Whitening redefined: 0% Peroxide • 0% Alcohol • 100% Confidence
UAE’s First Halal-Certified Whitening Ritual
Made for You: Gentle, Halal, Doctor-Recommended
Get Yours →
Whitening redefined: 0% Peroxide • 0% Alcohol • 100% Confidence
UAE’s First Halal-Certified Whitening Ritual
Made for You: Gentle, Halal, Doctor-Recommended
Get Yours →
"Think different about whitening. We did."
— Sheikh Ismail Zabi, Founder
It Started With a Smile. But Not Mine.
I walked into a clinic one evening in Al Wasl, holding a box I had obsessed over for months... “Would you use this yourself?”
The Doctor said “This isn’t just another whitening product. This is different.”
Not Just a Brand. A Battle.
This isn’t a glossy-funded startup. This is grit, rejection, relentless belief.
- Luxury without compromise
- Halal without hesitation
- Science without side effects
- Design that demands attention
Why the UAE? Because It’s Time.
UAE is where cultures meet and luxury is a way of life. We believed everyday care should reflect the same, so we created an oral care brand that brings refinement to the most essential ritual.
- Cruelty-Free
- Halal-Certified
- Premium Experiences
- Results & Ritual
“I wanted to build something that my future children would be proud of a brand that reflects our values, our region, and our pursuit of excellence.”
— Sheikh Ismail Zabi
This Is Just the Beginning.
Today, we launch with one product. Because perfection doesn’t rush. But this is only Chapter One.
Be Part of the Movement