Cheeky Enamel Care Serum bottle and packaging box displayed on a light lavender background with promotional text badges. The bottle is frosted with a dark blue-purple serum visible inside, and the box is dark blue and white with product claims.

Before-and-after teeth whitening comparison with the headline 'Your Toothbrush Isn't Fixing This. Your Serum Can.

A promotional graphic with the headline 'Cleaner Teeth In Just 1 Minute A Day' over a dark blue background. Four rounded square panels with icons and text describe benefits: repairs enamel, fast results, gentle enough for sensitive teeth, and works while you sleep.

A comparison infographic titled 'Why Dentists Are Recommending Serum Over Fluoride' with a table comparing 'cheeky Care Serum' to 'Others' across several dental benefits and features.

A clear bottle of cheeky Enamel Care Serum with a white pump, shown on a white background with promotional text and badges offering a 30-day risk-free trial, free shipping, dentist approval, and 30-day guarantee.

A bottle of cheeky Enamel Care Serum with its cap beside it on a white marble surface, set against a white tiled background. A large dark blue testimonial card with customer review text is positioned above the product.

The biggest difference? I’ve stopped thinking about my teeth every time I eat or drink something cold. My smile looks brighter, too, but feeling comfortable again is what really won me over. I bought this on a whim, and now it’s the one thing next to my toothbrush I make sure never runs out.

Just launched

Enamel Care Serum

Support your enamel and lift surface stains with the mineral it's already made of, without fluoride or abrasives.

Nano-hydroxyapatite, sized small enough to settle into the microscopic wear on your enamel, which is where daily damage shows first.
Fluoride-free, SLS-free, safe if swallowed. No sting, no burn and fine for sensitive smiles
One pump after brushing, leave it on, go to bed. Up to 60 uses per bottle.

£25

£38

Free Shipping

Fluoride-Free

LED Whitening Kit

Pair with your daily serum

Sleeping Mouth Tape

Sleep deeper. Wake up refreshed.

How to Use

After brushing teeth, apply 2 pumps to a soft-bristle toothbrush.
Brush gently in circular motions for 1 minute.
Spit out the excess and don't rinse. Use twice daily.

Ingredients

Aqua (Water), Glycerin, Dicalcium Phosphate Dihydrate, Disodium Phosphate, Xylitol, Hydroxyapatite (Nano)

The biggest difference? I’ve stopped thinking about my teeth every time I eat or drink something cold. My smile looks brighter, too, but feeling comfortable again is what really won me over. I bought this on a whim, and now it’s the one thing next to my toothbrush I make sure never runs out.

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

FLUORIDE-FREE

SLS-FREE

NANO-HYDROXYAPATITE

GENTLE ON SENSITIVE SMILES

LEAVE-ON, NO-RINSE

UP TO 60 USES

The hero ingredient

The Mineral Your Enamel Already Knows

Nano-hydroxyapatite is a biomimetic mineral, the same compund your tooth enamel is naturally made of. It’s the fluoride-free way to care for your enamel as part of a daily routine.

Layered on after brushing, the serum leaves a smooth surface feel and supports a stronger-feeling, brighter-looking smile.

Fluoride-free
SLS-free
Biomimetic mineral
Leave-on

Fluoride-free

A fluoride-free way to care for your enamel, powered by nano-hydroxyapatite.

SLS-free & gentle

No SLS. Designed to be gentle on sensitive smiles.

Brighter-looking, naturally

Whitens naturally for a brighter-looking smile, without harsh ingredients.

Smooth surface feel

Leaves teeth feeling clean and smooth after every use.

Two-minute step

A leave-on, no-rinse step that fits into your existing routine in just two minutes.

Up to 60 uses

One 30 ml bottle lasts about a month with twice-daily use.

A smiling blonde woman in a white bathrobe applies toothpaste from a white tube onto a pink-handled toothbrush in a bright bathroom setting.

Brush as usual

Start with your normal brushing routine.

A close-up of a toothpaste tube labeled 'cheeky ENAMEL CARE SERUM' dispensing white foam onto a toothbrush head against a soft, blurred light background.

Add two pumps

Apply 2 pumps of serum to a soft-bristle toothbrush.

A smiling blonde woman in a white robe brushing her teeth with a pink electric toothbrush in a bright bathroom setting.

