Illegal Teeth-Whitening Industry Exposed - BBC News
A recent BBC investigation (BBC News, 29 October 2025) has uncovered the alarming scale of illegal teeth-whitening treatments being sold across the UK - some in car parks and on doorsteps, and many containing hundreds of times the legal limit of bleaching chemicals.
What the BBC Found
The investigation revealed that unqualified beauticians and online sellers were distributing toxic gels with hydrogen peroxide levels up to 53% which is more than 500 times the legal limit for over-the-counter whitening products.
Under UK law, only registered dentists can use products containing over 0.1% hydrogen peroxide, and even dental-grade treatments are capped at 6%.
Despite this, BBC reporters were able to:
- Purchase illegal whitening kits openly on social media,
- Obtain a fraudulent qualification, and
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Be advised to “practise on friends and family” using gels described as “extreme bleach.”
In one tragic case, Kellie Howson, a hospital worker from Lancaster, lost four teeth and suffered years of pain after an illegal £65 treatment. Her dentist confirmed that the damage was caused by hydrogen peroxide burns.
Experts who tested the gels at the University of Central Lancashire described them as “extremely dangerous” and warned that such treatments can cause irreversible damage, chemical burns, and tooth loss.
The British Dental Association (BDA) has since called for a government crackdown on the “fraudsters” profiting from unsafe cosmetic dentistry.
The Bigger Picture: The Whitening Boom and Industry Risks
The UK’s cosmetic dentistry market has grown rapidly over the past decade, fuelled by social media aesthetics and celebrity “smile” culture. Whitening is now one of the most sought-after cosmetic procedures - but this demand has also created space for unregulated products and quick-profit operators.
A major concern is consumer confusion. Many people wrongly assume all whitening products are safe because they are “sold online” or “influencer-approved.” In reality, chemical bleaching agents like hydrogen peroxide and carbamide peroxide can cause chemical burns, gum recession, and enamel erosion if not professionally applied or properly formulated.
At the same time, consumers are increasingly seeking natural, non-invasive, and sustainable alternatives, a shift that’s redefining what “oral care” means.
How NUEOS Is Deliberately Different
At NUEOS, we share the belief that everyone deserves a brighter, healthier smile: without risk, toxins, or deception.
Our mission is to reimagine oral care through science-backed, sustainable innovation that protects enamel and supports overall mouth health.
Here’s how we differ:
No harsh bleaching agents.
NUEOS products contain zero hydrogen peroxide or similar bleaching chemicals. Our approach is about oral wellness, not cosmetic shortcuts.
Light Bath Technology.
The NUEOS red and blue LED Light Bath supports gum health, a method backed by clinical science, not unregulated chemicals.
Naturally derived ingredients.
Our toothpaste and mouthwash tablets use PAP and HAP, two science-backed ingredients that help whiten and strengthen teeth safely.
PAP (phthalimidoperoxycaproic acid) gently lifts surface stains without damaging enamel, while HAP (hydroxyapatite) - a mineral naturally found in teeth - helps rebuild and protect it.
Together with xylitol, fluoride, and sodium bicarbonate, they leave your mouth clean, healthy, and refreshed - naturally. Read more about our Toothpaste Tablets, and Mouthwash tablets.
Sustainability at the core.
We eliminate plastic waste through refillable tins and biodegradable sachets, offering a cleaner planet as well as a cleaner mouth.
Transparent science, real results.
We believe oral care should be regulated, research-led, and restorative, helping users maintain confidence and health for life, not just a whiter shade today.
A Safer Future for Smiles
The BBC’s findings are a stark reminder that health and beauty should never come at the cost of safety. As the government and dental bodies push for stronger enforcement, it’s clear that the future of oral care lies in trustworthy, sustainable innovation - not dangerous DIY shortcuts.
At NUEOS, that’s exactly what we’re building: a future where oral health is science-led, safe, and sustainable, one smile at a time.
