PurelyWhite Deluxe is a teeth-whitening brand that focuses on helping you achieve a cleaner, brighter smile through at-home care. It offers a full range of oral-care products that may help address common concerns, such as surface discoloration, stains caused by coffee, tea, or smoking.
The brand claims that its offerings are designed to make teeth whitening more convenient and accessible, allowing you to manage your oral-care routine without frequent visits to a dental clinic.
This review will provide details on the brand’s product lineup, along with its advantages and practical limitations. We’ll also examine real consumer reviews to understand how well the brand’s promises align with actual user experiences.
About Purely White Deluxe
PurelyWhite specializes in at-home teeth whitening and daily dental maintenance. It aims to make professional-level whitening accessible through a range of enamel-safe products designed for everyday use. The brand focuses on providing an accessible way to improve oral appearance while supporting better hygiene.
The brand’s collection includes a variety of products, and its main offerings include the Teeth Whitening Kit with LED technology and Whitening Kit Refills, both formulated to help brighten teeth with minimal sensitivity. It also offers Purple Whitening Strips, Anti-Cavity Whitening Powder, and Whitening Powder to give you multiple ways to maintain a cleaner smile.
As per the official website, PurelyWhite also covers everyday dental hygiene through products like the Clean Ritual Toothpaste Tablets, Advanced Whitening Toothpaste, and Whitening Mouthwash. These fluoride-free and naturally inspired options focus on freshening your breath and maintaining oral balance.
The brand extends into accessories such as the Ultra Series Electric Toothbrush and replacement brush heads, which use gentle micro-vibrations to enhance cleaning efficiency compared to manual brushing. It also features products like the Arctic Mint Lip Scrub and Oil Pulling treatment, potentially promoting better teeth whitening and gum health.
PurelyWhite Deluxe Offerings
Purple Whitening Strips
Purple Whitening Strips are formulated to brighten teeth with an enamel-safe composition. They may help remove surface stains and avoid the harsh oxidative stress of peroxide formulas. The strips include PAP+ (Phthalimidoperoxycaproic Acid), which uses an oxidation reaction to target molecules responsible for tooth discoloration. Unlike hydrogen peroxide, which produces free radicals that can degrade enamel, PAP+ releases oxygen in a controlled way. This breaks down double-bonded stain molecules into colorless forms, while preserving the enamel’s hydroxyapatite structure. PAP+ does not destabilize calcium or phosphate ions, so it minimizes sensitivity and helps maintain your teeth’s mineral density.
The strips also combine color-correcting technology using a purple pigment, which serves an optical rather than a chemical function. On a color wheel, purple and yellow are complementary hues. When purple is applied to yellow-tinted surfaces, it visually cancels out warm tones. This optical balancing effect, known as subtractive color neutralization, gives the appearance of whiter teeth instantly by altering how light reflects off the enamel surface, which works on deeper stains.
The makers state that the no-slip grip design in these strips ensures prolonged and uniform contact between the whitening film and enamel. This consistent adherence allows the active compounds to diffuse evenly across the tooth surface, maximizing stain breakdown without uneven whitening.
Teeth Whitening Kit
The Teeth Whitening Kit relies on a Carbamide Peroxide-based formula that works through an oxidation process to remove intrinsic and extrinsic stains from enamel. When applied, carbamide peroxide decomposes into hydrogen peroxide and urea. Hydrogen peroxide then diffuses through the enamel’s microtubular structure, releasing reactive oxygen species that target and cleave the chromophore bonds responsible for discoloration. These chromophores absorb visible light, giving teeth a yellow or brown hue. The oxidation reaction renders the compounds colorless without physically abrading or demineralizing enamel by disrupting these bonds. The urea component further supports whitening efficacy by elevating the local pH, promoting a more stable and less acidic environment that protects calcium and phosphate ions in the enamel matrix.
The Blue Light Accelerator in this kit may enhance the whitening reaction using a photochemical effect. Blue light (about 450–490 nm) energizes peroxide molecules, speeding up their breakdown. This light activation increases the rate of oxygen radical formation, which helps oxidize stains faster. The included mouthpiece may help the gel stay in uniform contact with enamel surfaces.
