Part of Colgate’s Max White range, this Clinical Purifying Power toothpaste sits in the “whitening plus” category, competing with other high street whitening pastes that aim to brighten teeth while still covering everyday oral care. It’s aimed at people who want a cleaner, fresher feel and a gradual lift in surface staining from tea, coffee, or red wine, without moving to strips or professional treatments.

Who is this for?

If you already use a standard fluoride toothpaste but feel your teeth look a bit dull, this is the sort of option you’d try before stepping up to more intensive whitening. Expect results to be subtle and dependent on routine, brushing technique, and how much staining you pick up day to day. As with most whitening toothpastes, it focuses on polishing away surface stains rather than changing the natural shade of your teeth.

  • 75ml tube, a typical size for travel or a smaller bathroom stash
  • Whitening-focused formula, geared towards tackling everyday staining in regular use