Smirk Reviews 1,235

TrustScore 2.5 out of 5

2.7

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Rated 1 out of 5 stars

A complete SCAM company. Product is cheap plastic, works extremely poorly. "Customer service" are difficult to get hold off. Had to go via a PayPal claim. When they do respond, they are rude a... See more

Company replied

Rated 5 out of 5 stars

Quick delivery, kept upto date on my order. My second purchase of the tooth brightening powder, does remove stains and a noticeable difference after only a couple of uses, usually use a couple of time... See more

Company replied

Rated 1 out of 5 stars

Order placed 2nd May. 2 emails sent to chase, as next day delivery order not received and order status hasn't changed since the 3rd May (DPD awaiting parcel). No response or update received....or... See more

Company replied

Rated 1 out of 5 stars

Placed an order 17th May and tried to chase up on it numerous times via email, telephone and social pages and not heard a thing. Absolutely disgusting customer service and feels like a complete sc... See more

Company replied

Company details

  1. Cosmetics Industry

Written by the company

Smirk® is reborn as of November 2024! For over a decade, Smirk® has been proudly serving the people of the UK (and further afield) with dentist-approved oral care products. Our mission is to change the way we treat our teeth, and to do so in a safe, planet-friendly way. Smirk is now under new management since November 2024, and big(and exciting) things are on the way! Hopefully we'll see you along the journey : ) The Smirk Team : )


Contact info

2.7

Poor

TrustScore 2.5 out of 5

1K reviews

5-star
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1-star

No history of asking for reviews

This company hasn't invited their customers, so reviews may not be representative

Replied to 75% of negative reviews

Typically takes over 1 month to reply

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Rated 1 out of 5 stars

Disgusting company

Disgusting company. Purchased the ultra sonic toothbrush kit with the money back promise, it didn’t work for me and I asked for a refund and was just ignored. Avoid like the plague.

June 13, 2026
Unprompted review
Rated 1 out of 5 stars

Rubbish

Bought the ultrasonic tooth cleaner and powder... big mistake. More power from a manual toothbrush. Done nothing. When I approached the company with my complaint they didn't want to know. Avoid

January 30, 2025
Unprompted review
Smirk logo

Reply from Smirk

Hi Maz,

Firstly, we’re really sorry to hear about your experience and for the delay in getting back to you.

Just to provide a little context, Smirk is now under new ownership after the previous company, Smiles Powder UK Limited, went into liquidation last year. Since taking over, we made the decision not to continue selling the ultrasonic tooth cleaner, and it hasn’t been part of our product range for over a year.

We’ve been working through past messages and improving both our products and customer support since taking over. If you’d like to reach out to us at hello@getsmirk.com with your details, we’d be very happy to look into this for you.

Best,
Smirk Team :)

Rated 1 out of 5 stars

Awful company!

Awful company!

I bought the ultrasonic tooth cleaner and it completely ruined my teeth. Had to pay loads of money at the dentist to have it fixed and when I contacted customer service for a refund and told them what happened they just ignored me !!

Definitely avoid this company.

January 29, 2026
Unprompted review
Smirk logo

Reply from Smirk

Hi Kate,

We’re really sorry to hear about your experience, and we sincerely apologise that your review has gone unanswered for so long.

Just to provide a little context, Smiles Powder UK Limited (the original founding company behind Smirk) went into liquidation last year and we are now the new owners of Smirk.

Unfortunately , we’ve checked our current customer service inbox but haven’t been able to find any emails about this. If you’d like to reach out to us at hello@getsmirk.com, someone from our team will get back to you straight away!

Rated 3 out of 5 stars

Be aware of hefty import tariffs

The whitening/brightening powder really works. Unfortunately the import tariffs are off the charts. I bought a 35 euro container and had to pay an additional 30 euro for import - totally insane. I realize this is beyond their control but they really should post a disclaimer on their website. But I understand why they don't because sales would drop. I'll be looking for an alternative that's EU based.

October 16, 2025
Unprompted review
Smirk logo

Reply from Smirk

Hi Floris ,
Appreciate we've already been chatting about this over email but just wanted to clarify here our stance on Custom Fees.
We unfortunately have zero control over the amount set by the import country and do encourage everyone to consult the relevant resources available when ordering from a UK company.
Reminder to all our EU customers that you will be charged import fees from the UK as it is not in the EU!
We would love if this was something our customers didn't have to deal with but our hands are tied when it comes to import
duties : (

Rated 5 out of 5 stars

I love this product

I love this product, it’s easy and fast, I smoke and drink buckets of tea and although I clean my teeth more than twice a day the normal tooth paste doesn’t stop the staining but with the powder it is instantly white and I’ve only just brought the boost kits it’s really good for the extra white feeling absolute must have in my book

September 14, 2025
Unprompted review
Rated 4 out of 5 stars

Must try their whitening powder

I have tried quite a few Smirk products over the years and Smirk have clearly improved their products. I'm a big fan of the whitening powder which would get five stars alone. However a star is lost for Boost, Brighten & Extend kit, it's instructions and application method are unclear.

