Professional teeth whitening in London costs £250–£795 in 2026. Take-home (Boutique) is the cheapest at £250–£350. In-clinic Philips Zoom is £350–£550. Enlighten Evolution — the only system guaranteeing a Vita B1 final shade — is £550–£795. Pure Smiles in Fulham sits at the mid-market end of each tier.
| Treatment | Pure Smiles | London market range | Treatment time |
|---|---|---|---|
| Boutique take-home | £295 | £250–£350 | 2–3 weeks |
| Philips Zoom in-clinic | £450 | £350–£550 | 90 min single visit |
| Zoom + 2-week home top-up | £595 | £500–£750 | 90 min + 2 weeks |
| Enlighten Evolution | £695 | £550–£795 | 2 weeks + 1 hour in-clinic |
| Take-home top-up (existing tray patient) | £90 per gel pair | £80–£140 | 5–7 nights |
For a system-by-system comparison, see Enlighten vs Boutique vs Philips Zoom.
A complete whitening quote is all-inclusive of the clinical examination, custom trays, professional-grade gel and follow-up review. A complete whitening quote is not just the gel — anyone selling whitening for under £200 is either using stock trays (which leak gel and burn gums) or offering a beauty-salon service that’s illegal under GDC regulations.
A standard professional whitening package includes:
Enlighten and Zoom packages additionally include the in-clinic activation visit.
Over-the-counter whitening products sold in the UK are legally limited to 0.1% hydrogen peroxide under EU Cosmetics Regulation 1223/2009. At that concentration, they are not strong enough to lift intrinsic (internal) staining — they only address surface stains, similar to a polishing toothpaste.
According to GDC guidance, peroxide gels above 0.1% can only legally be sold and applied through a registered dentist following clinical examination. Professional gels typically use 6% hydrogen peroxide (the legal maximum) — 60× stronger than retail kits.
That regulatory gap explains the price gap. You’re not paying £450 for the gel — you’re paying for the dentist-supervised use of a stronger product that actually works.
Whitening is rarely treated in isolation at Pure Smiles — it’s almost always part of a wider plan. Common bundles:
| Package | Whitening role | Combined price |
|---|---|---|
| Invisalign + Boutique | Whitening gel used in final aligners as trays | + £150 vs Invisalign alone |
| Express makeover (whitening + 4–6 bonding) | Whitening done before bonding so colour matches | £2,500–£3,800 |
| Veneer prep + take-home whitening | Whitens lower teeth to match upper veneers | + £200 vs veneers alone |
| Hygiene + whitening “polish bundle” | Hygiene first to remove plaque, then whitening | £395–£495 |
For full pricing, see smile makeover cost London 2026 and composite bonding vs veneers.
Whitening is an ongoing maintenance commitment, not a one-time event. Without top-ups, expect 1–2 shade rebound within 12 months as enamel re-absorbs colour from your diet.
Pure Smiles maintenance options:
Patients who follow the maintenance schedule typically maintain near-original shade indefinitely.
For sensitive patients, see teeth whitening for sensitive teeth. Book a whitening consultation in Fulham for a personalised plan.
£250–£795 in 2026 depending on system. Take-home is cheapest, Enlighten Evolution is the premium guarantee option.
Yes. Retail kits are capped at 0.1% peroxide and can’t lift internal staining. Professional systems use 6% peroxide and need dentist supervision to be legal.
You’re paying for clinical examination, custom trays, dentist-supervised use of stronger gel, and follow-up — not just the gel itself.
Yes — under a dentist’s prescription following examination, hygienists are GDC-permitted to deliver whitening.
Without top-ups, 6–18 months. With monthly take-home top-ups, results can be maintained indefinitely.
