No your eyes are not deceiving you, this is is black toothpaste. When the email first popped into my inbox advertising this, I was a bit weirded out. Toothpaste is white, it makes your teeth white. Black toothpaste, surely, will make your teeth black. Right?! But alas, I decided to check it out because I'm a curious kitty.
It has activated charcoal in, and the company claims "Also known as carbon, activated charcoal has been used for centuries as one of the most effective and safest teeth whitener ingredients that not only helps whiten teeth, but also helps combat plaque, gum disease and bad breath.
So don't let the fun of trick or treating turn into tooth decay!
The Beverly Hills Formula range of toothpastes are proven to be less abrasive than many regular and teeth whitening toothpaste brands, so they are kinder to your teeth and are suitable for children and everyday use. So for whiter, healthier teeth try the blackest toothpaste for the whitest smile!"
I definitely didn't trust this claim going into it, and used it every day for three weeks to see. The toothpaste does not stay black as you are using it, the moment you start brushing your teeth the foaminess is more white, which I was curious about. It taste minty fresh, the only physical difference is literally the colour.
As for the claims? I was skeptical, at best. But, after using it for 3 weeks I'm pleasantly surprised. My teeth are amazingly whiter, but enough that I can tell a difference. I've loads lots of whitening toothpastes, and this is one of the only ones to make any sort of difference.
It's available from Boots/Superdrug for £4.99*, but Superdrug are doing a deal with BHF so it's only £2.50 at the moment :)
Would you use black toothpaste?