Whitening Powder
As per the official website, the Whitening Powder is powered by PAP+ (Phthalimidoperoxycaproic Acid), which is a peroxide-free compound that may work through a controlled oxidation mechanism. It could help break the double bonds and convert them into smaller, colorless molecules, effectively removing discoloration.
Whitening Powder may help preserve the enamel’s crystalline structure and reduce dentinal hypersensitivity by maintaining the calcium-phosphate balance essential for enamel strength. It could help suppress bacterial metabolism on the enamel surface.
The makers state that Whitening Powder assists in mechanical polishing, smoothing the enamel surface for better light reflection and a naturally brighter appearance.
Anti-Cavity Whitening Powder
The Anti-Cavity Whitening Powder combines natural antimicrobial botanicals and remineralizing compounds to enhance tooth brightness while supporting enamel regeneration. This formula has licorice root powder (glycyrrhiza glabra), which contains glycyrrhizin, glabridin, and liquiritin that possess strong antibacterial and anti-inflammatory properties. These bioactive molecules disrupt bacterial cell walls and potentially inhibit the growth of Streptococcus mutans and Porphyromonas gingivalis, which may help with plaque buildup, cavities, and gum inflammation.
As per the official website, Anti-Cavity Whitening Powder helps maintain a balanced oral microbiome by reducing the bacterial load and suppressing biofilm formation. It allows beneficial bacterial species to thrive while minimizing acid-producing pathogens that lead to enamel demineralization.
PAP+ Whitening Bundle
According to the official website, the PAP+ Whitening Bundle provides a complete peroxide-free routine for maintaining a brighter smile while protecting enamel health. This bundle includes products that use phthalimidoperoxycaproic acid, which helps oxidize stains on the enamel surface without releasing harsh free radicals.
The bundle features Whitening Powder, which serves as a daily supplement to regular brushing. When mixed with toothpaste, it gently lifts surface stains while promoting enamel smoothness and plaque reduction.
The makers also included Whitening Strips in this bundle, which use the same PAP+ technology combined with purple color-correcting pigments that neutralize yellow tones, giving an instant optical brightening effect. The Mouthwash completes the routine by maintaining freshness and supporting oral hygiene over time. It could help control bacterial buildup and sustain the whitening results achieved from the powder and strips.
Advanced Brightening Serum
The Advanced Brightening Serum utilizes a color-correcting formula that may help create both an instant and subtle long-term brightening effect. It combines the purple pigment, which functions through optical neutralization that helps balance reflected light wavelengths, visually cancelling out the warm undertones. This immediate visual correction may help create a temporary illusion of a whiter smile.
As per the official website, Advanced Brightening Serum helps regulate oral flora and prevent plaque accumulation along the gumline. It might also help refresh breath and support gum health by reducing microbial irritation that can lead to gingival inflammation.
The Ultimate Bundle
As per the official website, the Ultimate Bundle combines multiple whitening and care essentials to create a full oral and cosmetic routine focused on both tooth brightness and lip health. The bundle features a 7-minute dental-grade whitening system powered by carbamide peroxide and blue light accelerator technology. This combination works by breaking down deep-set stains through oxidation, while the blue light enhances the chemical reaction, allowing for faster and more even whitening results without enamel damage or gum irritation.
The routine begins with the Advanced Whitening Toothpaste, formulated to gently polish enamel, lift surface stains, and maintain the results of each whitening session. It supports daily oral hygiene while preventing new discoloration from food, drinks, or smoking.
To complete the process, the makers also included Arctic Mint Lip Scrub in this bundle, which provides gentle exfoliation using fine natural abrasives to remove dry skin and smooth the lips. The mint-infused formula refreshes breath and leaves a cooling sensation, complementing the whitening process by enhancing freshness and appearance.
