Toothpaste is one of those categories where most people stick with what they know – until something makes them look twice. For us, that something was the fluoride-free angle. Something Nice Company was founded by Dr. Ben Winters, also known online as the Bentist, and built around nano-hydroxyapatite as the active ingredient instead of fluoride. That’s an unusual enough position that a closer Something Nice review seemed overdue.
We placed a real order – the Complete Kit Pro – and split the testing between two people. One used the Zero Pro Toothpaste alongside the Lumismart Whitening Strips; the other tested the Halo Advanced Gum as a standalone add-on. That approach gave us a clearer picture of how each product fits into an actual daily routine rather than stacking everything on one person at once.
Something Nice sits firmly in premium territory. The Complete Kit Pro ran around $105, and individual products range from roughly $30 for the gum to $45 and above for the toothpaste. That’s the context for everything that follows.
What Is Something Nice Company?
Something Nice Company is a premium oral care brand built around dentist-created formulas and a more modern approach to daily dental care. The brand was founded by Dr. Ben Winters – a practicing orthodontist and creator of the Bentist content brand with a large following across social platforms – who wanted to move away from what he describes as an industry plagued by gimmicks.
The central formula difference is nano-hydroxyapatite (nHAp) in place of fluoride. Hydroxyapatite is the same mineral that makes up tooth enamel, and the brand positions it as a biomimetic alternative that remineralizes teeth without fluoride. The Zero Pro formula adds BioFuse™ Oil Matrix, a botanical blend designed to target harmful oral bacteria while leaving beneficial microbiome intact.
The lineup covers toothpaste, whitening strips, remineralizing gum, floss picks, and bundles. Free standard shipping applies on U.S. orders over $60, and subscription pricing offers a discount on repeat purchases.
Something Nice Products We Tested
We focused on three products from the Complete Kit Pro: the Zero Pro Toothpaste as the core daily product, Lumismart Whitening Strips as the whitening element, and Halo Advanced Gum as the between-meals add-on. Together they represent the full Something Nice routine arc – morning brush, whitening treatment, and on-the-go refresh.
Zero Pro Toothpaste – $45
Zero Pro Toothpaste is the clearest expression of what Something Nice is trying to do differently. The formula uses 10% nano-hydroxyapatite alongside the brand’s proprietary BioFuse™ Oil Matrix – a botanical blend the brand says disrupts harmful oral bacteria while leaving beneficial bacteria intact. It’s fluoride-free, SLS-free, and free of artificial sweeteners.
In daily use, Zero Pro was one of the easiest products in the lineup to like. The texture felt smooth, the mint flavor was clean without being harsh, and it left teeth feeling fresh without that overly intense chemical finish some toothpastes have. It adapted naturally into a normal brushing routine without requiring any adjustment. A pea-sized amount goes a long way – one tube should last 2.5 to 3 months with twice-daily use at the ADA-recommended amount.
The main limitation is price. At around $45 per tube, this is a premium product that makes the most sense if you’re already interested in fluoride-free formulas or want the BioFuse technology specifically. Subscription pricing brings the per-tube cost down, and a little genuinely does go a long way. For shoppers who are curious about nano-hydroxyapatite but not ready to commit, the original Zero formula at a lower price point is a more accessible entry.
Best for: shoppers wanting a fluoride-free daily toothpaste with a clean, gentle feel and science-backed enamel support
Potential drawback: premium price per tube; makes most sense as a consistent routine product rather than a casual one-off purchase
Shop Something Nice Zero Pro Toothpaste
Lumismart Whitening Strips – $50
Lumismart Whitening Strips are positioned around one specific promise: professional-level whitening with noticeably less sensitivity than standard strips. The brand uses clinical-grade hydrogen peroxide alongside Smart Adjust technology, and says the strips are safe for daily use. They come in Mint, Watermelon, Peach, and Coconut flavors – a range that immediately signals this is trying to be a more pleasant experience than most whitening products.
In use, that positioning held up well. The strips were easy to apply, stayed in place without slipping, and the experience felt more manageable than harsher whitening systems. Results were gradual rather than dramatic – which is probably the right expectation to set. Over time the whitening effect felt natural rather than overdone, which suits the brand’s overall identity.
At around $50 for a box, these are clearly above mass-market whitening strips. The value is easier to justify if sensitivity has been an issue with other products, or if you want whitening that fits into a daily routine without discomfort. Each treatment should not exceed 60 minutes, and the strips are not recommended for people with braces or extreme whitening sensitivity.
Best for: shoppers who want gradual, low-sensitivity whitening as part of a daily routine
Potential drawback: not a fast-result product; premium price requires confidence in the gentler-experience positioning
View Something Nice Lumismart Whitening Strips
Halo Advanced Gum – $29,99
Halo Advanced Gum is the most optional product in the Something Nice lineup, but it’s also the one that best shows the brand’s system-building ambition. The formula uses nano-hydroxyapatite and xylitol in a natural chicle base, without aspartame or artificial sweeteners. The pitch is a quick between-meals oral care step that does more than freshen breath.
In testing, the gum worked well as a quick daily refresh when brushing was not practical. The taste was fresh without being overpowering, and it felt easy to keep on hand without any routine friction. Whether it’s doing meaningful remineralizing work in the time most people chew gum is a harder question to answer – the brand positions it as a complement to the toothpaste, not a standalone treatment.
