Whites Beaconsfield has announced a national retail partnership with Boots, marking a landmark moment for the fast-growing oral care brand. The deal will see Whites Beaconsfield’s entire teeth whitening range launch in over 300 Boots stores nationwide, representing the company’s first ever retail partnership.
Milestone for Direct-to-Consumer Brand
The move is a huge milestone for the direct-to-consumer brand founded by brothers Ollie and Toby Brittan. The launch forms part of Boots’ wider self-care expansion initiative, rolling out in stores from this month.
Founded at the end of 2019 with just £350, Whites Beaconsfield has become one of the UK’s fastest-growing oral care companies. The brothers generated £4 million in sales within a few years of trading and have continued to scale rapidly through social media, influencer marketing and product innovation. In 2025, the company topped £8 million in revenue.
Affordable and Vegan-Friendly Products
Whites Beaconsfield specialises in affordable, vegan-friendly, non-peroxide whitening products without the use of peroxide ingredients. Ollie Brittan said: “This is a huge moment for us as a brand. Boots is one of the most recognised and trusted beauty and health retailers in the UK, so to see Whites Beaconsfield launch nationally across hundreds of stores is incredibly exciting.
“We started this business with just £350 and a mission to make teeth whitening more affordable, accessible and effective for everyday consumers. The demand we’ve seen online has been phenomenal and now, for the first time, customers will be able to discover and shop the full Whites Beaconsfield range directly in-store.”
Bringing Fresh Energy to Oral Beauty
Toby Brittan added: “We’ve built Whites Beaconsfield by challenging the traditional oral care market with innovative products, strong branding and an understanding of what younger consumers actually want from self-care products. Boots recognising that shift and backing our brand in such a significant way is hugely rewarding. We’re proud to be bringing a fresh, modern energy into the oral beauty category and making premium whitening products more accessible on the high street.”
