Introducing Formula 37
A brighter smile, redefined.
Clinically inspired, enamel-safe whitening serum that delivers visible results in days — without the burn.
Fast Results
Visibly whiter in as little as 7 days.
Enamel Safe
Gentle formula, no harsh peroxides.
Dentist Approved
Developed with cosmetic dental experts.
Image for illustrative purposes only.
The Ritual
Whitening that feels like self-care.
Formula 37 was built for people who care about how things feel as much as how they perform. A few drops a day, a beautiful object on your counter, and a smile you'll want to show off.
Try Formula 37Loved by thousands
From our community
"Saw a difference in three days. My dentist actually asked what I was using."
"Finally a whitening serum that doesn't make my teeth ache. Obsessed."
"It feels like luxury skincare — for your smile. The bottle alone is gorgeous."