Again, Beverly Hills Formula have proved that they are not only thriving, but driving a growing market in the Middle East with their Perfect White range of teeth whitening toothpastes and their award-winning Perfect White Black mouthwash. Indeed, the largest retail market of the Perfect White range is currently in Lebanon, which introduced the products in the past six months, also Iran, Kuwait, Qatar, Bahrain, Saudi and Jordan, which organised a special product launch on February 22.

The hugely popular Irish company was one of the main attractions in the oral hygiene hall at AEEDC, not only because of their dramatically eye-catching stand with samples of gold, black and blue toothpastes on display. But largely due to the draw to their well-known hero product – Perfect White Black - a black whitening toothpaste formulated with activated charcoal.

Following the launch of Perfect White Black in 2013 the trend for black toothpastes has caught on and what started out as something perceived as some kind of marketing gimmick, has in fact become the must-have whitening toothpaste because of its effectiveness to remove stains. Many dentists and professionals who visited the Beverly Hills stand admitted using Beverly Hills Formula’s toothpaste and also recommend it to their patients, but there were many other people who were intrigued and bewildered by the black toothpaste and were very curious as to how a black toothpaste could possibly work better to help whiten teeth than the traditional white one. But the proof is visible for users and also clearly demonstrated in the independent scientific studies conducted on BHF products comparing other leading brands.

Currently manufactured in Ireland, the Beverly Hills Formula ranges have a longstanding reputation for doing what it says on the tin, providing a product, which is a safe everyday whitening toothpaste, which gets results. For over two decades, the company has evolved and expanded its range, providing a safe and effective whitening toothpaste to suit all oral hygiene needs. With CEO Chris Dodd at the helm, who has over 20 years’ experience and a well-earned reputation as an expert in his field, the company owes much of its considerable rise, especially in the past few years to his innovative new product development.

Launched in 2012, the Perfect White Range has been viewed as a revolutionary way of allowing patients to whiten their teeth without opting for products containing a high percentage of peroxide. The company spends time and resources on new formulas in response to consumers need for high-quality and effective teeth whitening products. New product development has been vital, not only to stay in the market for so long, but to help lead it. Beverly Hills Formula owes much of its success to the fact that they have brought some of the most innovative and effective products to the market. Launching Perfect White Black containing activated charcoal, took the market by storm but charcoal is a centuries old method of cleaning teeth as red Indians used to use the ash from fires and rub it on their teeth, thus being the first ever kind of toothpaste. The fact that other beauty products introduced charcoal into their products helped strengthen the belief in the historical and natural powers of charcoal. Although a number of copy-cat products have emerged on the market, none have seen the same success as Beverly Hills Formula’s very own Perfect White Black, with qualified dentist and cosmetic doctor Dr Martin Kinsella saying: “I’ve tried the Beverly Hills Perfect White Black toothpaste and found it to be effective in removing stains and helping to achieve a whiter, brighter smile.” Following on from this, the company introduced Perfect White Black Mouthwash in 2015, also the first of its kind. The ‘shake to activate’ charcoal mouthwash keeps breath fresh for up to 12 hours, whilst removing stains. Perfect White Gold toothpaste, containing real gold particles was launched later that same year. Both of these products have since seen considerable success in the market.

Beverly Hills Formula are widely recognised for their winning formulations and the Perfect White Black mouthwash won Best New Personal Care product at the prestigious Grocer Awards in 2016. This is a great achievement when one takes into consideration the vast number of oral hygiene products available on the market today.

The success and endurance of Beverly Hills Formula comes down to a number of factors, these being they are the front runners in terms of new product development after being the first UK company to introduce a black whitening toothpaste. BHF range of whitening products are safe to use at home with proven stain removal and low abrasivity levels. The brand has managed to maintain a market presence for over 20 years, despite the hugely competitive increase in new oral hygiene brands. The simple fact that Beverly Hills Formula has managed to remain leaders in the market for so long has earned the brand the respect and success they have today!