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Pure White

Cavity protective with multivitamin action toothpaste

What it is
PURE WHITE is an efficient antioxidant and protective toothpaste. It cleans teeth in-depth, preventing plaque buildup and cavities, thanks to the action of fluoride.


  • Enriched with A, B and C vitamins
  • Fluoride prevents plaque buildup and cavities
  • Refreshing and delicious mint flavor
  • 100% designed and Made in Italy
  • Pure White formula is clinically tested and approved by dentists

Good to know: The revolutionary patented “airless" packaging allows you to use all of the product without any waste!




Free shipping in EU
Free shipping outside the EU for orders over 40€.

The customer bears the clearance costs

Variante attualmente non disponibile

How do I check my order status?

We send an email every time there is a change in the order status.
For further questions, please contact us at

Who do I contact for problems with the purchase and/or technical issues?

If you need help, write us an email at, or call us from Monday to Friday, from 8:30 a.m. to 12 a.m. and from 1:30 p.m. to 5:30 p.m. at number 0421 172 0111.

How long does it take to prepare the order?

We assure you shipping within three working days (five for the islands) after the payment reception. The duration of the shipment depends on the country of delivery.

How much shipment cost?

In Italy, the shipping costs amount to 6.50€ (8.50€ for islands) under 20.00€ purchase, over 20.00€ are free.
For EU countries the shipping costs amount to 9.90€, for non-EU countries amount to 20.00€. Over 40.00€ purchase, both are free.
The customer bears the clearance costs.

Is it possible to ship abroad?

Yes, our website allows both ordering and shipping abroad.

What payment methods do you accept?

We only accept credit cards (Visa, Mastercard, PayPal, etc.).

What are your refund and return policy?

You can return any item ordered within 30 days from the date of receipt.
Upon return, store the item(s) in the original packaging, accompanied by accessories and documents provided, also attaching the delivery form. We recommend taking every possible precaution to ensure the integrity of the returned product.
There will be no refund in case of unreturned, damaged, incomplete, ruined, deteriorated, soiled items. Also, if the returned item would be in conditions that might reasonably suggest the previous use of it, there will be no refund or replacement. The same will occur with a sealed article opened after delivery, for reasons of hygiene or health protection.

What's P I U M A®?

P I U M A® is an Italian brand born in 2018 that wants to revolutionize the oral care world.
Through its products combines aesthetics, science, and functionality to improve your smile day after day. How? With continuous scientific research, constant technological innovation, careful attention to detail, uncompromising quality, respect for the environment, use of innovative materials, and much more. Purchase PIUMA® products to enjoy a unique experience!

Where do P I U M A® products come from?

P I U M A® products are designed and produced in Italy.

What type of toothbrush should I use?

The toothbrush with medium bristles is suitable for those who don't suffer teeth and gums sensitivity; otherwise, we recommend the toothbrush with soft bristles.

How often should I change my toothbrush?

We recommend changing your toothbrush every three months. We designed a stand, that thanks to the calendar on the lower side, remind you when it’s time to change the toothbrush