Purely White Deluxe Advantages
Influencer-Driven Brand
Purely White Deluxe operates as an influencer-driven brand, relying heavily on collaborations with digital creators and content personalities to expand its reach and strengthen brand credibility. The company partnered with over 700 influencers and verified creators through major social platforms. These partnerships were designed to produce short-form, user-generated content that felt authentic and relatable, helping to convert audiences into customers. Influencers such as Emma Caplan, Shay Brown, and Hannah Grace have also shared product experiences, before-and-after results, and tutorial-style videos that generated high engagement rates and drove traffic to the brand’s website.
Multi-channel approach
Purely White operates a highly active e-commerce website that serves as its main platform for offering a complete range of whitening products, including whitening kits, gels, LED devices, and powders.
The brand strengthens its visibility through active participation across key social media platforms, primarily Instagram, TikTok, and Snapchat. Its social content includes whitening transformations, customer testimonials, and influencer-led product features that help strengthen authenticity and results.
The brand’s Instagram account also showcases daily posts and user-generated visuals, while TikTok and Snapchat campaigns use short-form videos to demonstrate quick application and visible whitening effects. These platforms allow the brand to stay connected with its audience and attract new customers through relatable, real-time engagement.
Purely White Deluxe’s strong online standing also comes from its focus on responsive customer interaction. The brand consistently highlights verified customer reviews, before-and-after images, and personal feedback across its digital channels.
Purely White Deluxe Limitations
Limited Dentist Endorsements
Purely White Deluxe frequently uses terms such as dentist-formulated, professional grade, and created by dental experts across its website and marketing materials. However, the brand does not identify any specific dental professionals by name, qualification, or affiliation who have publicly endorsed, reviewed, or participated in developing the product.
No dentist testimonials, video statements, or authored articles linked to licensed practitioners appear on the official Purely White Deluxe website or in publicly available databases. The brand does not list any verified dental advisors or practicing clinicians associated with the brand.
Even though the company markets its whitening products as “used and trusted by professionals,” there are no verifiable references, such as named dentists, clinic collaborations, or clinical interviews, supporting that claim.
Lack of Third-Party Certifications
Purely White Deluxe does not display or reference any third-party safety, quality, or efficacy certifications on its website, packaging, or product documentation. Recognized certifications in the oral care industry, such as the American Dental Association (ADA) Seal of Acceptance, ISO 22716 (Good Manufacturing Practices), or FDA OTC device listing, serve as objective verification that a product meets established safety and performance standards. The brand is not listed among ADA-accepted whitening products and has no verified FDA registration under the agency’s publicly searchable database for dental whitening gels or devices.
The ADA Seal of Acceptance, for example, requires independent laboratory testing to confirm that a product effectively whitens teeth without damaging enamel or gums. Brands must submit clinical data from at least two controlled studies, along with safety documentation reviewed by dental scientists. Since Purely White Deluxe does not cite or display such verification, its whitening claims remain based on internal testing or marketing assertions rather than independent validation.
The brand does not show evidence of ISO-certified manufacturing, third-party lab analysis, or ConsumerLab/NSF International testing, which are commonly used to confirm purity, consistency, and peroxide concentration accuracy in cosmetic dental products. Without these certifications, you cannot confirm that each batch meets standardized quality or safety thresholds. While the brand markets itself as safe for enamel and gentle on teeth, these statements are self-asserted and not validated by third-party evaluators.
Pros
- Offers a wide range of whitening kits, powders, strips, and toothpaste.
- Provides at-home, professional-grade whitening options.
- Uses dental-grade formulas and LED accelerator lights in kits.
Cons
- Some users shared inconsistent customer service and refund issues.
- Users commonly highlight shipping delays and tracking issues.
Purely White Deluxe Alternatives
Auraglow
Auraglow and Purely White Deluxe differ in both their whitening technology and overall approach to oral care. As per its official website, Auraglow focuses on a professional, dentist-trusted model, offering peroxide-based whitening for visible results backed by clinical testing. Purely White Deluxe takes a cosmetic and lifestyle-oriented approach, combining whitening with broader oral beauty care. Auraglow emphasizes clinically proven performance, and Purely White Deluxe highlights comfort, natural ingredients, and peroxide-free whitening suitable for everyday use.
