POOOF! is a teeth-whitening brand founded by Dr. Bill Dorfman, the cosmetic dentist known for creating ZOOM! teeth whitening. The brand offers dissolving whitening strips designed to brighten natural teeth at home, with 20- and 40-strip options. Made from a food-grade, water-soluble starch polymer, the strips dissolve in saliva in about 10–15 minutes, so users do not need to remove them after treatment.

POOOF!’s formula includes 12% hydrogen peroxide to lift stains, hydroxyapatite to support enamel remineralization and help reduce sensitivity, and a proprietary P3 technology intended to improve peroxide utilization. The strips are mint-flavored and pH-balanced, and the brand says they are free from sulfates, triclosan, parabens, artificial flavors, and plastic. Customers apply a strip to wet teeth and fold the excess over the edge; the company advises waiting until it dissolves before eating or drinking. POOOF! highlights independent study results comparing its whitening performance with leading strips and offers free shipping and 30-day returns.