What Beverly Hills Formula does

Beverly Hills Formula is a direct-to-consumer oral care brand specialising in premium teeth whitening products, founded in Ireland in 1992 and operated by The Purity Labs Limited, a private limited company registered in England. The company sells a portfolio of toothpastes, mouthwashes, whitening kits, and toothbrushes organised into three core ranges: Perfect White (a luxury tier featuring real gold particles, activated charcoal, hyaluronic acid, and silver nanoparticles), Natural White (a value tier positioned for low abrasivity and rapid stain removal), and Professional White (a sensitive-teeth and enamel-repair line formulated with hydroxyapatite). Product formulations are differentiated by independent clinical testing from a leading British dental school, which ranked the toothpastes as least abrasive and highest in stain removal among twelve tested products.

The business runs a Shopify-powered e-commerce site selling directly to consumers in the UK, Ireland, EU, and World Zone 1 at unit price points between £3.95 and £8.95, with a pay-as-you-go model and no subscription offering. Beyond DTC, the brand is distributed globally through a network of partner distributors managed by Purity Laboratories Ltd, with the company actively recruiting new regional partners via a dedicated 'Work With Us' page. Marketing is multi-channel, spanning Facebook, Twitter, Instagram, TikTok, content/blog, email newsletter, celebrity influencer endorsement (Montana Brown), and earned media from industry awards won between 2013 and 2017.

The company is privately held, has between 1 and 10 employees, has not raised disclosed outside funding, and reports no revenue. Operational footprint includes a UK registered office in Sutton Coldfield, a customer-facing Hong Kong office in Wanchai, and an original founding presence in Ireland. Its competitive position rests on brand heritage (25+ years), formulation differentiation, third-party laboratory validation, and a luxury positioning enabled by premium ingredients such as real gold and activated charcoal.

Name

Beverly Hills Formula

Legal name

THE PURITY LABS LIMITED

Website

https://beverlyhillsformula.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Beverly Hills Formula is an Ireland-founded, UK-registered direct-to-consumer oral care brand selling premium teeth whitening toothpastes, mouthwashes, and whitening kits globally via Shopify e-commerce and distributor partners, with 25+ years of brand heritage.

Ownership category

akta.pro rank

Product category

Oral Care Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

akta.pro secondary industries

Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF), Toothpaste & Toothpowder (CRABAFAA), Mouthwash & Rinses (CRABAFAD)

Keywords

• Teeth whitening products
• Oral care products
• Whitening toothpaste
• Oral hygiene products
• Professional whitening kits

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Operations, Personnel

Revenue model

1. Direct E-commerce Sales: The company sells products directly to consumers through their Shopify-powered e-commerce website beverlyhillsformula.com, offering toothpastes, mouthwashes, toothbrushes, and whitening kits at various price points ranging from £3.95 to £8.95.
2. Global Distribution Partnerships: Beverly Hills Formula distributes products globally through partner distributors, with Purity Laboratories Ltd operating the brand. The company actively seeks new distributor partners worldwide to increase revenue and expand market reach.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Beverly Hills Formula manufactures and sells premium teeth whitening and oral care products directly to consumers through its Shopify-powered e-commerce website. The product portfolio spans the Perfect White luxury range, Natural White range, Professional White range, mouthwashes, professional whitening kits, and toothbrushes, formulated with active whitening ingredients such as activated charcoal, real gold particles, hyaluronic acid, Hydroxyapatite, and PAP. Products are positioned for safe, effective at-home whitening with low abrasivity and enamel protection, validated by independent British dental school testing.

Product overview

Beverly Hills Formula is a direct-to-consumer oral care brand established in Ireland in 1992, specialising in teeth whitening and oral care products. The company offers multiple product ranges: the Perfect White luxury range (including Perfect White Sensitive, Perfect White Extreme White, Perfect White Black, Perfect White Gold, and Glitter variants) featuring premium whitening formulations with active ingredients including real gold and activated charcoal; the Natural White range (including Natural White Total Protection, Natural White Sensitive, and Natural White Charcoal) designed for effective yet gentle whitening with low abrasion; the Professional White Range (launched 2017) featuring Hydroxyapatite for enamel repair; and supplemental products including whitening kits, mouthwashes (Perfect White Black, Perfect White Gold, and Germ Protection), and toothbrushes. The company conducts independent clinical trials and positions its products as safe, effective home teeth whitening solutions backed by scientific research from British dental schools.