Auraglow’s collection is streamlined, focusing on effectiveness and simplicity. It offers a Teeth Whitening Kit, designed to brighten teeth using hydrogen peroxide gel and an LED light mouthpiece. The brand also offers options like the Auraglow Whitening Pen and Whitening Strips that are convenient for on-the-go use, while the 35% and 44% Whitening Gels offer refill options if you prefer a customizable procedure. It also sells a Whitening Booster and an Electric Toothbrush, rounding out a clinical-style routine meant to deliver measurable whitening results safely and efficiently.
Purely White Deluxe, on the other hand, offers a wider variety of cosmetic-driven products aimed at creating a complete beauty routine for your mouth. Its Teeth Whitening Kit uses PAP+ technology and LED light activation to whiten teeth, without peroxide or sensitivity. It also offers Purple Whitening Strips and Advanced Brightening Serum that use color-correcting pigments to instantly neutralize yellow tones, giving a quick optical whitening effect.
The brand also features products like the Whitening Powder, Anti-Cavity Whitening Powder, and Clean Ritual Toothpaste Tablets for gentle whitening and freshness. The line even extends to beauty-inspired products like the Arctic Mint Lip Scrub and Oil Pulling Detox, showing its focus on both appearance and oral wellness.
The brands also differ in the type of whitening results they promise. Auraglow’s peroxide-based formulas penetrate enamel to remove deep stains. Meanwhile, Purely White Deluxe avoids peroxide, focusing on PAP+ whitening and natural brightening powders.
As per their official website, Auraglow’s products typically range from $24 to $48, offering a solid balance between affordability and professional-grade quality. Purely White Deluxe products vary widely, from $9 for toothpaste to $135 for full bundles, relying heavily on promotional discounts and bundles that appeal to casual shoppers.
Auraglow focuses on a clinically proven, dentist-grade whitening system that delivers fast and measurable results. Purely White Deluxe, meanwhile, provides a gentle, peroxide-free approach with a focus on oral aesthetics and a complete at-home care routine.
WellaWhite
WellaWhite and Purely White Deluxe both focus on helping you improve your smile at home, but they take very different approaches in how they do it.
As per its official website, WellaWhite is based on technology-driven oral care. Its products include the WellaWhite Electric Toothbrush and the WellaWhite LED Whitening Kit. The electric toothbrush uses advanced sonic vibrations with 42,000 strokes per minute, along with six brushing modes, a Smart Timer, and a 60-day battery life. It’s also IPX7 waterproof and comes with four replaceable brush heads, making it practical for daily use. The brand features an LED Whitening Kit that pairs a potent whitening gel with blue LED light technology to lift stains and whiten teeth. WellaWhite highlights that its products are FDA-cleared, dentist-approved, and made to be gentle on sensitive teeth.
Purely White Deluxe offers a much wider range of oral care products. Beyond whitening kits, the brand includes PAP+ Whitening Strips, Anti-Cavity Whitening Powder, Whitening Powder, Teeth Brightening Powder, and Advanced Brightening Serum, which uses a purple color-correcting formula to neutralize yellow tones for instant brightness. It also features daily care items like the Clean Ritual Toothpaste Tablets, PAP+ Whitening Mouthwash, and the Ultra Series Electric Toothbrush, which uses gentle micro-vibrations that could remove more plaque than a manual brush.
Where WellaWhite focuses on performance and speed, Purely White Deluxe takes a routine-based approach. WellaWhite’s products are said to provide instant results with fewer dentist visits. Purely White Deluxe encourages long-term care through daily use of multiple products that address whitening, gum health, and freshness. Products like the Arctic Mint Lip Scrub and Oil Pulling Natural Whitening add a self-care element that goes beyond basic dental hygiene.
Their pricing reflects these differences. WellaWhite promotes large discounts—often up to 75% off—on its key products, such as the Electric Toothbrush and LED Whitening Kit, typically priced under $70 after offers. Purely White Deluxe uses a more flexible product structure, allowing you to build a custom routine. Its Teeth Whitening Kit and Whitening Strips are priced around $29–$59, while bundles fall between $89 and $135.
