The world is enlighted by the naturally white and beautiful.
Soft clouds. Birch bark. Dreamy, sandy beaches.

Your teeth are also naturally white.
But with time they loose their original lustre.

PURE shine brings back the pure white color of your teeth.
Nothing is painted over, hidden or damaged.
Your smile turns naturally white again.

pure shine klar


PURE shine is a new and unique series of products for stronger, healthier and more naturally whiter teeth. The products include abundantly with sodium fluoride that protects and strengthen your teeth. PURE shine toothpaste and mouthwash has a very good and fresh mint taste. With the help of enzymes and gentle cleansing ingredients, PURE shine brings back the natural white color and brilliance of your teeth.

Unlike other whitening products, PURE shine is good for your teeth. You are not only getting a whiter smile, but also clean, healthy and much stronger teeth. It’s gentle, safe and proven effective.  

A product series for those who dream of a naturally beautiful smile.



PURE shine Mouthwash uses a special combination of ingredients, i.a. PVP (polyvinylpyrrolidone), which obstruct on teeth and keep the surface of the tooth cleaned.

The product helps keeping the teeth natural white color. The high sodium fluoride content (0,2% NaF) contributes to remineralize both enamel and surface of the root and counteracts both caries and dental erosions/corrosion damage. PURE shine mouthwash has a good taste of mint which gives a fresh breath. Recommends to adult and kids 12 years and up. Store in room temperature and out of reach for children.

Use: Use PURE shine mouthwash morning and evening after brushing your teeth. Rinse with 10ml of the wash around the teeth for ½-1 minute and thereafter spit it out. Do not swallow. Recommend to use after a meal.



EKULF PURE shine product serie expanded with an exclusive soft and gentle toothbrush for your teeth/gums. Toothbrush has conical bristles that easily reaches the spaces between the teeth and effectively removes bacteria and plaque.

PURE shine toothbrush has an ergomic design with solid handles for a good grip. Toothbrush comes in colors white and gold. Delivered in blister pack.



PURE shine toothpaste helps you keep the natural white color of your teeth.

PURE shine is available for purchase at pharmacies.

The toothpaste is developed in collaboration with dentists and contains Papain – a natural enzyme extracted from the papaya fruit. Papain efficiently cleanses the enamel, leaving the outer surface of the tooth clean and smooth, which makes it harder for new plaque to attach.

Use PURE shine Toothpaste together with PURE shine Whitening strips for a more lasting result.

Contains 1450 ppm F for maximum sodium fluoride protection of both the enamel and the exposed root surface/dentin.



PURE shine Whitening Strips are strips that make your teeth naturally whiter – in just 14 days. The product is developed together with dentists. It’s completely free of hydriogen peroxides and easy to use at home. You get a visible result already after a few days.

The active ingredient PAP (phthalimido peroxy caproic acid) thoroughly cleans the enamel, dissolving stains, bringing back the natural white brilliance of your teeth. PAP is gentle, proven effective and naturally biodegradable. Use PURE shine Whitening Strips for at least 30 minutes everyday during two weeks. To get the best result, repeat the procedure every two months.


Easy to use at home

PURE shine Whitening strips give you noticeably whiter teeth in just 14 days.
You will see the difference already after a few days. Use for 30 minutes daily for 14 days.
Step by step:

Brush your teeth
Attach the strips
Let work for 30 minutes
Remove, brush, rinse

See instruction movie:


When people smile, amazing things happen.
Both inside us and around us. Science shows that we become happier, more creative and less stressed. People that smile are also more popular and are often met with a smile themselves.

Simply by smiling more, we can boost our well-being and live a life that is even more beautiful. It may sound like a miracle cure, but it’s for real.

But we also know that there are a lot of people who doesn’t want, or dare, to show off their smiles. This because their teeth have lost their natural white lustre, and might carry traces of coffee, tea or wine.

This is why we developed PURE shine.

For all who has ever held back a laugh.
For all who wished the Snapchat filter was reality.
For all who never smile in pictures.
This is for you.