Differentiator

Problem solved

Functional benefit

Brands

• Perfect White Range: Luxury range of toothpastes formulated with active ingredients including real gold for ultimate teeth brightening effect.
• Natural White Range
• Professional White Range
• Special Edition Glitter Toothpaste

Products and services

• Perfect White Sensitive Teeth Whitening Toothpaste 100ml whitening toothpaste formulated for sensitive teeth with Hydroxyapatite to remineralise tooth surface and repair enamel micro-lesions, combined with Potassium Nitrate for rapid sensitivity action. Targeted at consumers with sensitive teeth who want whitening without discomfort.
• Perfect White Extreme White Teeth Whitening Toothpaste 100ml whitening toothpaste featuring Cetraria Islandica extract and Japanese Pyrophosphates for distinctive stain removal, with Isosorbide to inhibit bacterial growth, designed for consumers seeking superior whitening results.
• Perfect White Black Remineralisation Repair Whitening Toothpaste 100ml whitening toothpaste formulated with Activated Charcoal for anti-bacterial benefits and Hydroxyapatite to repair enamel through remineralisation, enriching teeth with essential minerals to prevent decay.
• Perfect White Gold with Hyaluronic Acid Teeth Whitening Toothpaste 100ml whitening toothpaste inspired by skincare formulations, with Hyaluronic Acid to moisturise and protect gums combined with real gold particles to fight stains and enhance mouth moisturising.
• Glitter Whitening Toothpaste Special edition 100ml toothpaste enriched with real Gold and Hyaluronic Acid for gum repair and reduced inflammation, featuring 30% activated charcoal for antibacterial properties and a distinctive glitter appearance.

Quantifiable outcome

• Removes over 90% of tooth stains in one minute (Natural White range)
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Purity Laboratories LtdcoreOthersPurity Laboratories Ltd is the operating company behind the Beverly Hills Formula global brand. The company trades as 'THE PURITY LABS LIMITED' T/A 'Beverly Hills Formula'. They handle product development, manufacturing through their Hong Kong operational office, and manage global distribution partnerships. The legal entity is registered in the UK at 35 Silvermead Road, Sutton Coldfield.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dr. Brite: DTC natural oral care brand founded by dentists selling charcoal and peroxide whitening toothpastes, mouthwashes, and kits. Comparable as a small, founder-led premium oral care brand competing on natural/specialty formulations.
• HiSmile: Australian-founded direct-to-consumer teeth whitening brand selling PAP-based whitening kits, gels, and toothpastes online globally. Closest comparable peer: similar DTC-first model, premium positioning, social-media-led marketing, and at-home whitening as core proposition.
• Moon Oral Care: Celebrity-backed (Kendall Jenner) premium oral care brand selling whitening toothpastes, pens, and kits through DTC and retail. Highly comparable on premium positioning, celebrity endorsement strategy, and product overlap in whitening kits and charcoal-based toothpastes.
• AP24 (Nu Skin): Whitening toothpaste line from Nu Skin's personal care portfolio featuring proprietary AP24 ingredient blend. Comparable as a specialty whitening toothpaste positioned around a unique ingredient technology.
• Hello Products: Natural and free-from oral care brand (now owned by Colgate-Palmolive) selling toothpastes, mouthwashes, and whitening products with a clean-label, charcoal-infused proposition. Comparable on clean ingredient positioning and broad oral care SKU range.

Broad incumbents

• Crest (Procter & Gamble): Mass-market oral care leader offering Crest 3D Whitestrips, whitening toothpastes, and mouthwashes. Direct competitive overlap in whitening but operates at vastly larger scale with mass-market positioning.
• Tom's of Maine: Natural-positioned oral care brand owned by Colgate-Palmolive. Comparable on natural/free-from ingredient positioning, though distributed primarily through mainstream retail rather than DTC.
• Colgate-Palmolive: Global oral care incumbent with Colgate Optic White and other whitening lines plus the Tom's of Maine natural brand. Largest competitive threat with full distribution, R&D, and marketing budgets.
• Sensodyne (Haleon): Leading sensitive-teeth toothpaste brand with True White whitening variants. Comparable on sensitive-teeth segment overlap and clinical/dentist-trust positioning, though at incumbent scale.

Emerging players

• Bite: DTC subscription oral care brand with a sustainability-led proposition (tablet toothpaste). Comparable as a digitally native, premium, design-forward oral care brand targeting younger consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bhf_whitening
• Facebookfacebook.com/beverlyhillsformula
• Instagraminstagram.com/beverlyhillsformula
• TikToktiktok.com/@beverlyhillsformula
• LinkedInlinkedin.com/company/purity-laboratories

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beverly Hills Formula