more than
your smile
Smiles are personal. They carry our stories — our joy, our growth, our survival.
But in a world obsessed with perfection, we’re often taught to hide the parts of ourselves that don’t fit a filtered version of beauty.
At Icy Bear, we believe in celebrating what’s real. Not the flawless, but the full picture.
Not just what’s visible, but what it took to get there.
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new classics
We intentionally develop our formulas to multitask, so you can always find new ways to use them. Reach for them morning and night, use solo or with other skincare, mix with makeup, and take on your travels.
Meet the line up
Bianca’s Story
Bianca spent years second-guessing her smile. Between societal pressure and her own inner critic, feeling good about herself wasn’t always easy.
But things shifted when she started showing up for herself in a new way — softer, slower, more intentionally. Her smile isn’t just brighter. It’s hers.
buy now
new classics
We intentionally develop our formulas to multitask, so you can always find new ways to use them. Reach for them morning and night, use solo or with other skincare, mix with makeup, and take on your travels.
Meet the line up
Shop Bianca's favourite Icy Bear products
TOOTHPASTE
(337)
Teeth WHITENING TOOTHPASTE
Stain removal toothpaste
£17.99
More Stories,
Same Purpose.
This isn’t a one-off. It’s a mindset shift. We’re continuing to speak with people who remind us that self-expression isn’t about fitting in — it’s about being honest.
And now, we’d love to hear from you. Your smile has a story — whether it’s bold, quiet, joyful, or still unfolding.
Share it with us using #EverySmile or submit your story directly below. We’ll be featuring real voices from our community throughout the campaign.
share your story
Running Sneakers
Shades of white
$99.99
$99.99
(4.7 / 5)
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Free standard shipping for orders over $50
Gloss up
your glow
The Icy Bear Lip Oil delivers intense hydration and a glossy shine, making your lips look plump and perfectly kissed by the glow. Our Lip Oil is the ultimate cross between a lip gloss and an intensive lip care treatment. Choose Icy Bear for your lip care routine!
Icy Bear Teeth Whitening Strips are backed by clinical results, offering a reliable way to achieve a shades whiter smile in just 14 days. Our strips can whiten teeth by up to 6 shades, making them one of the most effective teeth-whitening strips available. Each strip is infused with PAP (Phthalimidoperoxycaproic Acid) technology, which gently targets stains deep within the tooth enamel for noticeable results. With regular use, you can achieve a brighter smile that rivals professional treatments, all from the comfort of your home.
Unlike many whitening products on the market, Icy Bear's formula is peroxide-free, meaning it won’t cause tooth sensitivity often associated with other teeth whitening strips. Our teeth whitening strips are gentle on both enamel and gums, making them suitable for those with sensitive teeth or composite bonding. This makes Icy Bear the best choice for people who have struggled to find a whitening solution that doesn’t come with pain or discomfort. Now, you can enhance your smile with confidence, knowing that our strips prioritise both safety and effectiveness.
Our teeth whitening strips are designed for modern lifestyles, offering quick and easy application that fits seamlessly into your oral care routine. Whether you’re getting ready for a night out or simply brightening your smile during a busy day, Icy Bear Whitening Strips work their magic in just 30 minutes. Plus, they are vegan-friendly and cruelty-free, reflecting our commitment to providing ethical, safe solutions, even for pregnant women and others with specific health considerations. When you choose Icy Bear, you’re not only investing in a brighter, whiter smile but also supporting a brand that values sustainability and compassionate practices.
Brighter smile
in the comfort of your home
Achieve a stunningly shades whiter
smile with ease — experience the power of Icy Bear Teeth
Whitening Strips, designed to deliver professional-grade results from the comfort of your home.
4-step routine
How to use Icy Bear Teeth Whitening Strips
Peel the strip
Gently peel each whitening strip from its backing liner. Make sure your teeth are clean and dry before application for better adhesion and results. Drying your teeth ensures the whitening agents can make full contact with your enamel, giving you the best possible results.
Key Benefits:
- Enhanced adhesion: Ensures that the strips adhere securely to your tooth surface, allowing the active ingredients to work effectively without slipping.
- Maximised contact: Clean, dry teeth allow for better absorption of the active ingredients, ensuring deeper stain removal for a shades whiter smile.
- Consistent results: Starting with clean teeth helps prevent any barriers to the whitening process, ensuring each strip can do its job uniformly across all teeth.
Apply to your teeth
Place the sticky side of the whitening strip directly onto your teeth, ensuring it covers all visible areas. Press the strip down firmly to ensure it moulds to the shape of your teeth. Avoid contact with gums for a more comfortable experience, focusing the active ingredients where they matter most—on your teeth.
Key Benefits:
- Precise application: Moulding the strip to your teeth helps the formula target hard-to-reach stains, delivering consistent whitening results across your entire smile.
- Comfortable fit: By avoiding the gums, you reduce the chance of irritation, ensuring a gentle and pain-free whitening experience every time, especially for those with sensitive teeth.
