Oral care / Toothpaste + enamel serum

Toothpaste for your day shift. And your night shift.

Your teeth work two shifts. DAY toothpaste protects them while you eat and drink. NIGHT toothpaste and the enamel serum repair them while you sleep.

  1. AM Brush with DAY
  2. PM Brush with NIGHT
  3. Then Finish with SERUM
Shop the Complete Routine See the science
  • Fluoride in both toothpastes
  • HAP-X™, the night shift
  • Engineered in Italy
OPEN WIDE 01 DAY toothpaste, fresh mint, 75 ml
OPEN WIDE 02 NIGHT toothpaste, calm mint, 75 ml
OPEN WIDE 03 SERUM enamel serum, 30 ml
The problemBone heals. Skin heals. Enamel doesn't.

Enamel can't grow back. But it can take minerals back.

Enamel has no living cells, so no cream, gadget or good intention will regrow it. What it can do is lose minerals and take them back, every single day. Your teeth stay strong as long as more goes back in than comes out.

  1. 01 2.5 billion People with untreated tooth decay The single most common health condition in the world. Not a niche problem.

    Source: World Health Organization, Global oral health status report, 2022.

  2. 02 0 Living cells in enamel Bone and skin heal themselves. Enamel can't regrow: it can only take minerals back.
  3. 03 8 hours With almost no saliva A normal night's sleep is the longest stretch of the day without your teeth's natural defence.

    Source: Watanabe et al., Archives of Oral Biology 40(8), 1995.

Protect by day. Repair by night.

Meet the night shiftClocks in when saliva clocks out

HAP-X™

The night shift

Hydroxyapatite is the mineral your enamel is made of. HAP-X is our repair complex built around it, and it works nights: in NIGHT, alongside fluoride and calcium, and concentrated in the serum you leave on while you sleep.

OvernightLeft on with the serum

01

The mineral enamel is made of

Enamel is mostly crystalline hydroxyapatite, a calcium phosphate mineral. HAP-X brings that same mineral back to the surface of your teeth.

03

Clocks in when saliva clocks out

NIGHT pairs HAP-X with fluoride and calcium for your last brush. The serum concentrates it in a leave-on step that works the whole night shift.

OPEN WIDE 01 DAY toothpaste, fresh mint, 75 ml

DAY: protect, fluoride + zinc

OPEN WIDE 02 NIGHT toothpaste, calm mint, 75 ml

NIGHT: repair, HAP-X + calcium

OPEN WIDE 03 SERUM enamel serum, 30 ml

SERUM: concentrated HAP-X, stays on

Shop the Complete Routine
Chapter 01Day becomes night

07:00

Day

Protect. Fluoride and xylitol against acid, zinc for fresh breath, in a fresh, citrusy mint: for a mouth that is eating, drinking and talking.

22:30

Night

Repair. HAP-X, our night shift, and calcium put minerals back while saliva is off duty. A fragrance-inspired flavour for the last brush of the day.

OPEN WIDE 01 DAY toothpaste, fresh mint, 75 ml

07:00

Day

Protect. Fluoride and xylitol against acid, zinc for fresh breath, in a fresh, citrusy mint: for a mouth that is eating, drinking and talking.

OPEN WIDE 02 NIGHT toothpaste, calm mint, 75 ml

22:30

Night

Repair. HAP-X, our night shift, and calcium put minerals back while saliva is off duty. A fragrance-inspired flavour for the last brush of the day.

Your day isn't your night. Why should your toothpaste be?

Chapter 02The science of a day

Your mouth at 07:00 is not your mouth at 23:00.

By day, saliva rinses and buffers your teeth after every meal. While you sleep, it almost stops. One toothpaste can't be built for both. So DAY protects, NIGHT repairs, and the serum keeps the repair going while you sleep.

Illustration of 24 hours: saliva flow is high by day with peaks at meals and falls to almost nothing during sleep; mouth pH dips below 5.5 after each meal and recovers within about 20 to 40 minutes. Night: saliva almost stops Day: eating, drinking, talkingSaliva flow Mouth pH pH 5.5: enamel starts to lose minerals DAY NIGHT + SERUM07:0011:0015:0019:0023:0003:0007:00
Illustration based on published research. Individual curves vary.