Brush 1 minute

Brush gently in circular motions every tooth.

Spit, don't rinse

Spit out the excess and leave it on. Use twice daily.

Feature	Enamel Care Serum	Fluoride Toothpaste	Whitening Strips
Rebuilds & restores enamel	Yes, with nano-hydroxyapatite	No, only surface protection	No, can weaken enamel
Fluoride-free formula	Yes	No	No
SLS-free (won't strip enamel)	Yes	Rarely	Rarely
Safe for sensitive teeth	Yes	Rarely, can irritate	Often harsh
Works while you sleep	Yes, actively soothes	Washes away after 2 min	Separate routine
Seals & protects enamel	Under 1 min	Replaces your routine	Needs separate step

A close-up circular view of a light gray to off-white powder or fine granular material filling the frame.

Hydroxyapatite (Nano)

The same mineral your tooth enamel is naturally made of.

A circular close-up graphic showing a cluster of translucent, glossy soap bubbles in shades of light blue, gray, and white.

Glycerin

Keeps the serum smooth so it spreads evenly across teeth.

A close-up circular view of a white granular powder or fine solid material filling the frame.

Disodium Phosphate

Balances the formula's PH for a gentle, even feel.

A circular graphic depicting a close-up of water with ripples, splashes, and small bubbles, rendered in shades of light blue and white.

Aqua (Water)

The gentle base that carries the formula.

A circular close-up of white granular material, likely salt, sugar, or ice crystals, filling the frame against a white background.

Dicalcium Phosphate Dihyd.

A calcium-phosphate mineral that leaves teeth feeling smooth.

White granulated sugar in a wooden spoon with a small green leaf, surrounded by fresh green leaves and burlap fabric.

Xylitol

A naturally derived sweetener for a clean, pleasant taste.

Full ingredients: Aqua (Water), Glycerin, Dicalcium Phosphate Dihydrate, Disodium Phosphate, Xylitol, Hydroxyapatite (Nano).

Fluoride-Free Formula

Powered by nano-hydroxyapatite.

Gentle On Sensitive Smiles

SLS-free and kind to daily use.

Easy Daily Step

One minute on top of brushing.

I bought one bottle to try and honestly didn't expect much. Now it's the step I don't skip. My teeth feel less sensitive and look more polished, especially in photos. Even my husband asked what I'd been doing differently. Already making room for another bottle!

Emily T.

Verified Customer

I wanted a brighter smile, but whitening products always left my teeth feeling uncomfortable. This has been such a pleasant surprise. My smile looks brighter, my teeth feel smooth, and I'm actually happy to use it every night.
Finally, something I want to keep in my routine.

Daniel R.

Verified Customer

I used to brace myself for that first sip of cold water. Since adding this serum to my routine, my teeth feel so much less sensitive. It's such a small thing, but being able to enjoy an iced drink without thinking about my teeth has made a huge difference.

Rachel M.

Verified Customer

Frequently Asked Questions

What is nano-hydroxyapatite?

It’s a biomimetic mineral from the same family as the mineral your tooth enamel is naturally made of. Ours is milled to a fine particle size, small enough to settle into the microscopic wear on the enamel surface. That’s what gives teeth a smoother finish and a brighter look.

Do I rinse after using it?

No, apply one pump after brushing and leave it on. Rinsing washes the mineral away before it has a chance to settle. Skip food and drink for a few minutes afterward.

How many uses are in a bottle?

About 60 pumps per 30 ml bottle, or roughly a month at twice daily.

Is it gentle enough for sensitive smiles?

It’s fluoride-free, SLS-free, and non-abrasive, with no peroxide and no burn. If you have ongoing sensitivity, check with your dentist about what’s causing it.

How is it different from toothpaste?

Toothpaste cleans and gets spat out and rinsed. The serum is a leave-on step that goes on after brushing, so the mineral stays in contact with your teeth overnight instead of going down the sink.

Can I use it alongside whitening?

Yes, use whitening on its own schedule and the serum nightly. Many people find the smoother surface makes the brightness look more even.

Can I use this if I wear a night guard?

Yes. Brush, apply one pump, then put your night guard or retainer in as usual. The appliance holds the serum against your teeth through the night, so it stays where you want it instead of getting diluted by saliva.