About WeSmile
Teeth whitening, done by the book.
A Swedish whitening brand with a stated dose, a shade card to check it, and your money back.
Anyone who has followed teeth whitening for a while knows it has been a wild west for years. Most of us know someone with a bad experience: no visible result, teeth that stung for days, or worse.
In 2021 we said enough.
WeSmile was founded to do it by the book. State the dose. Leave out the hydrogen peroxide. Let you measure the result yourself, and give your money back on the Starter Kit if day 12 does not show it.
Seven rules we hold ourselves to.
- 01
No hydrogen peroxide
0.0 %Our whitening gel runs on PAP12%, a stated dose, with 0.0 % hydrogen peroxide. The EU caps over-the-counter products at 0.1 % peroxide, so we built around PAP instead of a watered-down peroxide.
- 02
Built on published science
17 studiesWe lean on peer-reviewed research and show every study we use, including the ones that don't flatter us. None of them tested our gel, which is why the guarantee is measured on your teeth. Read the science →
- 03
Developed with dental professionals
Our whitening formulas were developed together with dental professionals. Then we put the dose on the page, so you can judge it too.
- 04
Registered, the way the law asks
Every product is registered under the EU Cosmetics Regulation and notified in the CPNP, the EU's notification portal for cosmetics.
- 05
Vegan, cruelty-free
No animal-derived ingredients and no animal testing, across the range.
- 06
Results you can see, and measure
Day 12Most people see a difference within the first few sessions. The number that counts is day 12, read against the 20-step shade card in every Starter Kit. Whiter by day 12, or your money back.
- 07
Best value, in an independent test
Testproffs named our Sonic LED Toothbrush “Mest prisvärd”, best value, in its independent test.
The company behind it.
WeSmile is a brand of Finesse Healthtech AB. We started in Varberg in 2021, are based in Göteborg today, and pack every order in our own warehouse in Sweden.
Recognised, and written about.
Branschvinnare 2025 & 2026
Industry Winner, Sweden, two years running. It is a business award for growth and results, not a product test, and we keep the two apart.
As featured and tested in
Best value in Testproffs' independent test, for our Sonic LED Toothbrush.
A hygienist for the daily part.
Licensed dental hygienist Denisa Romanescu works with us on everyday oral care. She recommends two of our products: the Sonic LED Toothbrush and the Water Flosser Pro.
Her recommendation covers those two products only, not our whitening.
WeSmile in brief.
- Company
- Finesse Healthtech AB
- Org. nr
- 556483-6673
- Address
- Erik Dahlbergsgatan 4
411 26 Göteborg, Sweden - Founded
- 2021, in Varberg
- Warehouse
- Our own, in Sweden. Orders ship in 1-3 working days.
- Products
- Registered under the EU Cosmetics Regulation. Vegan, cruelty-free.
- info@wesmile.se
- Phone
- +46 10 808 51 24
- Customer service
- Weekdays 09-17 (CET)
Your mouth deserves better than cheap chemical bombs.