Brilliant More W: 7 Whitening Toothpastes to Use Amid Soaring Prices and Shortages

For people who want to make whitening care part of their daily routine, this article focuses on Brilliant More W's core mechanism of "stain removal through ion exchange" and summarizes the results of testing and comparing seven over-the-counter whitening toothpastes that could serve as substitutes.

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Conventional whitening toothpastes have mainly relied on powdered abrasives (cleaning agents) that physically scrape the tooth surface to remove discoloration (stains). Brilliant More W, by contrast, acts on stains bound to calcium ions on the tooth surface using sodium pyrophosphate and sodium polyphosphate, which are included as cleaning aids. Because these ingredients bind to stains more readily than calcium does, they trigger ion exchange, lifting the stains off and removing them.

Although it does contain silicic anhydride as an abrasive, its key feature is that it removes stains with less burden on the teeth, without excessive abrasion. It also contains PEG-8 (macrogol 400) to assist stain removal and high-concentration fluoride (sodium fluoride, 1450 ppm) to prevent cavities. Sodium lauryl sulfate is used as a foaming agent, but only in very small amounts, and the formula is simple, with no antibacterial or anti-inflammatory agents.

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A whitening toothpaste for sensitive teeth that advertises being abrasive-free.

• Key ingredients and formulation: It contains sodium polyphosphate as an active ingredient and uses an ion-exchange mechanism for stain removal. It also includes PEG-400 to assist stain removal and sodium fluoride (1450 ppm) to prevent cavities. No abrasives such as silicic anhydride are used.
• Features and sensitivity care: It contains potassium nitrate, which helps ease the discomfort of sensitive teeth. Instead of sodium lauryl sulfate, it uses cocamidopropyl betaine as a foaming agent, making it sulfate-free.
• Feel and concerns: With no abrasives, it puts little physical strain on the teeth, but its whitening power tends to be mild. It also has a distinctive medicinal smell, possibly due to the potassium nitrate and other ingredients, and in the speaker's own experience it caused a tingling numbness on the tongue and an odd sensation of temporarily dulled taste. Another drawback is the screw-cap tube, which is hard to open and close while holding a toothbrush in one hand.
• Price: About 700–1,100 yen for 80 g (open pricing). Suited to people with sensitive teeth who want to avoid abrasives and sulfates.

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A whitening toothpaste from Kao formulated to lift dirt using self-foaming carbonation.

• Key ingredients and formulation: It combines silicic anhydride with the milder calcium hydrogen phosphate as cleaning agents. It contains sodium polyphosphate as a cleansing agent and PEG-8 as a medicinal ingredient. Fluoride is included as sodium monofluorophosphate at 1450 ppm. It also adds an antibacterial ingredient (cetylpyridinium chloride/CPC) and an anti-inflammatory ingredient (β-glycyrrhetinic acid).
• How the carbonated foam works: It contains sodium bicarbonate (baking soda) and citric acid, which react with moisture in the mouth so that the paste foams on its own, spreading carbonation into every corner to lift stains.
• Feel: Because it is a paste, the carbonation itself is relatively mild. Its most distinctive feature is the flavor: a scent like soda-flavored ice pops combines with sourness and sweeteners (sodium saccharin, stevia extract) to leave a peculiar aftertaste close to fizzy candy. Foaming is average and there is little tongue numbness, but people who dislike strong candy-like flavors may find it hard to use.
• Price: About 990 yen for 95 g.

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A Daiichi Sankyo Healthcare product notable for its multifunctional formula containing as many as nine medicinal ingredients.

• Key ingredients and formulation: It contains both sodium polyphosphate and macrogol 400 (PEG-8) as active ingredients, along with zeolite as an adsorbent and polyvinylpyrrolidone (PVP) to remove tar stains. For cleaning agents, it uses calcium hydrogen phosphate, which is less abrasive on teeth, and silicic anhydride. It contains epsilon-aminocaproic acid and glycyrrhizic acid as anti-inflammatory ingredients and CPC as an antibacterial ingredient. The fluoride (sodium monofluorophosphate) concentration is not disclosed, but it meets the standard for cavity prevention.
• Feel and concerns: The flavor itself is close to tasteless and easy to use, but perhaps because of a high amount of sodium lauryl sulfate as the foaming agent, it stripped oil and moisture from the mouth and lips after use, leaving a dry, uncomfortable feeling of being "parched" and "tight."
• Price: Around 1,400 yen for 110 g at retail. It is well stocked with stain-removing ingredients, but for people bothered by dryness or irritation in the mouth, daily use may be a burden.

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A relatively new product that combines whitening care with enamel reinforcement and emphasizes a low-irritation formula.