- Targeted whitening: Positioning the strips precisely means that the powerful whitening agents focus only on your teeth, making the process more efficient and effective.
Leave for 30 minutes
Let the whitening strip work its magic for 30 minutes. During this time, you can go about your day or simply relax. The strip stays in place, so there's no need to worry about slipping or sliding. This process allows the active ingredients to penetrate deep into the enamel, breaking down stubborn stains without any hassle.
Key Benefits:
- Deep stain removal: The 30-minute application allows active ingredients like PAP to break down deep-seated stains, providing a shades whiter smile.
- Hands-free convenience: The strips adhere firmly, letting you continue with daily activities without interruption.
- Quick, effective whitening: In just 30 minutes a day, you’ll see noticeable improvements in as little as 7 days, achieving up to 6 shades whiter teeth after the full 14-day treatment.
Remove and rinse
After 30 minutes, gently remove the strip and discard it. Rinse your mouth with water or brush your teeth to remove any remaining residue, leaving your mouth feeling fresh and clean. This final step helps to reveal your shades whiter smile and ensures no leftover gel affects your teeth or gums.
Key Benefits:
- Fresh finish: Rinsing removes any lingering gel, leaving your mouth feeling clean and refreshed, so you can smile with confidence.
- Enhanced comfort: Brushing after removing the strip helps to ensure that no residue remains on your teeth or gums, reducing the risk of irritation.
- Instant brightness: This final step lets you see the immediate effects of each treatment, motivating you to complete the full regimen for optimal whitening results.
key features:
built-in timer
A 2-minute timer helps you brush for the dentist-recommended duration every time.
advanced brush head design
The specially designed brush head effectively removes stains and cleans hard-to-reach areas.
wide compatibility with brush heads
Easily customise your brushing with various compatible brush head options for a tailored experience.
brushing modes
Choose from five modes for deep cleaning, gum care, whitening, sensitive teeth, or polishing.
long-lasting battery life
Enjoy up to 45 days of use on a single charge, perfect for both home and travel.
smart pressure sensor
The pressure sensor alerts you if you're brushing too hard, ensuring gentle, enamel-safe cleaning.
real products,
real people,
real confidence.
We design products that enhance—not erase—who you are. Our oral care routine is about feeling clean, confident, and like yourself. Nothing more, nothing less.
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Yes, Icy Bear Teeth Whitening Strips are designed with your safety as a priority. Our unique formula uses PAP (Phthalimidoperoxycaproic Acid) technology, a peroxide-free method that is gentle on your natural teeth and gums. Unlike traditional whitening products, our strips offer a safer alternative for achieving a whiter pearly white smile without the worry of irritation or discomfort. This means you can confidently brighten your teeth knowing that your oral hygiene is well-protected.
Icy Bear Diamond Dust Whitening Toothpaste combines professional advice with a blend of active whitening ingredients and unique elements like diamond dust. This formula effectively tackles intrinsic stains, brightens yellow teeth, and gently supports tooth sensitivity and sensitive teeth. Designed for daily use, it offers 24-hour cavity protection and strengthens tooth enamel, making it a trusted choice for a bright smile, whiter teeth, and a perfect smile.
Icy Bear’s fluoride mouthwash delivers a range of oral health benefits beyond just fresh breath. It helps fight plaque bacteria, strengthen enamel, and protect against tooth decay. The active formula also targets bad breath germs, making it a powerful solution for fresher, healthier teeth and gums. By incorporating our mouthwash into your daily oral hygiene routine, you can reduce the risk of cavities and gum disease while boosting your overall dental health. Use it regularly to achieve long-lasting freshness and a confident smile.
We recommend using our PAP+ teeth whitening powder 2–3 times per week, either in the morning or evening, depending on what fits best into your routine. This frequency ensures you achieve optimal whitening results without overusing the product. For the best experience, brush gently in small circles for two minutes. If you experience sensitivity, use warm water for added comfort. Regular use not only helps to brighten your smile but also supports overall oral hygiene. Remember to pair the whitening powder with your usual toothpaste for the most comprehensive care.
Sensitive toothpaste can provide long-lasting relief when used consistently as part of a daily oral care routine. Ingredients like potassium nitrate and stannous fluoride work by blocking nerve signals and strengthening enamel, helping to reduce sensitivity over time. However, the relief is not permanent—if you stop using the toothpaste, sensitivity may return. For lasting results, continued use is recommended, along with proper oral hygiene and regular dental check-ups to address any underlying issues.
It is recommended to wait approximately 30 minutes after removing the whitening strips before brushing your teeth. This allows any remaining active ingredients to fully absorb into the enamel, maximising their effectiveness. Brushing too soon after using the strips can dilute the active ingredients, potentially reducing the whitening impact. By giving your teeth a little time, you ensure that the results are optimised for a long-lasting perfect smile.