PURE shine is available for purchase at well-assorted pharmacies.


How often can I use PURE shine?
PURE shine toothpaste, mouthwash and toothbrush can be used daily and is very gentle to your teeth and gums. You can use PURE shine Whitening Strips for 14 days and then we advise to every other month.

Is it dangerous to swallow the liquid while rinsing the mouth with PURE shine mouthwash?
No, it’s not dangerous in few lots, it’s harmless to swallow up to 0,5dl (US: 0,2 cups) of the liquid that contains 0,2% sodium fluoride.

Help, I’ve used PURE shine Whitening Strips a couple of days and my teeth look spotty! What should I do?
Don’t worry! It’s common for stains or cleaner surfaces to appear during the treatment. The stains will disappear, just continue with the treatment for the remaining days.

I have braces, facades/repairs or crooked/uneven teeth, can I use PURE shine Whitening Strips?
As long as the strips can attach properly to the surface of the tooth, but unfortunately it doesn’t work with braces. The treatment will only have effect on your natural teeth, it will not work on facades, repairs and implants.

For how long will my teeth remain white?
It is very individual and depends on how you live, what you eat and drink. To keep your teeth white for as long as possible, we recommend using PURE shine Whitening Strips every two months. To further maintain the effect, brush as well with PURE shine Toothpaste and rinse with PURE shine Mouthwash.

I have used PURE shine for one week and I am satisfied with the white hue. Can I stop the treatment?
You can stop the treatment if you want to. But if you keep up the treatment during the full two weeks you will get maximum effect.

Is there an age limit for using PURE shine?
When using PURE shine Whitening Strips you need to be at least 18 years old. The toothpaste and mouthwash can be used from 12 years of age.

Is PURE shine harmful in any way?
No, it’s actually the opposite – PURE shine is good for your teeth! PURE shine is completely free from hydrogen peroxides and harmful abrasives. PURE shine Whitening Strips contains the active ingredient PAP (Phthalimidoperoxycaproicacid), which dissolves stains and cleans the enamel efficiently and safe. PURE shine Toothbrush contains enzyme Papain which cleanses plaque and restore your teeth natural white color. The Mouthwash contains PVP (polyvinylpyrrolidone), which obstruct on teeth and keep the surface of the tooth cleaned. PURE shine gives you both white, clean and healthy teeth.

What it’s the different between PURE shine toothpaste and other whitening toothpastes?
PURE shine toothpaste is developed in collaboration with dentists and contains i.a. Papain – a natural enzyme that is extracted from the papaya fruit. Papain efficiently cleanses the enamel, leaving the outer surface of the tooth clean and smooth, which makes it harder for new plaque to attach. When the surface of the tooth is clean and smooth it reflects more light and in that way the tooth looks more natural white. The toothpaste has also a fresh and good taste of mint.

Who stand behind PURE shine?
PURE shine is developed in close collaboration with dentists. The product is developed by EKULF – one of the leading Swedish specialists in oral and dental care. EKULF was founded in 1969 by four dentists and has since developed high quality and affordable products for healthier teeth.

I’m breastfeeding/pregnant, can I use PURE shine?
If you are pregnant or breastfeeding you should not use PURE shine, or any other tooth whitening products. PURE shine only contains substances that help you keep your teeth clean and healthy. Nothing of the treatment would be harmful, either for you or the child. But, there is also no research that can prove the opposite. That is why we – and the entire industry – advise against using whitening products during your pregnancy or while breastfeeding. So, even if you are longing for a whiter smile, we think it’s best if you wait until you have stopped breastfeeding.


PURE shine is a unique, brand-new product range for visibly whiter teeth. A true bliss for anyone who’s ever dreamed of a beautiful, bright smile. Combining decades of professional dental care experience and leading-edge research, PURE shine brings back the natural white luster of your teeth. It’s gentle, safe and effective.

PURE shine reveals your true white smile. The smile you just can’t wait to show off.

Contact us

Ekulf AB
Navestadsgatan 31
603 66 Norrköping

Follow us