$30 for a four-pack, this is the easiest product in the lineup to see as an add-on rather than a must-have. It makes more sense once you’re already committed to the toothpaste and want to extend the Something Nice routine into the rest of your day. Subscription discounts apply here too and can make the price feel more reasonable on repeat purchases.
Best for: existing Something Nice users who want a between-meals oral care step that fits the same formula philosophy
Potential drawback: feels more optional than essential; harder to justify as a standalone purchase at full price
See Something Nice Halo Advanced Gum
Pros and Cons
Pros
- Strong, science-backed brand identity built around nano-hydroxyapatite and the BioFuse Oil Matrix.
- Zero Pro Toothpaste feels genuinely clean and polished in daily use – easy to keep using.
- Lumismart Whitening Strips offer a noticeably more comfortable whitening experience than most alternatives.
- The Complete Kit Pro is better value than buying individual products, and subscriptions reduce the per-unit cost further.
- Free standard shipping on U.S. orders over $60.
Cons
- Standard one-time pricing is high – especially for toothpaste and whitening strips.
- Halo Gum feels more optional than essential and is hard to justify at full price without a subscription.
- The value varies significantly depending on whether you buy individual products, bundles, or subscriptions – not always obvious on first visit.
- Nano-hydroxyapatite as a fluoride alternative is a growing area of research, but not yet as universally established in dental guidelines as fluoride.
Who Is Something Nice Best For?
Something Nice makes the most sense for shoppers who want oral care to feel more elevated and intentional than a standard drugstore routine – and who are specifically interested in fluoride-free formulas, gentler whitening, and a curated daily system. It also suits buyers who already follow the Bentist online and trust the brand’s founder-led positioning.
It’s a less obvious fit for practical, budget-first buyers or people who are happy with their current toothpaste and whitening products. Something Nice makes the most sense when you’re buying into the full routine experience rather than expecting a single product to feel dramatically different from what you’re already using.
Something Nice vs Alternatives
Compared with Bite, Something Nice offers a more complete routine system and a stronger clinical-founder story, while Bite appeals more to shoppers who prioritize zero-plastic packaging and a tablet format. Compared with Crest and Colgate, Something Nice sits at a very different price point and targets a fundamentally different buyer – one who cares about the formula philosophy as much as the function. Something Nice stands out most when the fluoride-free angle and the full routine concept matter to the shopper.
| Brand | Price Level | Key Differentiator | Best For |
| Something Nice | Premium | Dentist-founded, nHAp + BioFuse Oil Matrix | Shoppers wanting a science-backed fluoride-free routine |
| Bite | Premium | Tablet-format, zero-plastic packaging | Eco-conscious minimalist oral care buyers |
| Crest / Colgate | Budget | Widest availability, proven clinical track record | Practical everyday buyers who want low cost |
Final Verdict
Something Nice Company is a well-built premium oral care brand that delivers on its core promise: a cleaner-feeling, more considered daily routine built around science-backed ingredients. The Zero Pro Toothpaste is the strongest product in the lineup – pleasant to use, easy to keep using, and genuinely different from standard drugstore toothpaste in the way it feels.
The best place to start is the Complete Kit Pro, which gives you the full routine at better value than individual purchases. If you want to start smaller, the Zero Pro Toothpaste alone tells you quickly whether the brand’s approach suits your routine. Add the Lumismart Strips once you’re confident in the toothpaste; consider the Halo Gum as a later add-on rather than a day-one purchase.
Browse Something Nice Company products on the official site
Frequently Asked Questions
Is Something Nice Company toothpaste better than regular fluoride toothpaste?
Not necessarily better – different. Something Nice uses nano-hydroxyapatite instead of fluoride, which some shoppers prefer for sensitivity or formula reasons. If your current toothpaste already works well for you, this is a premium alternative rather than a clear upgrade. If you’re specifically looking for a fluoride-free formula, Something Nice is one of the more credible options available.
Do the Lumismart whitening strips deliver visible results?
From our testing, yes – but gradually. The strips are designed for a comfortable, lower-sensitivity experience rather than fast dramatic results. Over consistent use, the whitening effect feels natural and cumulative. They’re a better fit for shoppers who prefer a gentler process over those who want the fastest possible whitening.
Is Something Nice Company safe for sensitive teeth?
The formulas felt mild in our testing, and nano-hydroxyapatite is generally considered gentle on enamel. The brand is a reasonable option for people who find stronger oral care products harsh or uncomfortable. That said, individual results vary, and the Lumismart strips contain hydrogen peroxide – which can cause sensitivity in some people even at lower concentrations.
Why is Something Nice Company expensive?
The pricing reflects the brand’s premium positioning, dentist-founded identity, and proprietary ingredients like BioFuse Oil Matrix. You’re paying for the formula philosophy and overall experience as much as the individual products. Subscriptions and bundles reduce the per-unit cost meaningfully.
Can Something Nice replace a full oral care routine?
No – the brand’s products work alongside a regular dental routine rather than replacing it. They’re additions to brushing, flossing, and dental checkups, not substitutes for them. Something Nice makes the most sense as a premium layer within an existing routine, not as a standalone system.
