When it comes to self-care, few things feel as confidence-boosting as a radiant smile. But in Singapore, teeth whitening isn’t as simple as booking into a beauty salon. According to the Singapore Dental Association (SDA), only registered dentists at licensed clinics can perform bleaching procedures, as most of it relies on peroxide-based chemicals that can potentially cause gum irritation, tooth sensitivity, or enamel damage.
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For young adults who want whiter teeth without risking their dental health—or draining their wallets—options have been limited. Until now. Enter Teeth Whitening SG, a new studio in the Lavender district founded by entrepreneur Claudia Lee, who also runs the popular Brow Date Singapore. Together with co-founder Ng Zheng Jie, she’s introducing Singapore to a bleach-free teeth whitening treatment that uses a gentle, Japanese-formulated solution with titanium dioxide instead of harsh bleaching agents.
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A typical session starts with a quick consent form and a consultation, where the team checks your current tooth shade and sets realistic expectations. After brushing your teeth with the provided kit, the Japanese-formulated whitening solution is sprayed on, and you settle into the studio’s comfy egg chair for two rounds of LED light treatment, 15 minutes each with a rinse in between. The process is completely pain-free and sensitivity-free—at most, you might feel a gentle warmth from the lamp—and you can eat, drink, and smile as usual immediately after. Any temporary white patches that appear (due to enamel demineralisation) will fade within a day. Final results: After three sessions, my teeth became 10 shades lighter, and looked naturally white—not “Hollywood white”.
With sessions priced at $65 each, Teeth Whitening SG offers an affordable, peroxide-free way to brighten your smile without pain, sensitivity, or dentist visits. While results are gradual and maintenance is required every few months—especially if you love coffee or tea—the founders are betting that Singaporeans will embrace this gentler, wellness-driven approach to oral health.
In this ELLE exclusive, we ask them what makes their approach different, why bleach-free whitening is trending, and what customers can do to maintain their pearly whites at home.
Why do you think more people are turning to bleach-free options?
More people are turning to gentler approaches to teeth whitening because they're becoming more conscious of the risks associated with harsh chemicals like hydrogen peroxide. Traditional whitening treatments can lead to enamel erosion, gum irritation, and long-term sensitivity—especially with repeated use.
This option is currently more commonly seen in countries like Japan and Taiwan, where teeth whitening is increasingly recognised as part of a broader oral care routine—not just an aesthetic enhancement. At our salon, we’re actively working to encourage this shift in mindset, advocating for teeth whitening to be viewed as a step toward better oral health. While the transition may take time, we remain committed to promoting this holistic view and hope to make it a natural part of many individuals’ self-care routines.
How does titanium dioxide actually whiten teeth?
Our whitening solution is titanium dioxide-based, a gentle yet effective compound known for safely lifting surface stains from the enamel without causing sensitivity. When sprayed onto the teeth, it binds to stains and helps break them down, revealing a visibly brighter smile. It’s important to note that our solution is not designed to treat intrinsic stains, which occur deeper within the tooth structure. These types of discolouration are often caused by factors such as long-term medication use—particularly antibiotics like tetracycline.
In addition to its whitening effects, the solution also offers added oral health benefits—such as helping to prevent tartar build-up and reducing the bacteria that contribute to bad breath—promoting both aesthetic and dental wellness in one treatment. It is definitely not as effective as bleach options, as it is gentler. What this means is that to attain the same results, it will take more sessions.
What does the future of teeth whitening look like?
The future of teeth whitening and aesthetic dentistry is moving toward a more holistic and health-conscious direction. Consumers today are better informed and increasingly value treatments that not only enhance appearance but also support long-term oral wellness. As awareness continues to grow, I believe teeth whitening will become a standard part of personal wellness routines—viewed not just as a cosmetic procedure, but as a proactive step in oral care, much like regular dental cleanings.
We anticipate more innovations that blend beauty with biology—solutions that enhance natural features while preserving function and integrity. It’s no longer about quick fixes; it’s about sustainable beauty and smart self-care. And I’m excited to see more people embrace this balance between aesthetics and overall health.
If someone wanted to maintain a whiter smile at home, what’s one thing you’d recommend?
In coffee-loving Singapore, we totally get it—your daily kopi or bubble tea is non-negotiable. But here’s our golden rule: Always use a straw. It’s a simple habit that makes a huge difference. By sipping through a straw, you help your favourite drinks bypass the front surface of your enamel, which means less direct contact and significantly reduced staining over time.
*This interview has been edited and condensed for clarity.