Introducing Your Brightest Smile

Key Takeaways

  • izzo™ has a superior cleaning efficiency index that is almost double that of other dental care products.

  • Bleaching and polishing are both safe and healthy ways to whiten your teeth. izzo brings the power of polishing to your home in its all-in-one oral care system.

  • izzo is gentle on your teeth. It applies 45% less abrasion while removing stains 73% better than competitors when used as directed.

Teeth Whitening & Polishing Efficacy

There's nothing like a healthy, bright smile to give you a boost of confidence. And you’re never as confident in your smile as after a stain-removing polishing treatment and that fresh-from-the-dentist's-office smooth, clean feeling. But for many of us, we only get that twice a year, and we’re left to use whitening strips and toothpastes for the other 363 days. But not anymore. izzo’s 4-in-1 Oral Care System is inspired by the tools professionals use to provide a healthier, more effective way to keep your smile beautifully white for years to come. Read below about how our Oral Care System outperforms the competition.  

The Science of Sparkle

When you brush or polish to whiten your teeth, you’re using the power of mechanical abrasion (the friction caused by scraping, polishing, and brushing). It might sound harsh, but on a microscopic level it’s completely harmless and the best way to remove stains and plaque from tooth enamel. Here are the professional metrics we used to prove how izzo’s Polisher and Paste stack up against other consumer whitening products.

The American Dental Association (ADA) developed a standard for toothpaste abrasiveness called Relative Dentin Abrasion (RDA), for oral care in 1976, identifying 250 as a safe upper limit for toothpaste abrasiveness.

Another important measurement industry leaders use is the Pellicle Cleaning Ratio (PCR), which measures stain removal ability and demonstrates the whitening effectiveness potential in products.

Compared to 26 competitors, izzo removes surface stains 73% better than advanced whitening toothpastes—and with 45% less abrasion.1 This makes izzo a safer and gentler oral care choice. Despite the lowered abrasiveness of izzo, its PCR easily outshines the competition at 155, versus the average of 90.

And because crunching numbers isn’t known to make people smile, there’s an overall measurement for cleaning efficiency that takes into account both RDA and PCR—the Cleaning Efficiency Index (CEI). The most popular toothpastes have an average CEI score of 1.27. The CEI for izzo is nearly twice as high at 2.46, proving significantly higher whitening efficacy that can take your smile to a place it’s never been.

Revolutionize Your Whitening Routine

Not everyone knows that “whitening” can actually happen in two ways: bleaching or polishing. Both are safe and effective, but you may prefer one method over the other.

Whitening procedures performed in a dental office often include hydrogen peroxide or carbamide peroxide as active ingredients to bleach your teeth. Over-the-counter whitening products come in the form of whitening strips and gels, or as whitening toothpastes that combine these active ingredients with baking soda and the mechanical abrasion from your toothbrush. Using bleaching products is safe, but using them incorrectly can cause damage to your teeth or whiten them unevenly.

An alternative to bleaching is polishing, a treatment that dental professionals regularly use to smooth your teeth to reveal a whiter and brighter smile. This process avoids bleaching products that may increase sensitivity, damage the surface of your teeth, or demineralize them like traditional whitening.2

Now, izzo makes polishing easy, effective, and safe at home. You can revolutionize your whitening routine by polishing your teeth at home with izzo, a comprehensive, all-in-one Oral Care System. izzo’s Polishing Cup Head and Paste work together like magic to whiten your teeth without the use of bleach.

When you switch to izzo, you’re choosing a gentle polishing experience that removes stains 73% better than advanced whitening toothpastes, with 45% less abrasion. This provides a more comfortable experience that’s easy and convenient to complete at home, giving you more reasons to Smile On.

Home treatments can’t replace the care you receive from dental professionals, but izzo can be an effective way to keep your smile healthy and bright between visits. To learn how izzo’s Polisher & Paste deliver whiter, healthier smiles, see our How-To video, or check out our reviews.


1Based on average stain removal and abrasion of 26 advanced cleaning/whitening toothpastes from leading brands

2Carey, C. M. (2014). “Tooth Whitening: What We Now Know.” Journal of Evidence-Based Dental Practice, 14, 70–76.