07:00 / Protect

Day

What your teeth face
Every meal, coffee and snack makes mouth pH dip below 5.5, where enamel starts to lose minerals. Saliva usually brings it back within 20 to 40 minutes.
What the formula is built for
Protection for a mouth that is eating, drinking and talking.
Built around
Fluoride, xylitol, zinc, potassium nitrate

22:30 / Repair

Night

What your teeth face
While you sleep, saliva flow falls to almost nothing. Acid lingers, and nothing natural puts minerals back.
What the formula is built for
Repair: minerals back into enamel through the night, and a mouth kept in balance.
Built around
Fluoride, HAP-X hydroxyapatite, calcium, prebiotics, alkaline pH

After the night brush

Serum

What your teeth face
Toothpaste gets about two minutes on your teeth before it is spat out.
What the formula is built for
A concentrated repair step you leave on overnight, instead of rinsing it away.
Built around
Concentrated HAP-X complex

Sources: critical pH and acid recovery, Dimensions of Dental Hygiene; saliva flow during sleep, Watanabe et al., Archives of Oral Biology 40(8), 1995.

Shop the Complete Routine
Chapter 03How the routine works

What each step does for your enamel.

Enamel can't grow back, but it can take minerals back. Scroll to see each step at work on the surface of a tooth.

  1. The problem

    Every meal is a small acid attack

    Within minutes of eating or drinking, mouth bacteria turn sugars into acid. Below pH 5.5, enamel starts to lose minerals. By day, saliva neutralises the acid within 20 to 40 minutes. At night, saliva flow drops to almost nothing.

    Source: Dimensions of Dental Hygiene, The role of nutrition in dental caries.

  2. OPEN WIDE 01 DAY toothpaste, fresh mint, 75 ml

    01 / Morning: DAY protects

    Fluoride hardens the surface

    Fluoride is taken up by the enamel surface and helps it resist acid. Xylitol gives mouth bacteria nothing to turn into acid, and zinc keeps breath fresh through the day.

    • Fluoride
    • Xylitol
    • Zinc
    • Potassium nitrate

    Source: UK Government, Delivering better oral health, chapter 9: Fluoride.

  3. OPEN WIDE 02 NIGHT toothpaste, calm mint, 75 ml

    02 / Evening: NIGHT repairs

    The night shift starts

    HAP-X, our night shift, brings hydroxyapatite, the mineral enamel is made of, with calcium to rebuild the surface. An alkaline formula pushes back against acid that lingers when saliva stops. A 2024 meta-analysis found hydroxyapatite effective against tooth decay.

    • Fluoride
    • HAP-X
    • Calcium
    • Alkaline pH
    • Prebiotics

    Source: Pawinska M, Paszynska E, Amaechi BT, Meyer F, Enax J, Limeback H. Clinical evidence of caries prevention by hydroxyapatite: an updated systematic review and meta-analysis. Journal of Dentistry, 2024.

  4. OPEN WIDE 03 SERUM enamel serum, 30 ml

    03 / Last thing at night: SERUM

    The repair that stays on

    Toothpaste is spat out after two minutes. The serum is a concentrated HAP-X formula you leave on, so hydroxyapatite stays in contact with your enamel all night.

    • Concentrated HAP-X
    • Leave-on
    • 30 ml

    Public-health guidance advises spitting, not rinsing, after brushing so active ingredients stay on teeth. Delivering better oral health.

Chapter 04 / The serum

Not an extra. The third step.

A concentrated HAP-X™ serum you apply after your evening brush and leave on overnight. Toothpaste gets two minutes. The serum keeps the repair going all night.

  • Fig. 01 Concentrated HAP-X complex
  • Fig. 02 Pump dispenser, 30 ml
  • Fig. 03 Leave-on, after the evening brush

Why the serum is the hero.

  1. 01 Repair takes time Toothpaste is spat out after two minutes. The serum is a leave-on step, so its HAP-X complex stays on your enamel all night.
  2. 02 Night is the moment Saliva goes off duty while you sleep. That leaves enamel exposed, and it also means what you leave on your teeth stays there. Bad news, then good news.
  3. 03 It completes the routine DAY protects and NIGHT starts the repair while you brush. The serum keeps the repair going while you sleep.
OPEN WIDE Complete Oral Care Ritual
OPEN WIDE Complete Oral Care Ritual
OPEN WIDE Complete Oral Care Ritual

The signature set

  • Protect by day
  • Repair by night
  • Engineered in Italy

OPEN WIDE Complete Oral Care Ritual

Protect your teeth by day and repair them by night: a toothpaste for the morning, a toothpaste for the evening, and a serum that stays on while you sleep.

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  • Engineered in Italy
  • HAP-X™, the night shift

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The science

Fluoride toothpaste leads to about 24% fewer new cavities than toothpaste without fluoride (Cochrane review of 70 trials). Hydroxyapatite, the mineral enamel is made of, protected adults as well as 1450 ppm fluoride in an 18-month randomised trial, and a 2024 meta-analysis found it effective against tooth decay. These studies tested the ingredients, not OPEN WIDE products.

