In the ever-evolving world of dental care—and social media—new trends constantly emerge, promising brighter, whiter smiles. One of the risings trends in 2023 is the use of purple toothpaste, which claims to whiten teeth, but in reality, it’s just a gimmick using color theory. “It’s tough to know what works and what doesn’t,” says Ultradent Social Media Manager Hartley Lojik, RDH. “But if it sounds too good to be true, it is.”

When discussing teeth whitening options, it’s essential to distinguish between temporary fixes and genuine oral health solutions. If you’re interested in the latter, purple toothpaste might not be the best choice. “Social media is full of gimmick products, if you ever want to look into them further, click on a hashtag and try and find one with a dental professional,” Lojik says. “We want your teeth to be white and healthy!”



The Purple Toothpaste Novelty

Purple toothpaste is based on the principle of color theory, where the purple hue is supposed to neutralize yellow stains on teeth. While this might sound scientifically plausible, the reality is it's more of an optical illusion than an oral health solution. The effect is purely cosmetic and extremely temporary. It doesn't address the underlying causes of tooth discoloration, such as plaque build-up or enamel erosion. For those seeking lasting oral health and genuine whitening, relying on such quick-fix solutions can be misleading.


The Importance of Quality Toothpaste

In contrast to temporary solutions like purple toothpaste, investing in a high-quality, studied, tested product is crucial for long-term oral health—this is where Opalescence™ Whitening Toothpaste makes a significant difference. Opalescence Whitening Toothpaste is not just about brightening smiles; it helps maintain overall oral health with scientifically backed ingredients.


Advantages of Opalescence Whitening Toothpaste

  1. Effective Whitening: Unlike the superficial action of purple toothpaste, Opalescence Whitening Toothpaste provides a more effective and lasting whitening effect by removing surface stains and preventing new ones. It removes surface stains to lighten teeth up to 2 shades in just one month.1
  2. Enamel Protection: It strengthens the enamel, providing a solid defense against cavities and tooth sensitivity. The inclusion of sodium fluoride helps prevent cavities and strengthen enamel.2 Opalescence Whitening Toothpaste features exceptional fluoride uptake when compared to other toothpastes on the market.3
  3. Gentle and Safe: Formulated for daily use, Opalescence Whitening Toothpaste is gentle on teeth and gums, making it a sustainable choice for long-term dental care. Whitening toothpastes that are more abrasive may weaken enamel, cause gum recession, or make your teeth more susceptible to decay and sensitivity if used daily. Opalescence Whitening Toothpaste is less abrasive than other leading whitening toothpastes,4 making it safe to use every day.* You don’t have to sacrifice convenience or quality.


While the allure of quick fixes like purple toothpaste can be tempting, it's essential to prioritize long-term oral health over temporary cosmetic solutions. Choosing a trusted, quality toothpaste like Opalescence Whitening Toothpaste is a smarter decision for dental health.


To learn more about the underlying causes of teeth staining, click here, and try Opalescence Whitening Toothpaste for yourself by clicking here.


  1. Gultz J, Kaim J, Scherer W. Whitening efficacy of a whitening toothpaste crème [IADR abstract 2747]. J Dent Res. 1998;77(suppl 2):975.
  2. Sivapriya E, Sridevi K, Periasamy R, Lakshminarayanan L, Pradeepkumar AR. Remineralization ability of sodium fluoride on the microhardness of enamel, dentin, and dentinoenamel junction: An in vitro study. J Conserv Dent. 2017;20(2):100–104.
  3. Schemehorn BR, et al. Enamel fluoride uptake study. Indianapolis: Dental Product Testing Therametric Technologies, Indiana University Emerging Technologies Center. 2009.
  1. Attin, T. Assessment of relative dentin abrasion (RDA) of two toothpastes from Ultradent Products, Inc. Universitat Zurich: Zurich, Switzerland. 2021. Data on file.

* If sensitivity persists after 4 weeks of use, consult your dentist.