Michael Apa, DDS, a New York-based dentist who treats celebrities like Mary Kate and Ashley Olsen, Lea Michele, and Chloë Sevigny, wasn’t thrilled with the whitening toothpastes on the market, so he developed his own. “It’s super thick and rich and, for me, texture matters,” he said.
The formula also contains micro hydroxyapatite, in lieu of fluoride, to strengthen teeth. “Hydroxyapatite is what teeth are made of. The raw ingredient is mixed into the rich paste to re-mineralize and scrub away stains for a gentle whitening effect. It also tastes like a candy cane, so that’s always good.”