Consumers have been warned that illegal and potentially unsafe teeth-whitening products with high levels of hydrogen peroxide are entering the Irish market.
It comes after Ireland’s health product regulator seized around 7,000 of these kits last year.
Hydrogen peroxide, the bleaching ingredient in these teeth whitening kits, is tightly regulated in the EU.
High concentrations of the chemical may cause sensitivity, inflammation, pain, gum irritation, damage to dental work and even chemical burns, according to the Health Products Regulatory Authority (HPRA).
The agency seized 6,849 units of teeth-whitening products and was involved in removing 105 website URLs connected to the sale and supply of illegal teeth whitening products in 2025.
These teeth-whitening strips and gels are often marketed on social-media platforms.
The HPRA has highlighted the potential harmful side effects of hydrogen peroxide and advised people to consult with their dentist before considering teeth whitening.
This is particularly important for those with existing dental or medical conditions, it said.
Cosmetic Product Manger at the HRPA Lisa Byrne said it has noticed an increase in the number of teeth-whitening products “containing hydrogen peroxide levels far above limit, sometimes as high as 15% to 40%” being sold directly to consumers online.
She stressed that this is “well above” the EU’s permissible limit of 6% and runs the risk of “long-term oral health complications”.
The HRPA has advised consumers to only buy teeth whitening products from reputable, trusted outlets that comply with EU rules.
It said serious reactions can be reported on the HRPA’s website, hrpa.ie.