Key takeaways
- Icy Bear Dental Care, founded by cosmetic dentist Dr Hanna Kinsella, has launched into Boots UK.
- The brand uses next-generation PAP technology for safe, peroxide-free whitening.
- Its hero product, the LED Teeth Whitening Kit, combines 18% PAP with LED light for fast, effective results.
- All products are vegan, cruelty-free, and developed by dentists.
- Icy Bear is expanding its range and eyeing international growth.
Icy Bear, a luxury dental care brand founded by cosmetic dentist and TV star Dr Hanna Kinsella, launched into UK high street retailer Boots this month in a bid to shake up its oral care offering.
The brand, which blends dentist-backed formulas with shelf appeal, uses PAP technology to break down stains while actively protecting enamel and reducing sensitivity. Its hero product, the Icy Bear LED Teeth Whitening Kit, combines an 18% PAP formula with LED light technology to accelerate whitening and achieve visibly brighter results quickly and safely. The range also includes whitening powders, strips, and toothpaste, which are all developed by dentists, vegan-friendly, and designed to give long-term whitening benefits while maintaining oral health.
We spoke to the founder, Dr Hanna Kinsella, about how she developed the range and future plans for the brand.
Cosmetics Design-Europe (CDE): Why did you decide to create this range?
Dr Hanna Kinsella (HK): “I founded Icy Bear Dental Care to bridge the gap between professional dental expertise and at-home oral care. As a cosmetic dentist, I often saw patients struggling to find products that were both safe and effective, yet simple to use. I wanted to create a range that removes the guesswork, delivering expert-level results at home while keeping oral care luxurious and enjoyable. Launching in Boots allows us to make these products accessible to even more people, helping them feel confident in their smiles.”
CDE: What is different about it compared to other oral care ranges on the market?
HK: “Icy Bear combines dentist-developed formulas with premium ingredients that are palm oil free, SLS free, and cruelty free. Unlike many mass-market products, our range is designed for everyday use while still delivering advanced whitening results. We’ve focused on innovation, like PAP technology, and packaging that’s both practical and user-friendly. It’s professional-level dental care designed to integrate easily into daily routines.”
CDE: Can you tell me more about any R&D challenges you faced and how you overcame them?
HK: “Developing high-performance whitening products that are gentle on enamel and suitable for daily use was a key challenge. We invested heavily in research and testing to refine our PAP formulations, ensuring they whiten effectively without causing sensitivity. Achieving the right balance of potency, safety, and texture took time, but our clinical background and hands-on testing allowed us to develop products that meet the highest standards.”
CDE: Can you tell me more about your use of next-generation PAP technology, which delivers professional-level whitening results at home without the harshness of peroxide?
HK: “PAP is a peroxide-free whitening agent that works by gently breaking down stains on the enamel surface. It delivers noticeable whitening results without the sensitivity often associated with peroxide-based products. We’ve used this next-generation technology across multiple products, from strips to LED kits, ensuring safe, effective whitening that patients and customers can trust.”
CDE: What about your hero product, the Icy Bear LED Teeth Whitening Kit, how does this work?
HK: “Our LED Whitening Kit combines an 18% PAP formula with LED light technology, which accelerates whitening while remaining gentle on enamel. It’s designed to provide visible results quickly and safely, making professional-quality whitening achievable at home. The kit has been a standout for customers because it’s easy to use, mess-free, and clinically backed, delivering the bright results people want without compromising on their tooth health.”
CDE: What other products are you launching and why?
HK: “We’re also launching our popular whitening toothpaste, mouthwash, and strips, alongside our whitening powder and pen. Each product has been designed to target different aspects of oral care, from everyday cleaning to tackling stubborn stains. We’re also introducing a limited-edition Mojito Toothpaste, which combines enamel protection, gentle whitening, and a unique polishing effect for a luxe experience. The aim is to create a comprehensive, professional-level routine that’s simple for customers to follow.”
CDE: What’s next for Icy Bear? Any future plans for expansion or new products you can share?
HK: “Launching into Boots is a huge milestone, but this is just the beginning. We’re focused on continuing to innovate within at-home whitening and oral care, exploring new products that deliver safe, effective results while maintaining our luxury positioning. International expansion is also on the horizon, as demand for high-quality dental care products grows. We want Icy Bear to be a trusted brand globally for people who care about their smile.”
CDE: What trends do you predict for future development of oral care products?
HK: “I see oral care becoming more integrated with overall wellness and lifestyle. Consumers are looking for products that are not only effective but also ethical, sustainable, and enjoyable to use. Personalised oral care, enamel-strengthening formulas, and non-peroxide whitening alternatives will continue to grow in popularity. Packaging and design will also play an increasingly important role as people expect products to feel premium and fit into their daily routines seamlessly.”