Whites Beaconsfield, the UK’s leading provider of non-peroxide teeth whitening products, has today announced a major national retail partnership with Boots in a landmark moment for the fast-growing oral care brand.
The breakthrough deal will see Whites Beaconsfield’s entire teeth whitening range launch in over 300 Boots stores nationwide (UK and Ireland) marking the company’s first ever retail partnership.
The move represents a huge milestone for the disruptive direct-to-consumer brand founded by entrepreneurial brothers Ollie and Toby Brittan, whose affordable, high-performance whitening products have rapidly built a cult following online.
As part of the partnership, Whites Beaconsfield products will receive prime branding placement in Boots stores as the retailer continues its strategic push into younger beauty and self-care audiences.
The launch forms part of Boots’ wider self-care expansion initiative, rolling out in stores from this month (June), with Whites Beaconsfield selected as one of the standout brands helping redefine modern oral beauty.
Founded at the end of 2019 with just £350, Whites Beaconsfield has become one of the UK’s fastest-growing oral care companies. The brothers generated £4million in sales within a few years of trading and have continued to scale rapidly through social media, influencer marketing and product innovation. In 2025 the company topped £8m revenue.
Known for disrupting the traditionally expensive teeth whitening industry, Whites Beaconsfield specialises in affordable, vegan-friendly, non-peroxide whitening products that deliver fast visible results without the use of harsh peroxide ingredients.
The major Boots rollout comes amid soaring consumer demand for accessible self-care and oral beauty products, with Whites Beaconsfield expanding aggressively beyond its direct-to-consumer roots for the first time.
The agreement is non-exclusive and forms part of the company’s wider retail growth strategy, with further expansion expected following the initial Boots rollout.
Co-Founder of Whites Beaconsfield, Ollie Brittan, said: “This is a huge moment for us as a brand. Boots is one of the most recognised and trusted beauty and health retailers in the UK, so to see Whites Beaconsfield launch nationally across hundreds of stores is incredibly exciting.
“We started this business with just £350 and a mission to make teeth whitening more affordable, accessible and effective for everyday consumers. The demand we’ve seen online has been phenomenal and now, for the first time, customers will be able to discover and shop the full Whites Beaconsfield range directly in-store.
“This partnership is another major step in our growth journey and we genuinely believe it’s the beginning of something very special.”
Co-Founder Toby Brittan added: “We’ve built Whites Beaconsfield by challenging the traditional oral care market with innovative products, strong branding and an understanding of what younger consumers actually want from self-care products.
“Boots recognising that shift and backing our brand in such a significant way is hugely rewarding. We’re proud to be bringing a fresh, modern energy into the oral beauty category and making premium whitening products more accessible on the high street.”
Whites Beaconsfield has built a reputation for innovation within oral care, launching category-disrupting products including the UK’s first whitening toothpaste specifically designed for veneers, composites and crowns.
Its product range spans whitening kits, whitening strips, specialist toothpastes and electric toothbrushes, with products ranging from £11.49 to £162.99. (Full range: https://whitesbeaconsfield.co.uk/collections/all).
The Boots partnership represents the strongest signal yet of the growing mainstream demand for next-generation oral beauty products as consumers increasingly prioritise wellness, confidence and self-care.
