving into this market, they discovered something shocking.
“The dental cosmetics market is a jungle. The worst rubs shoulders with the best—even on renowned marketplaces.”
Products that do not comply with European regulations are sold openly. Products that claim to contain X% of active ingredients, but after laboratory analysis, are found to contain nothing—zero active ingredients, zero effectiveness—but with reassuring packaging and a rating of over 4.5/5 based on so-called certified buyer reviews.
Institutions supposed to protect consumers that don't have the means to control this flow. Opportunistic sellers who buy a batch of imported products on Monday and launch a “brand” on Friday, without ever opening a regulatory document.
Faced with this, Stéphan and Audrey made a simple choice: to play a different game, entirely.
For Audrey, this choice had a particularly deep resonance. Over the years, she had met too many people who had come back from teeth whitening treatments with severe pain, irritated gums, and damaged teeth—victims of practitioners who had not hesitated to use 40% peroxide gels to achieve spectacular results. Her explanation to clients has remained the same since day one:
“It's like applying bleach to your teeth. Yes, it whitens them. But at what cost?”
Audrey knows this feeling of indignation all too well. Scarred by numerous surgical procedures, she has always refused to succumb to cosmetic surgery in order to conform to other people's expectations. Her conviction is unwavering: you can't just do anything you want with your body. Health is our most precious asset. And no whiter smile is worth putting it at risk.
It is this conviction—hers and Stéphan's—that has become the DNA of WHITECARE.
THE REALITY OF THE MARKET
What no one tells you.
Before we tell you about our products, here's what you need to know about this market—because we believe you have a right to be informed.
Majority
Over-the-counter products do not comply with EU regulations
Almost everywhere, including online marketplaces, due to insufficient controls
0 %
Active ingredient found in competing gels claiming more than X% PAP
These products do not whiten anything. They still sell well.
12-18 months
Time required to seriously develop a compliant product
Most white label resellers do this in a week.
False claims. Prices crossed out all year round. Logos of well-known media outlets used to feign validation that no one has given. Fake customer reviews to display a reassuring rating. This is everyday life in this sector.
We refuse to accept it. And we systematically report any non-compliant products we identify to the DDPP (Departmental Directorate for Protection of Populations).
OUR APPROACH
Develop, don't resell.
Since 2023, WHITECARE no longer sources its formulas from third-party suppliers. We develop our own products, in collaboration with specialized laboratories, to control every step—from the raw ingredients to the tube you receive.
This choice comes at a real cost. And it pays off.
A WHITECARE product represents 12 to 18 months of work.
It all starts with a research phase: reading scientific studies, analyzing available ingredients, and evaluating their stability over time. We then draw up precise specifications, which are submitted to our partner laboratories.
Next comes the formulation phase—dozens of trials, constant back-and-forth with ingredient suppliers, and meticulous verification of every technical and toxicological document.
Before a WHITECARE product reaches your hands, it must undergo:
- Stability and compatibility tests
- A microbiological challenge test
- A buccal epithelium irritation test
- A complete toxicological assessment with the drafting of a Product Information File (PIF)
- A consumer use test to validate each claim made
These steps are mandatory for all cosmetics marketed in Europe. At WHITECARE, they are not an administrative constraint—they are the reason we do what we do.
What we learned from the failure of our first gel
When we launched the first version of our PAP+ gel, we thought we had done a good job. The usage test had given good results. The product was compliant. We were ready.
Feedback from our customers quickly caught up with us. The results were not up to what we had measured in the laboratory. Something wasn't working.
We could have let it go. Many would have done so.
We ordered an analysis of the active ingredients in the finished product. When the results came back, the actual PAP dosage was nowhere near what it should have been. Stunned. That's the word.
It took us months of discussions with formulators, ingredient suppliers, and active ingredient stability specialists to understand that maintaining PAP at its optimal level in a final formula is a technical challenge of a complexity we had not anticipated. Every ingredient interacts. Every step of the manufacturing process can degrade what has been built upstream.
The second version of PAP+ gel was developed differently—with analyses at each stage of formulation and a completely redesigned manufacturing protocol using advanced techniques to preserve the active ingredients until the moment you open the bottle.
Three years. Two formulas. One goal: to ensure that what you pay for is truly in the product.
Carefully selected ingredients
Our formulas are based on the most scientifically documented ingredients in teeth whitening: PAP, hydroxyapatite (nano and micro), and enzymes to act on extrinsic stains. Their effectiveness is confirmed by published studies—not by influencers.
We systematically exclude any ingredients that are prohibited by regulations, as well as those that are controversial or discouraged by the scientific community, such as titanium dioxide, EDTA, and limonene, among others. We work with toxicologists whose job is to ensure that each formula complies with regulations.
And because our products are made in France, we have complete traceability—from raw materials to finished products—not to mention optimal storage conditions.
