Nordic Ice started with a simple question: why does teeth whitening have to hurt? We set out to find a better answer — and found it in PAP.
The Beginning
Nordic Ice was founded in 2026 by Ben Anderson and Mark Holiday — two friends who shared a frustration with the state of teeth whitening. Every product on the market either used hydrogen peroxide — causing sensitivity and enamel damage — or was too weak to produce real results.
Ben, with a background in cosmetic science, and Mark, with experience in oral health research, spent two years developing and clinically testing a PAP-based formula before launching their first product: the PAP* Whitening Powder. The response was immediate. Customers who had given up on whitening because of sensitivity were finally seeing results — without the pain.
Today, Nordic Ice is used by thousands of customers across Scandinavia and Europe. Our mission remains the same: science-backed whitening that respects your teeth.
Research begins
Ben Anderson and Mark Holiday begin investigating PAP as a peroxide alternative.
Nordic Ice launches
PAP* Whitening Powder launches to the UK market.
PAP+ Toothpaste
We expand the range with a daily-use whitening toothpaste.
European expansion
Nordic Ice ships across Europe.
100k customers
We reach 100,000 customers and launch our clinical study programme.
The People Behind It
Ben Anderson
Co-Founder & Head of Formulation
Ben brings a decade of experience in cosmetic science to Nordic Ice. Frustrated by the lack of safe, effective whitening options, he spent two years developing the PAP formula that sits at the heart of every Nordic Ice product. His obsession with ingredient integrity is why our formulas contain nothing that does not need to be there.
Mark Holiday
Co-Founder & Head of Research
Mark's background in oral health research gave Nordic Ice its scientific foundation. He led the clinical testing programme that validated PAP as a safe and effective alternative to hydrogen peroxide, and continues to oversee the research partnerships that keep Nordic Ice at the forefront of evidence-based oral care.
What We Stand For
Every ingredient we use is backed by peer-reviewed research. We do not follow trends — we follow evidence. Our formulas are developed with cosmetic scientists and tested in independent clinical trials.
We refuse to use ingredients that cause harm for the sake of faster results. PAP is our commitment to whitening that is as safe as it is effective — no sensitivity, no enamel damage, no shortcuts.
No hydrogen peroxide. No fluoride. No SLS. No parabens. No artificial colours. We believe oral care products should be as clean as the results they deliver.
Inspired by Scandinavian design philosophy: remove everything unnecessary, perfect what remains. Two products. One system. Everything you need, nothing you do not.
The Inspiration
Scandinavia has long been associated with purity, clarity, and a deep respect for nature. The Nordic approach to design — stripping away the unnecessary to reveal what is essential — is exactly how we approach formulation.
The glacial whites and icy blues of the Norwegian landscape are more than an aesthetic choice. They represent the clean, cold clarity we bring to every product: nothing hidden, nothing harmful, nothing that does not need to be there.
Nordic Ice is not just a brand name. It is a philosophy — that the best products are the ones that do exactly what they promise, and nothing more.
2026
Founded
UK
12+
Countries
Shipping across Europe
100k+
Customers
And growing
2
Products
One complete system
"We believe everyone deserves a brighter smile — without sacrificing the health of their teeth to get it."
Ben Anderson & Mark Holiday — Co-Founders, Nordic Ice
Try Nordic Ice