Elevated teethcare, powered by science.

A science-first teethcare brand, for those who demand more. Invest in your smile with world-class care every day.

Transparent, nourishing, hyper-effective.

Nura was created to do the basics right. With transparent and science-backed formulations, Nura actually whitens, nourishes and repairs teeth using a proprietary blend of world-class ingredients.

The only toothpaste powered by 12% Hydroxyapatite:

12% Hydroxyapatite (HAP)
Developed by NASA**. Rebuilds, whitens and protects teeth deep below the surface, with the foundations of enamel.
Over 2x Better Remineralisation*
In testing by the University of Milan, Nura delivered >2x better enamel stiffness than the world's #1 toothpaste brand.
No Unnecessary Nasties
Free from SLS Sulfates, Titanium Paint, Co-Polymers, PAP Acids or gimmicks.
Low Abrasivity
Stops unnecessary enamel wear, protecting the natural strength and beauty of the tooth.  

Science x Lifestyle

What’s your teethcare routine?

Not just whiter

Whitens and boosts lustre naturally, mimicking your own enamel.

Addresses sensitivity at its cause, not just symptoms.

Over 2x better remineralisation*, for stronger healthier teeth. ​

A teethcare brand that actually delivers.

Our commitment to science ensures you get a toothpaste that truly works, without the confusion or unnecessary additives.




Nano-HAP
Nano-HAP*
Originally researched and developed by NASA, nano hydroxyapatite provides deep remineralisation of enamel and dentin. ​
Biomimetic Micro-HAP
Biomimetic Micro-HAP​*
Highly reactive ‘biomimetic’ hydroxyapatite mimics the chemical structure of human enamel. It repairs the enamel surface, whilst whitening and creating a sacrificial layer. ​
SLS-Free
SLS-Free​*
Sodium Laurel Sulfate is a harsh detergent that can damage the mouth and lips. Fine for shampoo, not toothpaste.​
Titanium Dioxide-Free
Titanium Dioxide-Free​*
TiO2 is a neurotoxin and carcinogen, added to make cheap toothpastes white. Nura is naturally white from the HAP.​
Co-Polymer Free
Co-Polymer Free​*
Free from nasty Copolymers and PEGs. ‘Plastics’ in your toothpaste? No thanks.​
No Artificial Flavours or Colours
No Artificial Colours or Flavours​*
Nura uses a blend of mint oils and natural sweeteners, rather than relying on cheap, nasty additives.​
PAP Acid-Free
PAP Acid-Free​*
Free from acids which may soften enamel, potentially leading to yellower teeth in the long run. ​
Charcoal & Harsh Abrasives Free
Charcoal & Harsh Abrasives Free​*
No gimmicky charcoal or harsh abrasives, that risk wearing away enamel, leaving you with yellower teeth for a lifetime.​
Traditional
Toothpastes
PAP Acid Whitening Toothpastes
Alternative Toothpastes

See and feel the difference

The four-step evening teethcare routine, designed to make your teeth love you back.

Electric toothbrush +
Nura Mineralising Paste

Spend 2-3 minutes, and apply a only gentle pressure, effectively removing plaque across your teeth.

Floss

Gently clean between teeth and around the gum-line.

Light mouthwash

Rinse with alcohol-free, gentle mouthwash.

Hypersoft manual brush + Nura Mineralising Paste

Spend 1 minute only, massaging in fresh toothpaste. Spit, don’t rinse, and let the toothpaste nourish your teeth overnight.

Get started with your Nura teethcare kit

Get started with your Nura teethcare kit

Join now and save over £30 with a free Nura starter kit!

Nura Mineralising Paste
£24.99
£22.49
Mouthwash concentrate with prebiotics
£6.99
Free
Branded mouthwash mixer
£9.99
Free
Biodegradable floss picks
£4.99
Free
Curaprox 12460 hypersoft toothbrush
£8.99
Free
Total
£55.95
£22.49

Tested, with
overwhelming results.​

Dr. Prof. Andrei Ionescu (DDS, PhD, FADM)​

Professor and Vice-Dean of Dentistry. 

The University of Milan. ​
Head of the Oral Microbiology and Materials Laboratory. ​

Tested and developed in conjunction with the University of Milan. ​

Professor Andrei Ionescu is a leading researcher of dental science and biomaterials, as well as one of the world-leaders in Hydroxyapatite oral care products. He has published over 100 papers, and frequently presents at global dental conferences. ​

Enamel Stiffness (GPa)

Enamel stiffness indicates the structural integrity of the enamel’s crystalline structure, deep into the tooth. ​

Tested conducted in-vitro following one week of twice daily brushing on human enamel samples. Enamel had been subjected to surface and sub-surface demineralisation over a one-week period, using lactic acid solution. ​

Dentin Stiffness (GPa)

Dentin stiffness indicates the structural integrity and strength of the dentin. ​

Tested conducted in-vitro following one week of twice daily brushing on human dentin samples. Dentin had been subjected to surface and sub-surface demineralisation over a one-week period, using lactic acid solution. ​

Addressing the cause of sensitivity

Sensitivity is most commonly caused by exposed dentin tubules, providing a pathway for cold substances to affect the tooth’s nerve. ​

Twice daily brushing with Nura Mineralising Paste shows almost total occlusion of dentin tubules after one week, whilst also depositing a ‘fresh’ amorphous layer of Hydroxyapatite over the dentin surface. ​

Dentin Hardness (MPa)

Dentin hardness indicates the remineralisation and resistance to wear of the dentin surface. ​

Tested conducted in-vitro following one week of twice daily brushing on human dentin samples. Dentin had been subjected to surface and sub-surface demineralisation over a one-week period, using lactic acid solution. ​

Enamel Hardness (MPa)

Enamel hardness indicates the remineralisation and resistance to wear of the enamel surface. ​

Tested conducted in-vitro following one week of twice daily brushing on human enamel samples. Enamel had been subjected to surface and sub-surface demineralisation over a one-week period, using lactic acid solution. ​

Incredible teethcare starts with loving your enamel, the white, glossy, beautiful ‘shield’ on the outside of your teeth.

