Opulent oral care: Moon Oral Beauty looks to premiumize teeth whitening with serum launch

04 Aug 2023 --- Moon Oral Beauty has introduced its Luminous Shine Teeth Serum, marking the brand’s foray into premium oral beauty products. Marketed as an advanced teeth whitening serum, the product combines clinically proven whitening power with “age-defying hydration benefits,” while targeting “rapid teeth whitening results in less than ten days.”

“The Luminous Shine Teeth Serum is innovative and disruptive, which made it an easy choice to be Moon’s first true venture into the oral beauty space,” says Moon Oral Beauty founder Shaun Neff.

“The Luminous Shine Teeth Serum combines beauty and functionality for a truly transformative oral beauty experience.”

Premiumization of tooth care
The Luminous Shine Teeth Serum is an early introduction to Moon’s new premium, beauty-forward product line set to roll out early 2024.

Luminous Shine Teeth Serum by Moon (Image credit: Moon Oral Beauty).The product’s curved, makeup-inspired doe foot applicator is designed for accurate application below the gum line and in between teeth, ensuring a streak-free, no-mess whitening process. 

The beauty serum is said to “amplify the brightness and opacity of your smile” with whitening agents that are gentle on sensitive teeth. Added iridescent mica is intended to further polish teeth with light-reflecting pigments for “an extra touch of radiance” to smiles.

“The formula has enriching properties of hyaluronic acid, renowned for its age-defying, deep hydration benefits to bring a youthful shine to teeth and the mouth,” details the company.

To obtain optimal results, smile and apply a thin layer of the Luminous Shine Teeth Serum to dry teeth, allowing it to sit for 30 seconds before closing your mouth to maximize efficiency. This controlled, simple application allows users to achieve their desired level of whiteness and conveniently incorporate the serum into their daily beauty routine at home or on-the-go.

Gentle botanical properties for sensitivities
Ensuring care for sensitive teeth, the Luminous Shine Teeth Serum combines a gentle blend of urea peroxide and hydrogen peroxide for an effective, yet safe teeth whitening process. The serum provides additional oral care benefits with the infusion of aloe vera, known for its anti-inflammatory and antibacterial properties.

Although the product is not advertised as microbiome-friendly, plant-based antibacterial ingredients such as aloe vera have been expanding in front-of-pack communications.

Personal Care Insights recently caught up with Dr. Kourosh Maddahi, founder and CEO at Lumineux, on the brand’s microbiome-friendly toothpaste. Alongside switching out fluoride, the brand endorses a shift away from hydrogen peroxide and alcohol in toothpaste formulations, which can often end up effectively killing even the “good” bacteria essential to oral health.

In other gentle oral care advances, scientists have recently discovered a “safe and effective” fluoride alternative mineral compound for toothpaste. Hydroxyapatite – a calcium phosphate mineral compound found naturally in teeth and bones – could be just as effective as fluoride when it comes to protecting against dental cavities, they posit. 

While fluoride is widely used as a functional toothpaste ingredient, prolonged exposure to amounts above the recommended levels has been found to cause tooth enamel and skeletal fluorosis. The risk is especially true for children who have a tendency to swallow more of their toothpaste, which is why younger children are advised to squeeze out a rice-grain-sized drop when it comes time to brush.

Edited by Benjamin Ferrer