Brand Spotlight: Polished London

A bright white smile can be a powerful thing! It can give you a sense of confidence and make you want to show your teeth off. Plus, of course, looking after your teeth is extremely important for your oral hygiene. With the trend for the ‘Hollywood smile’ ever increasing, the number of at-home teeth whitening solutions have also multiplied. However, not all of them are safe and not all of them are effective. Step in, Polished London. Founder and CEO Debbie Sleeman has created a teeth whitening company which is not only affordable but is vegan, cruelty-free, peroxide-free and consists of a clinically proven formula created by UK dentists.

Polished London offer a range of essential oral care products; such as toothpaste, mouthwash, traditional and electric toothbrushes, and so they're not just a whitening brand as they actually care about the health of your teeth and gums. To take your smile to the next level, Polished London’s whitening strips, powder, pens, and light mouthpiece combine an active ingredient (PAP- phthalimido-peroxy-hexanoic acid) with advanced LED technology to help remove stains and provide longer lasting results. Their kits can be used safely in your own home with the knowledge that you aren’t damaging your teeth or causing sensitivity.

We grabbed Debbie for a quick chat to talk about how she created Polished London, how the brand differs from other whitening companies, and her top tips for achieving a healthy smile.

1. Tell us about yourself and the creation of Polished London?

I'm Debbie Sleeman. I'm the CEO and founder of Polished London, I'm also a busy mum of two children who keep me very busy!

Polished London was created with the number one aim: to disrupt the oral care industry for the better! My background is in the beauty industry, which I love and still do to this day, and I've been lucky to travel the world within my career. In 2014, I trained and worked as a teeth whitening technician in Harley Street; working alongside a dental professor who taught me so much and it's an industry I really found my passion in.
 
Many of my clients would often ask me for recommended products they could use at home in order to maintain their freshly-whitened professional smile. Truth be told, I couldn't recommend anything that I really believed in.

I saw a gap in the market for safe, effective, peroxide-free teeth whitening that provided a unique way of caring for your smile, but equally looked great in the bathroom. We launched with the Teeth Whitening Strips initially and have since grown, offering 14 products which we are incredibly proud of. And, there are more currently in the development stages.

Polished London Teeth Whitening Strips

£24.99

View Details

2. What makes you stand out from other oral care brands?

We are an honest, trusted, brand who genuinely care about what we do; which is creating healthier, whiter, confident smiles. Our products are made alongside our team of UK dentists and our formulas are all created using science-backed, clinically-proven, clean ingredients (peroxide-free) which deliver long-lasting benefits.

3. Tell us about your approach to choosing and creating your best sellers?

Innovation is at the core of what we do. Also, we are a results-driven and ingredient focussed brand. I love the product development part of the business. I'm regularly attending seminars and lab meetings which keeps me up to date with current trends as new ingredients ​​come on the scene. So, it's incredibly important for us to keep up to date with everything so we can continually improve on what we offer.

The future of oral care doesn't have to be boring and mundane and I'm on a mission to change this.

4. What advice would you give to a man thinking about teeth whitening for the first time?

Teeth are one of the first things people notice about you; it can have a huge impact on important things such as relationships. No one wants to kiss an unclean mouth - a healthy white looking smile is a must-have.

My top tips are:

1. If you've had the same toothbrush for a year, chances are you need to upgrade it. The easiest way to tell is to look at the bristles. If they're starting to bend or get frayed you should replace it. Usually, a toothbrush head should be replaced every 3 months.

2. Don't forget to brush your tongue to remove bacteria buildup.

3. Use an alcohol-free mouthwash every day. This will also reduce bacteria buildup, freshen your breath, and prevent tooth decay.

4. Use a whitening toothpaste everyday. This will help to keep your smile fresh, white, and prevent any stains from the food and drink you consume on a daily basis. Remember, if what you eat would stain a white top, it will do the same to your teeth!

5. If you feel like your teeth are looking quite discoloured and dull and they need a brightening boost, then go for the easy-to-use, effective teeth whitening strips. They are transparent, so, no one will see you wearing them - they are very discrete. Teeth whitening strips work by breaking down the surface stains which will help to brighten up your teeth. They are incredibly effective and suitable for everyone, even if you suffer from sensitivity.

Polished London Activated Charcoal Mouthwash

£4.99

View Details

5. Which products would you recommend a new customer to try first?

First and foremost, it's best to make sure you are using a great toothpaste. I recommend starting with the Ultra White toothpaste that will not only provide you with a healthy daily clean, but will also offer vital protection and improve the wellness of your mouth.

Our formula has been developed with ingredients which prevent cavities, support healthier gums, and help to remove stains.

Polished London Ultra Whitening Toothpaste

£11.99

View Details

6. What are the do’s and don’ts for oral care and maintaining whiter teeth?

The Do's:
• Practising good oral hygiene is the number one most important thing.
• Brush and floss twice a day and try to limit tea, coffee, fizzy drinks and red wine as they will stain the teeth.
• Using a straw can limit your teeth’s exposure to staining.

The Don'ts:
• Don't be tempted by cheaper alternatives to teeth whitening.
• Always read the ingredients and do your research. A big no, in terms of ingredients, is using hydrogen peroxide at home. If used incorrectly this can be incredibly harmful and can cause long-lasting sensitivity, gum soreness, bleeding and enamel thinning. It's great if used by a dentist in a chair but at home, I do not recommend it!
• And finally don't forget your yearly dental check-ups and hygiene appointments.

7. Give us three words of wisdom for someone creating a new UK beauty brand?

It's difficult to say in three words, but what I can say is, if you have a dream and a vision then you should absolutely go for it. Also, determination and passion are key. 

8. Which of your products do you use in your own routine?

I love to mix and match my routine. I start my day with the Sonic XP Toothbrush and the Ultra Whitening Toothpaste. Then, I follow with the Aloe White Mouthwash as it leaves your mouth feeling so fresh and clean. Afterwards, I like to mix between the teeth whitening strips and the led kit for when I feel like i need a little whitening boost.

I drink tea during the day, with the odd coffee, which of course will cause my teeth to stain. So, I find the products help to erase the stains and keeps my smile nice and white.

Polished London Sonic XP Toothbrush

£74.99

View Details

9. What is next for you and your brand?

We are so excited for this year; we have an array of new products launching but its all hush-hush for now. Watch this space!

Polished London teeth whitening products get to work within 15 minutes of application, so this is a great solution for anyone who is constantly on the go. The collection of products is already impressive, but Debbie has informed us there is more to come from Polished London and we can’t wait to see what they have up their sleeve. If you’ve been looking in the mirror and think your teeth are in need of a refresh, Polished London’s revolutionary formulas are guaranteed to help maintain and improve your oral health, as well as brightening your smile.