We want people to love and nourish their teeth in the same way they love their skin.

Science made simple

Working in collaboration with leading researchers at the University of Milan, Nura applies decades of research into a truly game-changing product. Free from unnecessary additives or pseudoscience, Nura delivers smart oral care with real results.

What is Hydroxyapatite (HAP)


HAP is a naturally-occurring crystalline material, which makes up >97% of human enamel, and about 70% of dentin. **In the 70s, NASA’s quest to combat bone loss in space led to the creation of synthetic HAP, and soon after HAP's benefits in oral care were discovered.

Whilst HAP has been used in a small number of toothpastes previously, it is rarely included at both the quantity (>10%) and quality (nano + biomimetic micro) required to be highly effective.

7% Nano-HAP


Often referred to as the 'gold standard' of hydroxyapatites, nano-HAP's incredibly small particle size enables it to remineralise and repair teeth deeper into the enamel. It also enables the HAP to penetrate deep into the tiny holes found in dentin, known as tubules, which are the pathway for cold substances to cause sensitivity. By filling these tubules with rigid crystals, nano-HAP tackles sensitivity at its cause.

1450ppm Fluoride Ions (NaMFP)


Nura was created to do the basics right. With transparent and real science-backed clinicalformulations, Nura actually whitens, nourishes and repairs your enamel using a proprietary blend of advanced ingredients.

5% Biomimetic Micro-HAP


Whilst larger in particle size, the biomimetic micro-HAP used in Nura Mineralising Paste provides its own benefits. Being 'biomimetic' means the chemical composition and structure more closely resembles the HAP in human enamel, containing additional elements such as Magnesium and Sodium. This makes the HAP more reactive, and as a result, more effectively remineralise the tooth surface.

Combining this highly reactive micro-HAP with nano-HAP creates a powerful, synergistic effect, enhancing teeth's strength, whiteness and integrity.

simplified visual representation
simplified visual representation

FAQs

We meticulously select scientifically proven advanced ingredients to remineralise, strengthen, and protect your teeth. Free from unnecessary additives or pseudoscience, Nura delivers smart oral care with real results.

Is Nura suitable for me?​

Nura is suitable for anyone looking for best-in-class teethcare. Nura is designed for use by adults. Choosing Nura is in investment in one’s long-term oral health, helping to keep teeth at their best, today and for a lifetime. ​

Can I use it if I’ve had cosmetic treatments such as whitening, composite bonding, veneers or crowns?​

Yes, in fact Nura is the perfect ‘after care’ toothpaste pairing for people who have chosen to undertake cosmetic treatments. The remineralising and anti-sensitivity effect of 12% HAP effectively benefits patients following Peroxide-based whitening. It also helps protect dentin and enamel which may become exposed following veneer, composite or crown prep. ​

If I have sensitive teeth, how long before I feel a long-lasting benefit?​

Whilst it can vary, most people will feel a dramatic reduction in sensitivity within 10 days of use. ​

Why is there no mention of Fluoride? What about other fluoride-free toothpastes? ​

In short, we are not ‘anti-fluoride’, but 12% HAP is more effective. Most fluoride-free toothpastes are simply ineffective, and cannot be relied upon for effective remineralisation. Fluoride is good at remineralising enamel and has been the standard for almost a century. Saying this, testing conducted by Nura at the University of Milan demonstrated increased efficacy of its product when formulated without fluoride. This is due to the highly reactive nature of the HAP, which calcifies Fluoride when combined in a single formulation.​

Why is Nura more expensive than traditional toothpastes?​

This is largely due to the high percentage (12%) of high-quality Hydroxyapatite in Nura’s formulation. For reference, most other brands containing nano-HAP, include less than 2% active material. Furthermore, Nura is a specialised company, investing heavily in science and product development. ​

Do I use it just like regular toothpaste? ​

Yes, Nura is simply swapped in for one’s regular toothpaste. It doesn’t replace the need for other good components of oral hygiene, including flossing. For enhanced results, we suggest not to rinse with water post-brushing, and to add-in an additional 1-minute, soft, manual brush to the evening routine.​

How has Nura’s product been tested?​

Nura Mineralising Paste was developed and tested in conjunction with the University of Milan. Testing was conducted at the university’s Oral Microbiology and Materials Laboratory on human enamel and dentin samples, with remineralisation performance benchmarked against a Fluoride toothpaste from Europe’s leading brand. ​

Can I combine using Nura with another Fluoride-containing toothpaste. ​

Nura’s studies have only looked at the use of Nura Mineralising Paste along, rather than combining it with another toothpaste. Saying that, if you would like to use Nura alongside another brand of toothpaste, we recommend using Nura in the evening, and the other fluoride-containing toothpaste in the morning. ​

You talk about ‘teeth’-care, but does Nura benefit the rest of the mouth?​

Yes. Nura contains other active ingredients such as Xylitol and Zinc salts. These help reduce the levels of bad bacteria in the mouth which cause bad breath and gum issues. ​