The mineral enamel is made of
Enamel is mostly crystalline hydroxyapatite, a calcium phosphate mineral. HAP-X brings that same mineral back to the surface of your teeth.
OPEN WIDE
- Protect by day
- Repair by night
- Engineered in Italy
OPEN WIDE Complete Oral Care Ritual
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Details
hree products. One complete oral care ritual.
Your mouth has different needs throughout the day. OPEN WIDE brings together three complementary products to make advanced enamel care part of your everyday routine.
01 DAY — Fresh Mint Toothpaste
Start your day with a fresh, clean feeling. Formulated with 1450 ppm fluoride and HAP-X™ Hydroxyapatite Complex for daily enamel care and protection against cavities.
02 NIGHT — Calm Mint Toothpaste
Your final brush before bed. A softer mint experience with fluoride and HAP-X™ Hydroxyapatite Complex, designed for your evening routine when natural saliva production decreases during sleep.
03 SERUM — Enamel Serum
The step that takes your routine beyond toothpaste. A concentrated HAP-X™ enamel-care formula designed to complement daily brushing with an additional targeted treatment.
Why the complete ritual?
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DAY: Freshness and protection to start your day.
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NIGHT: A dedicated evening formula for your final brush.
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SERUM: An additional, targeted enamel-care step.
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HAP-X™: Our hydroxyapatite-based complex, integrated across the routine.
Morning. Night. Beyond brushing.
The science
Fluoride toothpaste leads to about 24% fewer new cavities than toothpaste without fluoride (Cochrane review of 70 trials). Hydroxyapatite, the mineral enamel is made of, protected adults as well as 1450 ppm fluoride in an 18-month randomised trial, and a 2024 meta-analysis found it effective against tooth decay. These studies tested the ingredients, not OPEN WIDE products.
Meet the night shiftClocks in when saliva clocks out
HAP-X™
The night shift
Hydroxyapatite is the mineral your enamel is made of. HAP-X is our repair complex built around it, and it works nights: in NIGHT, alongside fluoride and calcium, and concentrated in the serum you leave on while you sleep.
OvernightLeft on with the serum
Backed by clinical research
In an 18-month trial in adults, hydroxyapatite toothpaste protected as well as 1450 ppm fluoride. A 2024 meta-analysis found it effective against tooth decay.
Source: Pawinska M, Paszynska E, Amaechi BT, Meyer F, Enax J, Limeback H. Clinical evidence of caries prevention by hydroxyapatite: an updated systematic review and meta-analysis. Journal of Dentistry, 2024.
Clocks in when saliva clocks out
NIGHT pairs HAP-X with fluoride and calcium for your last brush. The serum concentrates it in a leave-on step that works the whole night shift.
DAY: protect, fluoride + zinc
NIGHT: repair, HAP-X + calcium
SERUM: concentrated HAP-X, stays on
How the routine worksHow the routine works
What each step does for your enamel.
Enamel can't grow back, but it can take minerals back. Scroll to see each step at work on the surface of a tooth.
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The problem
Every meal is a small acid attack
Within minutes of eating or drinking, mouth bacteria turn sugars into acid. Below pH 5.5, enamel starts to lose minerals. By day, saliva neutralises the acid within 20 to 40 minutes. At night, saliva flow drops to almost nothing.
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01 / Morning: DAY protects
Fluoride hardens the surface
Fluoride is taken up by the enamel surface and helps it resist acid. Xylitol gives mouth bacteria nothing to turn into acid, and zinc keeps breath fresh through the day.
- Fluoride
- Xylitol
- Zinc
- Potassium nitrate
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02 / Evening: NIGHT repairs
The night shift starts
HAP-X, our night shift, brings hydroxyapatite, the mineral enamel is made of, with calcium to rebuild the surface. An alkaline formula pushes back against acid that lingers when saliva stops. A 2024 meta-analysis found hydroxyapatite effective against tooth decay.
- Fluoride
- HAP-X
- Calcium
- Alkaline pH
- Prebiotics
Source: Pawinska M, Paszynska E, Amaechi BT, Meyer F, Enax J, Limeback H. Clinical evidence of caries prevention by hydroxyapatite: an updated systematic review and meta-analysis. Journal of Dentistry, 2024.
