About S3 Sensitivity Science™

The three things sensitive teeth need — in one formula.

3 years. 31 formula variations. A team of sensitivity experts.
One breakthrough.

The everyday twinge

A third of us live with sensitive teeth.

Yet 75% do not find effective relief in products available today.

TodayOrdinary sensitivity formulas often do one job. Sensitive teeth need three.

1 in 3Live with sensitivity

The Power of 3

Sensitive teeth need three things. Until now, no sensitive toothpaste has delivered them all.

Calms + Strengthens + Protects

Sensitivity targets Targets
Typical sensitivity paste Typical paste
PROTECTS
PROTECTS
STRENGTHENS
STRENGTHENS
CALMS
CALMS
CALMS
Actions delivered
3 of 3
1 of 3

87% of sensitive toothpaste users see an improvement with S3 Sensitivity Science™.

Built by the best in the field

  • Mick Cox

    CO-FOUNDER

    Led Sensodyne for 10 years. Knows the category better than anyone, and has built S3 to deliver on where it falls apart.

  • Dr Surina Sehgal

    founding dentist

    A leading voice in dentistry with 170k followers & appearances on national TV. Surina shaped early formulation design at S3.

  • Dr Victoria Sampson

    founding dentist

    Award-winning functional dentist whose conversation with Steven Bartlett reached over one million views. Actively shapes S3's formulation strategy & clinical benchmarking.

  • Majedeh Mazraei

    founding scientist

    Maj is a formulation chemist who led R&D at GSK (Sensodyne). After studying sensitivity inside-out, Maj developed S3's patent-pending triple-active system.

S3 is different by design.

Sensitivity is complex. Its cause can be enamel wear, gum recession or even recent dental treatment.

  • Calms

    Helps provide daily comfort for sensitive teeth.

  • Strengthens

    Remineralises and strengthens the enamel surface.

  • Protects

    Forms an invisible mineral layer for lasting protection.

Calms

Calms sensitive teeth and provides daily comfort.

Ingredient

POTASSIUM NITRATE 5%

KNO₃+

Potassium nitrate is the sensitivity ingredient dentists know best. Used consistently in a daily toothpaste, it calms sensitive teeth day after day.

Dr Surina Seghal, BDS Dr Surina Seghal, BDS

Strengthens

Remineralises and strengthens the enamel surface with every brush.

Ingredient

NANO-HYDROXYAPATITE 10%

n-HAP

Nano-hydroxyapatite is the same mineral enamel is made from, so it strengthens the surface like for like.

Dr Victoria Sampson, BDS MFDS Dr Victoria Sampson, BDS MFDS

Protects

Forms an invisible mineral layer around the tooth that activates when your enamel needs it most.

Ingredient

Biomimetic Hydroxyapatite 5%

Bio-HAP

Biomimetic hydroxyapatite is especially compelling because it behaves like the mineral your teeth are naturally made from. It forms a protective layer over enamel that helps shield vulnerable areas from acid attack and everyday wear, giving teeth an added level of defence exactly when they need it most.

Dr Victoria Sampson, BDS MFDS Dr Victoria Sampson, BDS MFDS

Calms

Calms sensitive teeth and provides daily comfort.

Ingredient

POTASSIUM NITRATE 5%

KNO₃+

Potassium nitrate is the sensitivity ingredient dentists know best. Used consistently in a daily toothpaste, it calms sensitive teeth day after day.

Dr Surina Seghal, BDS Dr Surina Seghal, BDS

Strengthens

Remineralises and strengthens the enamel surface with every brush.

Ingredient

NANO-HYDROXYAPATITE 10%

n-HAP

Nano-hydroxyapatite is the same mineral enamel is made from, so it strengthens the surface like for like.

Dr Victoria Sampson, BDS MFDS Dr Victoria Sampson, BDS MFDS

Protects

Forms an invisible mineral layer around the tooth that activates when your enamel needs it most.

Ingredient

Biomimetic Hydroxyapatite 5%

Bio-HAP

Biomimetic hydroxyapatite is especially compelling because it behaves like the mineral your teeth are naturally made from. It forms a protective layer over enamel that helps shield vulnerable areas from acid attack and everyday wear, giving teeth an added level of defence exactly when they need it most.

Dr Victoria Sampson, BDS MFDS Dr Victoria Sampson, BDS MFDS

See the difference under the microscope.

Same tooth surface, same test, magnified 3000×. Both start with exposed dentine. S3 covers it completely. The market leader reaches 84%.

Electron microscopy · 3000× magnification S3 vs. market-leading toothpaste · before and after application
The market
leader
Independently tested at the University of Reading
Dentine tubule coverage after application
Market leader 84%
S3 daily 100%
S3 Daily Sensitive Toothpaste
S3 Daily Sensitive Toothpaste
Calms · Strengthens · Protects

Dentine tubules are microscopic channels in the layer beneath your enamel. When enamel wears or gums recede, they are left exposed, and heat, cold and sweetness can reach the nerve inside the tooth. That is the twinge you feel as sensitivity.

¹University of Reading (2026). Scanning electron micrographs of dentine specimens from the leading competitor and S3 groups after polishing, citric-acid etching, saline and treatment application, and washing.