Retail Intelligence

Irish Teeth Whitening Brand Wins Prestigious Beauty Award

By Donna Ahern
Irish Teeth Whitening Brand Wins Prestigious Beauty Award

Iconic teeth whitening brand Beverly Hills Formula won Best New Oral Beauty Product in the Pure Beauty Awards with their innovative Professional White Precious Pearl Enamel Remineralising Serum.

The Dublin-based company beat sixteen other household oral hygiene brands in the national Pure Beauty Awards in London. Pure Beauty is UK’s most popular retail magazine which rewards innovation and creativity for products launched within the past 12 months.

The Beverly Hills Formula team picked up their trophy at a glamorous neon-themed awards ceremony held at five-star The Savoy Hotel in London, and attended by 350 industry guests from premium, mass and niche beauty brands and the UK’s leading UK beauty buyers, including Superdrug, Amazon, Harrods, Boots, QVC, The Perfume Shop and The Fragrance Shop.

A host of celebrities also joined in with the night’s proceedings, including The Saturdays' Rochelle Humes, and The Only Way is Essex stars, Samantha Faiers and Billie Faiers

The Pure Beauty Award is the second prestigious success for Beverly Hills Formula which scooped the Best New Personal Care product in the Grocer Magazine Award’s with their Perfect White Black Mouthwash. The Grocer New Product Awards recognizes outstanding innovation in the UK’s Fast Moving Consumer Goods sector in non-food and food categories.


Christopher Dodd, CEO of Beverly Hills Formula, said: “We are absolutely delighted to have won Best New Oral Beauty Product in the Pure Beauty Awards and were up against many very strong contenders.

“The fact we have now won two highly acclaimed awards by such hugely respected beauty industry and retail magazines makes us all feel incredibly proud to be part of Beverly Hills Formula’s success.”

New Precious Pearl Enamel Remineralising Serum is part of Beverly Hills Formula’s new premium Professional White range. The teeth whitening serum contains Hydroxyapatite scientifically proven to form new protective layers making teeth smoother and brighter by repairing micro-lesions and strengthening the enamel.

The remineralising serum was selected by Pure Beauty’s readers, including beauty buyers and thousands of retail staff selling and advising customers on products in-stores daily.

A panel of beauty experts including Pure Beauty Editor Laura Husband, Soap Perfumery and Cosmetics Magazine Editor Julia Wray, Cosmetics Business Editor Lucy Tandon and Pure Beauty Reporter Sarah Parsons, then judged on the efficacy of the products.


Other products in the Professional White range include Black Pearl whitening toothpaste, Pink Pearl Sensitive whitening toothpaste and Fresh Pearl mouthwash, available to buy in Lloyds, Health Express, McCauleys, Shaws, Careplus, Bradleys, McCabes and other leading pharmacies nationwide. Priced from €10.99.

Beverly Hills Formula was established in 1992 and have since led the way with original and effective oral hygiene products and whitening toothpastes that are available in selected pharmacies and Superdrug stores and online.

© 2017 - Checkout Magazine

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