The brightening pouch
Brighten, refresh, energize — in one pouch
Every Ora pouch holds hydroxyapatite against your teeth, the same mineral enamel is made of. No strips, no trays, no peroxide. And it carries 75mg of caffeine while it works.
The mineral your teeth are made of
Hydroxyapatite is the compound enamel is built from, and it is the same ingredient used in remineralizing toothpastes. Ora is designed around 70mg of it per pouch.
Peroxide-free by design
Bleaching agents work by stripping, which is where sensitivity and gum burn come from. Ora contains no peroxide and no PAP — it is formulated to brighten by remineralizing instead.
Contact time is the point
A pouch keeps the actives against your teeth far longer than the two minutes you spend brushing. That sustained contact is the whole reason for the format.
Questions, answered
Does Ora contain peroxide?
No. Ora is peroxide-free and contains no PAP. It is built around 70mg of hydroxyapatite per pouch, the mineral enamel is made of, rather than a bleaching agent.
Is this a whitening product?
We do not make a whitening claim. Whitening normally means bleaching, and Ora contains no bleaching agent. We describe it as brightening, which reflects what the formula is actually designed to do.
Is it safe for enamel?
The formula is designed to be enamel-friendly: hydroxyapatite is the mineral enamel is made of, and sodium bicarbonate and arginine are included to keep the pouch from being acidic. Finished-product testing is still in progress.