Beverly Hills Formula (Purity Laboratories)

Purity Laboratories was founded over twenty years ago where they developed the brand Beverly Hills Formula. Beverly Hills Formula is the only Irish brand providing premium quality oral care products for the oral health and beauty sector, through their range of whitening toothpastes, mouthwashes and oral care products, to help you achieve that all important “Hollywood” smile. The brand was established in 1992 in Ireland thanks to the high quality of the waters, resources and skillful personnel available there. The products, previously manufactured in Bray Co. Wicklow, are now manufactured in Milan, Italy. Back in the early 1990s, the majority of whitening toothpastes had very high levels of abrasivity that were responsible for mouth sensitivity and damage to the tooth enamel. Beverly Hills Formula saw a gap in the market and thus provided a solution to this problem. Combining leading scientific advancements and finest ingredients, they created a toothpaste which provided high stain removal and whitening effect without damaging the enamel. The combination of the most innovative ingredients from both Europe and North America lead to the development of the chemical formula, which together with the famous high quality waters of Co. Wicklow in Ireland, resulted in the first product Total Protection Whitening toothpaste launching in 1993. The product shot to success and was soon followed by Sensitive Whitening toothpaste which alongside with making teeth whiter reduces sensitivity. The Beverly Hills Formula products are a cost-effective way to achieve a whiter smile and were the first brand in the UK to introduce its Money Back Guarantee system, which is still honoured to this day. The Perfect White range launched in 2012 with the first two products Perfect White and Perfect White Sensitive. The latest edition to the range in 2013 was the revolutionary Perfect White Black toothpaste scientifically formulated with Activated Charcoal.