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03 / Last thing at night: SERUM
The repair that stays on
Toothpaste is spat out after two minutes. The serum is a concentrated HAP-X formula you leave on, so hydroxyapatite stays in contact with your enamel all night.
- Concentrated HAP-X
- Leave-on
- 30 ml
Public-health guidance advises spitting, not rinsing, after brushing so active ingredients stay on teeth. Delivering better oral health.
The evidenceThe evidence
What the right tools actually do.
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24%
fewer new cavities with fluoride toothpaste than with toothpaste without fluoride.
Source: Marinho et al., Cochrane review of 70 trials, 42,300 children and adolescents, 2003.
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18 months
of brushing with hydroxyapatite toothpaste protected adults as well as 1450 ppm fluoride toothpaste in a randomised trial.
Source: Paszynska et al., 18-month randomised trial in 194 adults, Frontiers in Public Health, 2023.
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30 min
Spitting instead of rinsing kept fluoride in saliva at protective levels for up to 30 minutes after brushing.
Source: Parakaw et al., small crossover study in 10 adults, BMC Oral Health, 2024.
Evidence, honestly: these studies tested the ingredients, not OPEN WIDE products. We chose the ingredients with the strongest evidence, and use each one at the time of day it is built for.
The science behind each ingredient.
- Fluoride
- Day + Night
- Helps enamel resist acid and prevents tooth decay. UK public-health guidance recommends 1350 to 1500 ppm fluoride toothpaste for adults.
Source: UK Government, Delivering better oral health, chapter 9: Fluoride.
- HAP-X™, the night shift (hydroxyapatite)
- Night + Serum
- Hydroxyapatite is the mineral enamel is made of. A 2024 systematic review and meta-analysis of clinical trials found it effective against tooth decay.
Source: Pawinska M, Paszynska E, Amaechi BT, Meyer F, Enax J, Limeback H. Clinical evidence of caries prevention by hydroxyapatite: an updated systematic review and meta-analysis. Journal of Dentistry, 2024.
- Calcium and an alkaline formula
- Night
- Calcium is a building block of enamel. A higher pH pushes back against acid that lingers overnight, when there is little saliva to neutralise it.
- Prebiotics
- Night
- Designed to support a balanced oral microbiome through the night, while saliva is low.
- Xylitol
- Day + Night
- A sweetener that mouth bacteria cannot turn into enamel-dissolving acid.
Source: Dimensions of Dental Hygiene, Expanding the utility of xylitol.
- Zinc
- Day + Night
- Used in oral care to keep breath fresh. DAY has the full dose; NIGHT a lower one.
- Potassium nitrate
- Day + Night
- A common ingredient in toothpastes for sensitive teeth.
Source: Cochrane review, potassium-containing toothpastes for sensitive teeth.
- Low-abrasion silica
- Day + Night
- Gentle cleaning that is kind to enamel, twice a day, every day.
Questions
Good questions.
Why two different toothpastes?
Because your teeth need different things by day and by night. By day they need protecting: every meal and coffee is an acid attack, and DAY brings fluoride, xylitol and zinc while saliva does the rest. At night saliva almost stops, so they need repairing: NIGHT brings hydroxyapatite and calcium to put minerals back, in an alkaline formula against acid that lingers.
Why is the serum part of the routine?
Repair takes time, and toothpaste gets two minutes before you spit it out. The serum is a concentrated HAP-X step you apply after your evening brush and leave on overnight. With almost no saliva at night, what you leave on your teeth stays there.
How do I use the routine?
Brush for two minutes with DAY in the morning and with NIGHT in the evening. Spit, don't rinse. Then apply the serum to your teeth and leave it on overnight.
Do the toothpastes contain fluoride?
Yes. DAY and NIGHT both contain fluoride at the level UK public-health guidance recommends for adults (1350 to 1500 ppm). Fluoride toothpaste leads to about 24% fewer new cavities than toothpaste without it.
Open wide.
Day. Night. Serum.
Shop the Complete Routine