ColgateMax White Luminous Toothpaste 75ml - Teeth whitening Toothpaste - Clinically Proven Formula - Removes up to 100% of Surface Stains - SmartFoam System Cleans All Around Your Teeth

Best toothpaste I’ve used in a while, great value pack cheaper than any of the supermarkets or high street shops

The smell is great it also highlights where I’ve brushed so is very effective, I find it to be very fresh and is very good taste

They do help whiten your teeth. A little expensive but they a good product. It will not transform the colour of your teeth but it will whiten a little

Really does clean teeth to a high standard and removes stains. Worth paying that little bit more I would say for this than going cheaper

Helps maintain a good smile, keeps breath smelling fresh and also the charcoal is noticeable when using it often

It does a great job at keeping my teeth feeling fresh and clean. As for whitening, it’s subtle but noticeable over time.

It’s really good for its worth, for 3 only £10 which is really good to the other ones that I found. It’s got a nice taste of mint. Recommend buying this

It seems that teeth whitening is very fashionable at the moment. Celebrities are on the bandwagon trying to out-smile each other on the cover of glossy magazines to inspire the public to part with their hard earned cash to fork out on products to make them look like their favourite contestant on the latest celebrity cooking / shopping / dieting / singing / dating TV programme so we can be just like them. Most peoples' teeth are actually off-white and that is the way that nature intended them to be and pure white teeth are neither natural nor normal. There are plenty of gimmicky products on the market that are intended to make your teeth very white indeed and I suspect that some of these will not be properly tested and may even be harmful.Consumers have a certain degree of trust in major brands which is why when someone like Colgate put out a product of tooth whitening paste then there will be both brand recognition and a degree of trust that the amalgam in the tube has been properly tested and licenced by the authorities.My teeth are not particularly white as I like to drink tea and coffee and the (ahem) occasional glass of red wine but I have never smoked so at least my incisors are not yellowed from tobacco. I therefore, approached this product with mild scepticism that there would be any benefits. To be completely honest, I was a bit worried that I would be judged by the checkout assistant if I purchased these from the local supermarket and did not want to come over as being vain (in a Carly Simon way). Yes there is always the option of the self service checkout but I always seem to have an "unauthorised item in my bagging area" and did not want the added embarrassment of that "unauthorised item" being a tube of tooth whitening paste otherwise I would have probably melted on the spot in a fit of panicky embarrassment. The internet option seemed to be the best way of getting hold of this illicit dental etiolation cream so, with glass of red wine in hand, I closed my eyes and pressed the "buy" button here on Amazon.Two days later the package arrived. I made sure I was inside before opening so as to make sure the neighbours did not witness the contents of my package. Three tubes of blanching puree beautifully packaged in their gleaming Colgate red cardboard outers ready to lighten my canines.I took them into the bathroom and applied a pea sixed dollop onto my electric toothbrush and brushed for a full two minutes. To be honest it does not taste much different to other dental amalgams, one thing I did notice though was that the froth was definitely white; the sort of white you get from the reflection of snow on a sunny day so the signs were good. Afterwards I inspected my gnashers in the mirror and was disappointed that, on first application there was no visible improvement. I squirreled away the paste so that the boxes were not on view of visitors etc and continued to apply the denticle cleanser twice daily for a full two minute brushing.It might be me but, after two weeks of application and the first tube nearly finished, there just might be about a quarter shade improvement to the hue of my little biters. Encouraged by this I will continue to use this product in the hope that, someday, I might be able to smile like Cheryl Cole.