• Key ingredients and formulation: In addition to gold micro silica (silicic anhydride), it contains two ion-exchange ingredients: calcium pyrophosphate and sodium polyphosphate. It also contains PEG-8 as a solvent. Furthermore, it combines hydroxyapatite, a component equivalent to tooth enamel, with the active ingredient sodium fluoride, aiming at both cavity prevention and enamel reinforcement. It also contains an anti-inflammatory ingredient (monoammonium glycyrrhizinate) and an antibacterial ingredient (IPMP).
• Low irritation and foaming: It is a sulfate-free formula that uses an amphoteric surfactant (cocamidopropyl betaine) instead of sodium lauryl sulfate as the foaming agent. There is no irritation or dryness in the mouth at all, but the foaming is extremely gentle. It suits people who want to brush thoroughly without relying on foam. The taste has a saltiness derived from its ingredients.
• Price and evaluation: 1,980 yen for 100 g (770 yen for the 30 g version). Its ingredient lineup is excellent, but because the list price itself is high at about 2,000 yen, cost is a sticking point from the perspective of finding a cheap substitute for Brilliant More W, so it landed at No. 4.

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Though an inconspicuous product, its ingredient makeup is extremely close to that of Brilliant More W.

• Key ingredients and formulation: It contains silicic anhydride as a cleaning agent and calcium pyrophosphate and sodium polyphosphate as ion-exchange ingredients. It also includes PEG-8 as a solvent. As medicinal ingredients, it adds an anti-inflammatory ingredient (glycyrrhizic acid) and an antibacterial ingredient (chlorhexidine hydrochloride).
• Differences from Brilliant More W: Instead of sodium lauryl sulfate, it uses sodium methyl lauroyl taurate, an amino acid–based, taurine-based surfactant, as its foaming agent. It achieves both solid cleansing power and low irritation, making it suitable for people who want to avoid sulfate-induced mouth irritation and changes in taste.
• Feel: Foaming is somewhat modest, and there is a slight saltiness from the salts. The mint is not strong. In terms of how clean the teeth feel after brushing, it can seem milder than the original, but the formulation is highly similar.
• Price: 1,019 yen for 100 g. It is available at about the same price per gram as the original (about 1,000 yen for 90 g), making it a highly practical substitute.

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A whitening toothpaste developed for the general market by Lion, the same company behind Brilliant More W.

• Key ingredients and formulation: Its makeup is nearly identical: base (sorbitol solution, PG), cleaning agent (silicic anhydride A), high-concentration fluoride (sodium fluoride, 1450 ppm), stain-removal aid (PEG-8), and cleansing ingredient (sodium lauroyl sarcosinate). In this product, anhydrous sodium pyrophosphate is included at a high concentration as an "active ingredient" rather than as a cleaning aid.
• Alumina as a polishing agent: The product's biggest feature is that it contains aluminum oxide (alumina) as a polishing agent. The alumina adheres to the tooth surface and is designed to bring out a smooth whiteness that reflects light. It is a hard ingredient, but since it is not an abrasive microparticle meant to grind down teeth, the risk of excessive wear is thought to be low.
• Feel: It has a refreshing scent with no saltiness, and it foams well. It contains sulfates, but tongue numbness is hardly noticeable, and the result could be called an upgrade over the original.
• Price: About 1,600 yen for 100 g. Somewhat expensive for a general retail product, but well worth considering given how close its quality is and its added polishing effect.

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Another Lion product, and the best substitute in terms of both ingredient similarity and cost performance.

• Key ingredients and formulation: Its core framework—base, silicic anhydride A, 1450 ppm fluoride, and sodium lauroyl sarcosinate—almost exactly matches Brilliant More W. It contains sodium polyphosphate and PEG-4000 as stain-removing ingredients. In addition, it includes dextranase, an enzyme that breaks down plaque, and a coating ingredient (dimethyldiallylammonium chloride–acrylamide copolymer) that smooths the tooth surface and prevents stains from reattaching.
• Cleansing agent design: It relies mainly on low-irritation surfactants, and sodium lauryl sulfate appears low on the ingredient list, so irritation in the mouth is kept down.
• Feel: Compared with the original it tastes slightly salty, but the mint is standard and there is no odd sensation on the tongue. It foams well and leaves teeth feeling very smooth after use. It contains no antibacterial or anti-inflammatory ingredients, and its focus on everyday stain removal and cavity prevention is also close to the original.
• Price: An overwhelmingly low price of about 324 yen for 130 g. At less than one-third the price of Brilliant More W, it allows you to keep up equal or better care every day.

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When Brilliant More W is hard to get, the criteria for choosing a substitute depend on your goals and budget.

• Top everyday substitute: Clinica Advantage +Whitening, also made by Lion, with a similar formula and available for around 300 yen, is the leading candidate in terms of cost and practicality.
• For extra shine and whitening power: If your budget allows, Lighttee (about 1,600 yen), with the added polishing effect of alumina, is a good upgrade.
• For low irritation and sulfate-free formulas: If you want to minimize stinging in the mouth, options include Cosmion (about 1,000 yen), which uses a taurine-based cleansing agent, and G WHITE (about 2,000 yen), which also reinforces enamel.

It is recommended to choose based on your own oral conditions (tolerance for irritation and whether you have sensitive teeth) and your brushing preferences.