WellaWhite is built around technology and fast whitening results. Purely White Deluxe takes a broader, ingredient-focused route intended for daily cosmetic use.
How Did We Evaluate?
User Responses And Experiences
To evaluate Purelywhite, we reviewed more than 400+ customer reviews on Trustpilot, where the brand holds a 3.6-star rating based on reviews from 2023 to 2025. The reviews showed mixed experiences in which some customers said they noticed quick whitening results, while others mentioned problems with shipping, refunds, and customer service, showing that satisfaction with the brand varies widely.
Many people shared that the brand’s whitening kits were simple to use and provided noticeable results. Some also liked that the products caused little or no tooth sensitivity and were convenient for regular use. Customers highlighted that they found the kits effective for brightening their smiles and appreciated the clear instructions.
At the same time, many reviews described delivery issues, missing packages, and unhelpful responses from customer service. Several customers said their orders were marked as delivered but never received, while others struggled to get refunds or replacements. Complaints often mentioned that the company blamed delivery partners instead of taking responsibility. A few users highlighted that refund requests for sale items were also commonly denied, which left some people feeling frustrated and unsupported. Some users said replies were delayed or unhelpful, and issues only got resolved after repeated follow-ups. The brand seems to offer products that may work well for some but not for everyone. While many customers claimed to notice improvement, others had poor experiences with shipping or support.Brand Reputation
We looked at Purely White’s product range, customer feedback, and official records from the Better Business Bureau to assess its brand reputation. The brand offers premium at-home teeth-whitening options, including LED whitening kits, whitening pens, refill gels, and toothpaste.
On BBB, it currently has an “F” rating, with several complaints filed in the past years. These complaints mention unfulfilled refunds, ongoing charges after canceling orders, undelivered products, or no response from support.
Bases on these details on BBB, Purely White Deluxe appears to depend more on strong marketing than consistent customer service. Its whitening products may appeal to people looking for a convenient at-home option, but the number of unresolved complaints and unclear refund practices raise concerns.
Frequently Asked Questions
No. The brand’s whitening kits are designed for natural teeth enamel and are not to be used on dental restorations, like crowns or veneers.
The brand does not provide personalized dental consultation or professional oversight. If you have pre-existing oral issues, you should seek advice from a dentist before starting whitening procedures.
The brand does not publicly disclose the exact peroxide percentage used in its formulations, like the Teeth Whitening Kit. This can make it difficult for you if you want to compare the intensity with other whitening products.
Conclusion
Purely White Deluxe offers at-home teeth whitening options that might help you achieve a brighter smile without the need for professional procedures. Its collection aims to help oxidize surface stains and improve brightness.
The brand claims to provide professional-level whitening with minimal sensitivity, aiming to make aesthetic dental care more accessible and convenient. Its formulations are designed for everyday use. Purely White Deluxe also highlights a strong online presence and influencer collaborations.
However, it does not provide third-party certifications or independent clinical studies to verify its claims, and no dental professionals are publicly linked to product development or endorsement.
The brand uses peroxide-based formulas, which may cause temporary enamel dryness or gum irritation, particularly if used more frequently than recommended. Its lack of verified ingredient concentrations limits transparency about the product formulations and their safety profile.
Purely White Deluxe provides practical, user-friendly whitening options suited for short-term results rather than long-term dental care. You may find its offerings useful if you want a simple and quick way to enhance your smile at home. Still, it does not replace professional whitening for lasting results or enamel-strengthening benefits. While the brand aims to make whitening convenient, its lack of professional validation and potential for temporary sensitivity remain important factors to consider.
- About the Author
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Alisha Matthew has been a practicing nutritionist since 2016. She holds a master’s degree in nutrition from the University of IOWA. She is a staunch believer in improving the human health index by educating people about nutrition and the importance of nutrition in leading a healthy and happy life. Her long-term goal is to keep educating people on general health and keep herself updated with the latest trends in the field of health.