What to expect

Your first 90 days.

  1. Day

    1

    Fresh from the first brush

    Fresh, citrusy mint in the morning, a fragrance-inspired flavour at night, then the serum. About five minutes a day.

  2. Week

    2

    A routine that sticks

    Two minutes, twice a day, plus the serum after your evening brush: the habit, made into a ritual.

  3. Week

    4

    A month of protection

    Fluoride twice a day, and a nightly repair step, working on your enamel's surface every day.

  4. Month

    3

    Consistency is the result

    Enamel care is cumulative. Every brush and every evening serum adds to it.

Chapter 05 / The evidenceThe evidence

What the right tools actually do.

Evidence, honestly: these studies tested the ingredients, not OPEN WIDE products. We chose the ingredients with the strongest evidence, and use each one at the time of day it is built for.

The science behind each ingredient.

Fluoride
Day + Night
Helps enamel resist acid and prevents tooth decay. UK public-health guidance recommends 1350 to 1500 ppm fluoride toothpaste for adults.

Source: UK Government, Delivering better oral health, chapter 9: Fluoride.

HAP-X™, the night shift (hydroxyapatite)
Night + Serum
Hydroxyapatite is the mineral enamel is made of. A 2024 systematic review and meta-analysis of clinical trials found it effective against tooth decay.

Source: Pawinska M, Paszynska E, Amaechi BT, Meyer F, Enax J, Limeback H. Clinical evidence of caries prevention by hydroxyapatite: an updated systematic review and meta-analysis. Journal of Dentistry, 2024.

Calcium and an alkaline formula
Night
Calcium is a building block of enamel. A higher pH pushes back against acid that lingers overnight, when there is little saliva to neutralise it.
Prebiotics
Night
Designed to support a balanced oral microbiome through the night, while saliva is low.
Xylitol
Day + Night
A sweetener that mouth bacteria cannot turn into enamel-dissolving acid.

Source: Dimensions of Dental Hygiene, Expanding the utility of xylitol.

Zinc
Day + Night
Used in oral care to keep breath fresh. DAY has the full dose; NIGHT a lower one.
Potassium nitrate
Day + Night
A common ingredient in toothpastes for sensitive teeth.

Source: Cochrane review, potassium-containing toothpastes for sensitive teeth.

Low-abrasion silica
Day + Night
Gentle cleaning that is kind to enamel, twice a day, every day.
Chapter 06Proof, not promises

No borrowed praise.

We are new, so you won't find invented testimonials or star ratings here. Reviews from verified customers will appear once people have lived with the routine.

Evidence-led ingredients
Fluoride at the level recommended for adults by day and night, plus hydroxyapatite, the mineral enamel is made of, at night.
Ingredients in full
Every ingredient is printed on the pack and listed on the product page.
Secure checkout
Payments are processed securely by Shopify.

Questions

Good questions.

Why two different toothpastes?

Because your teeth need different things by day and by night. By day they need protecting: every meal and coffee is an acid attack, and DAY brings fluoride, xylitol and zinc while saliva does the rest. At night saliva almost stops, so they need repairing: NIGHT brings hydroxyapatite and calcium to put minerals back, in an alkaline formula against acid that lingers.

Why is the serum part of the routine?

Repair takes time, and toothpaste gets two minutes before you spit it out. The serum is a concentrated HAP-X step you apply after your evening brush and leave on overnight. With almost no saliva at night, what you leave on your teeth stays there.

How do I use the routine?

Brush for two minutes with DAY in the morning and with NIGHT in the evening. Spit, don't rinse. Then apply the serum to your teeth and leave it on overnight.

Do the toothpastes contain fluoride?

Yes. DAY and NIGHT both contain fluoride at the level UK public-health guidance recommends for adults (1350 to 1500 ppm). Fluoride toothpaste leads to about 24% fewer new cavities than toothpaste without it.

What is HAP-X?

HAP-X is our night shift: a repair complex built around hydroxyapatite, the mineral your enamel is made of. It is in NIGHT and, concentrated, in the serum, so it works while saliva is off duty. In an 18-month trial in adults, hydroxyapatite toothpaste protected as well as 1450 ppm fluoride.

Is it suitable for sensitive teeth?

Both toothpastes contain potassium nitrate, a common ingredient in toothpastes for sensitive teeth, and use gentle, low-abrasion cleaning. If you have ongoing sensitivity, talk to your dentist.

Can I buy only the toothpastes?

Yes. DAY and NIGHT are available as a set, and each product can be bought individually. The Complete Routine is the only set that includes the serum.

Open wide.

Day. Night. Serum.

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