THE TRUTH ABOUT RESULTS
What our products do. And what they will never do.
We're going to tell you something that few brands dare to write on their website: our products have limitations. And knowing what those limitations are is essential to ensuring that you are completely satisfied with them.
Our consumer formulas are effective on extrinsic stains—those caused by coffee, tea, red wine, tobacco, and certain foods that stain teeth. For the vast majority of people aged 20 to 40 who want to restore their teeth's natural shine, this is exactly what they need.
However, intrinsic stains—those embedded in the enamel or dentin, linked to genetic factors, medication, or age—require concentrations of peroxide that are not permitted in consumer products under European regulations. Only dentists have access to these products.
You can whiten your teeth without dangerous artifices, feel good about yourself, and smile without putting your health at risk. That's all we promise. And that's already a lot.
Our products will not transform naturally yellowed teeth into Hollywood star enamel. They will regain their shine, yes. They will be visibly brighter, yes. But we don't sell miracles—we sell real, tested, measurable results.
Before use, we recommend that you consult your dentist to ensure good oral hygiene and, if necessary, have your teeth cleaned beforehand. This is not just a stylistic clause: it is sincere advice.
What we promise, on the other hand, is simple and guaranteed: fewer stains. More smiles.
OUR COMMITMENTS
What we promise. And what we will never compromise on.
No false claims about results
ter photos are honest. Our reviews are verified. Our UGC content is not edited. Our claims are based on real consumer tests, conducted according to scientific protocols. We don't oversell our products—and we never will.
Always compliant products
Every WHITECARE product is registered on the CPNP (Cosmetic Products Notification Portal), has a complete Product Information Document, and strictly complies with European regulations. This is our non-negotiable minimum.
Complete transparency about what you put in your mouth
The complete INCI list is provided on each product. Our product sheets detail the instructions for use, storage conditions, and contraindications. We don't hide our ingredients—we stand by them because we've chosen them for good reasons.
No animal testing and thoughtful packaging
Each ingredient supplier provides us with a certificate confirming that no animal testing has been carried out. Our packaging is selected to be bio-based and recyclable. Our ranges manufactured in France have no unnecessary secondary packaging. We offer reuse solutions whenever possible.
Real customer service—not a chatbot
If you have a question, a concern, or a problem, someone will answer. By phone. This is deliberate. In an industry where brands disappear overnight, we choose to be available.
We have even set up a support guarantee for our PAP+ kit: if the results do not meet your expectations, we will analyze the context of use with you and offer a personalized solution. No other French teeth whitening brand offers this.
9,3 / 10
Customer satisfaction score - AVIS GARANTIS
Verified, unfiltered reviews
4,5 / 5
Customer rating - Trustpilot
Independent reviews collected over time
WHO WE REALLY ARE
Not the best sellers on the market. The most honest.
Today, there is no leading player in consumer teeth whitening that is transparent, rigorous in its formulation, and accessible to the widest possible audience. That is the position we want to occupy.
What few of our individual customers know is that WHITECARE has also been training and equipping professionals—particularly beauty salons—for years. We have designed turnkey kits and set up our own WHITECARE training program for professionals. No one else on the French market has been offering this dual B2B and B2C expertise for as long as we have. What we offer you as an individual is exactly the same high standard that we impose on the professionals we train.
Not by shouting louder than the others. But by doing better—and proving it.
“We are effective where the market is mediocre or illegal.”
Stéphan and Audrey learned this trade by doing it—by reading hundreds of scientific studies, collaborating with demanding laboratories, understanding why an active ingredient degrades over time, why storage conditions change everything, why certain controversial ingredients persist in formulas when they have no place there.
They chose not to settle for what the market had to offer. And they make the same choice for you.
OUR COMMITMENT FOR THE NEXT 10 YEARS
We refuse to give in.
Give in to miracle products on social media. Give in to ultra-white smiles and impossible instant results. Give in to brands that sell without any cosmetic authorization. Give in to rhetoric that endangers customers' health for a few extra shades.
We may be a small family business compared to the market giants and unscrupulous players. But we believe in the truth. And we have made clear choices:
- Independence—never relying on a supplier that would compromise on quality.
- Safety—always prioritizing health over spectacular results.
- Transparency—about our ingredients, our tests, our limitations, and what our products can really do.
- Education—so that every customer understands what they are putting in their mouth and what they can expect from it.
- Trust – the kind that is built over time, not bought with fabricated reviews.
We don't think we're dentists. We don't promise miracles. We don't show off on TikTok with retouched results.
We want to give people back the freedom to smile—without dangerous tricks, without lies, and without putting their health at risk.
Fewer stains. More smiles. That's our only promise. And we'll keep it.
WHITECARE
Fewer stains. More smiles.
Made in France · Compliant · Effective · Honest
