Times change and it’s important to change with them, that’s why we released our perfect white range. We wanted to expand upon the success of our natural range by incorporating the newest ingredients and technology into our formula. Our goal was to not just give you white teeth, but perfect white teeth. To do this we had to think outside the box and use ingredients and technology that were new and not necessarily associated with oral care. It was this drive for innovation that caused us to realise the whitening effects of charcoal. We are a trend-setting company and were the first company in the U.K. to put charcoal into our toothpaste. Continuing on in this innovative fashion we even fashioned gold into our toothpaste. Most people think gold is only valuable for its beauty but we at Beverly Hills looked beyond the exterior and realised the benefits for oral care that gold can have. This range came from a desire to be different, to give people teeth that aren’t just white but perfect white.