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The fluoride-free enamel mineral Japan has trusted since 1980.
Sale ends in --
Brush with it for 100 days. Not loving your smile? Full refund.
What is it?
A fluoride-free toothpaste made with 10% nano-hydroxyapatite, the mineral your enamel is built from.
Japan has used it in toothpaste since 1980. It settles into the tiny pits in your enamel while you brush, so teeth feel smooth, look brighter and stop flinching at cold.
How do I use it?
A pea-sized amount on a wet brush. Brush for two minutes, morning and night. Spit, don't rinse, so the mineral stays on your teeth.
What's inside?
10% nano-hydroxyapatite, xylitol and natural mint. No fluoride, no SLS, no artificial colors or sweeteners.
One 4 oz (113 g) tube lasts about 2 months, brushing twice a day.
Shipping & returns
Orders ship in 1-3 business days with tracking.
100-day guarantee: not loving your smile? Email us and we refund you.
Born in Japan, 1980
10% nano-hydroxyapatite
100-Day Guarantee
Real reviews, shared with permission. Photos are illustrations.
I've tried so many whitening toothpastes and honestly never noticed much difference. After a few weeks with this one, my teeth actually look brighter. Even my husband noticed and asked if I'd been using whitening strips!
Jennifer M.
Cold drinks used to make my teeth so uncomfortable. I've been using this toothpaste consistently and my teeth feel much less sensitive now. Plus, my mouth feels incredibly clean after brushing.
Susan R.
My teeth always felt like they had a film on them, even right after brushing. This is the first toothpaste that leaves them feeling genuinely smooth and polished. Almost like I just left the dentist.
Michelle T.
I'm a daily coffee drinker and had pretty much accepted that my teeth would always look a little yellow. I've started noticing they look brighter, especially my front teeth. Really happy with it so far.
Patricia L.
I gave up on whitening strips because they made my teeth feel so sensitive. I wasn't expecting much from another toothpaste, but this has been such a nice surprise. My teeth look cleaner and brighter without that uncomfortable feeling.
Karen B.
As I've gotten older, I've become much more careful about what I use on my teeth. I wanted something gentle that would still leave them feeling clean. I love that this has 10% nano-hydroxyapatite, and my teeth feel so smooth after every brush.
Linda S.
I specifically wanted a fluoride-free toothpaste but was worried it wouldn't clean as well. It doesn't foam much, which took some getting used to, but my teeth feel cleaner than they did with my old toothpaste. The mint flavor is really nice too.
Amanda C.
I've always been self-conscious about how yellow my teeth look in pictures. After using this for a while, they look noticeably brighter and I don't feel like I need to hide my smile as much. Definitely buying another tube.
Rachel D.Three that do the work. Nothing that stings, nothing you would need us to explain.
The mineral your enamel is made of. NASA patented a way to repair teeth with it in the 1970s and Japan put it in toothpaste in 1980. 10% is the concentration used in the published studies that compared it with fluoride.
Tastes sweet, but the bacteria behind cavities can't feed on it. Sugar feeds them. Xylitol starves them.
Fresh enough that brushing feels like a small reward. Gentle enough that it never burns.
Not in it: fluoride, SLS, triclosan, titanium dioxide, artificial colors, artificial flavors.
Your enamel is covered in tiny pits and micro-cracks you can't see. That's where stains cling, and where a cold sip slips through to the nerve.
01A brush scrubs the surface.It cleans the face of the tooth. It can't put back what acid took.
02Strips bleach the color.Teeth look lighter for a while. The pits are still there.
03Fluoride coats the top.It toughens the outer layer, but brings no new mineral of its own.
04Nothing fills the pits.So stains settle in, and every cold drink finds the nerve.
In the order most people notice it.
Ordinary toothpaste scrubs and foams. SHIRO gives your enamel back the mineral it's made of.
Nano-hydroxyapatite is the same mineral as your enamel, small enough to settle into the pits while you brush.
It bonds to the surface and closes the tiny channels that carry cold to the nerve.
A smoother surface reflects more light, so your teeth look brighter. No bleach, no burn.
Scrubbing cleans. Minerals rebuild.
Nothing new to learn. The only change: skip the rinse, so the mineral stays on your teeth and keeps working.
The laugh you hold back. The check-up you put off. The cold drink you sip on one side. This is what changes.
It won't fix a cavity you already have. Nothing in a tube will. If 100 days pass and nothing has changed, use the guarantee.
In the 1970s, NASA patented a way to repair teeth with the mineral they're made of. A small Tokyo company bought the idea and, in 1980, put that mineral in a toothpaste.
In 1993, Japan made it official: a cavity fighter that isn't fluoride. Most Americans have still never heard of it. SHIRO puts it on your toothbrush.
Most guarantees are written to be difficult. This one isn't.
One message. A real person reads it, usually within a business day.
No ticket number, no portal to log into.
No return shipping, no repacking.
Back to the card you paid with. Not store credit.
If your smile doesn't feel the difference, ask for a refund any time within 100 days.
Choose my pack →Nano-hydroxyapatite has been used in Japanese toothpaste since 1980, and Japan approved it to fight cavities in 1993. SHIRO uses 10%, the concentration used in the published studies that compared it with fluoride.
It's the same mineral your enamel and bones are made of. NASA patented a way to repair teeth with it in the 1970s, and a Tokyo company turned it into the first nano-hydroxyapatite toothpaste in 1980.
Most people feel smoother, cleaner teeth after the very first brush. Give it a few weeks for cold sensitivity and brightness. That's why you get 100 days to try it.
SHIRO isn't a bleach, so there's no burn and no sensitivity spike. It lifts surface stains and smooths the tiny pits where stains cling, so your teeth look brighter and more even.
Yes. No SLS, no harsh grit. The mineral settles into the exposed spots that make cold drinks sting.
About 2 months, brushing twice a day with a pea-sized amount. Buy 2 Get 2 covers 8 months. Buy 3 Get 3 covers a whole year.
Rinsing washes the mineral down the drain. Spit, don't rinse, and let it keep working on your teeth.
Use it for up to 100 days. If you're not loving your smile, email us and we refund you. No questions asked.