June 26, 2025
Unprompted review
Rated 5 out of 5 stars

Seen Actual Results!!!

Got the Boost Max Whitening Kit and have only used it 4 times, along with the PAP Powder but got 3 separate compliments on my teeth at the weekend!
Delighted with the standard of results, especially at the price point :))

June 3, 2025
Unprompted review
Smirk logo

Reply from Smirk

Thank you so much Larissa!

Rated 3 out of 5 stars

New owners are better, but I am still very upset

I puchased the Whitening Kit, which included an electric toothbrush. On the online shop, it's not possible to buy any new heads for the brush. I wrote both via e-mail and Instagram, but never got a reply.

4th June update:
Customer service did reply, even if the first replies got lost. They also replied kind of quickly (after 2-3 days) via IG DM’s. However, as it is a new owner, they didn’t refund me nor were able to send me a new item. They sent me a discount code, and said they are working on a new toothbrush, but didn’t say when it is going to be on the market. So, I had to buy a new electric toothbrush and I had to waste theirs.
I see that they are the new owners, but, still, I was left with a useless product (not compatible with any other toothbrush on the market).

May 15, 2025
Unprompted review
Smirk logo

Reply from Smirk

Hi Francesca,

We’re so sorry to hear that you were initially disappointed with your experience.

We want to clarify that we did respond to your original email just over an hour after it was received, and again three days later when you reached out to us on a different channel.

We understand that different channels can sometimes create confusion, but we genuinely strive to respond promptly and thoroughly to all customer inquiries.

We’re really glad we had the chance to clear things up with you directly over email and Instagram DMs, and we appreciate you acknowledging the misunderstanding. We also understand that you mentioned you'd update your review, and we’d be grateful if you’re still happy to do so—it really helps other customers get a balanced view of our service.

Do let us know if there’s anything else we can do, we’re here and happy to help!

Best wishes,
The Smirk Team :)

Rated 5 out of 5 stars

Best "PAP" Powder out there

The PAP powder from Smirk is incredibly good, I've tried HiSmile and Spotlight Orals but I found theirs to be not overly effective and they made my teeth slightly sensitive. Smirk's PAP powder made my teeth significantly whiter in just the first two days and I haven't felt any sensitivity issues at all. Great product and I will be buying again.

November 1, 2024
Unprompted review
Rated 5 out of 5 stars

Unreal stuff

Unreal stuff, miles better than a few other brands I’ve tried. Will definitely be grabbing more bits soon.

November 8, 2024
Unprompted review
Rated 5 out of 5 stars

Great product

Great product, Have very sensitive teeth and whitening strips were very harsh to use. Smirk’s PAP powder worked better than the strips and have had no trouble with my teeth since.

November 8, 2024
Unprompted review
Rated 5 out of 5 stars

Highly recommend!!

Ordered from Smirk for the first time recently and would highly recommend. Item was easy to track from the get go and was happy with how quickly it came. Will be ordering again soon!

November 11, 2024
Unprompted review
Rated 5 out of 5 stars

Brilliant company

I absolutely love everything about Smirk. From the first use of their electric toothbrushes I noticed an incredible difference in the way my teeth felt - super clean and fresh. This toothbrush has the perfect balance of soft yet firm bristles that give a deep clean without irritating your gums. The delivery is quick and easy and the customer service is exceptional especially Cormac who is always quick to respond and extremely helpful. Highly recommend for anyone looking to upgrade their oral care routine.

November 11, 2024
Unprompted review
Rated 5 out of 5 stars

Great product & customer service

I recently purchased the PAP whitening powder as my teeth were quite yellow, I have to say the product works very well. I also must point out the outstanding customer service, very quick to respond and I was well updated on the status of my order

November 1, 2024
Unprompted review
Rated 5 out of 5 stars

Best Whitening Powder

Great product and even better customer service. The website was so easy to use. I’ve used several different teeth whitening powders and I must sae Smirk gave me the best results. Definitely recommend.

November 8, 2024
Unprompted review

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