If you want teeth whitening in Maida Vale, Maida Smiles is a private dental clinic at 207 to 209 Sutherland Avenue, W9 1RU, two minutes on foot from Maida Vale tube station. Professional teeth whitening is a cosmetic treatment that lightens the natural colour of your teeth, and in the UK it can only be carried out by a dentist or a dental professional working under a dentist's direction. At our W9 practice you can choose Philips Zoom in surgery at £450, or Enlighten Evolution at £795, which combines custom trays worn at home with a top up at the clinic. Every course starts with a dental exam, so we can check that whitening suits your teeth and gums.
We are open Monday to Saturday, with late evenings until 8pm on Tuesdays and Thursdays.
Professional teeth whitening is the use of a bleaching gel, containing hydrogen peroxide or carbamide peroxide, to lighten the colour of natural teeth under the control of a dentist. According to the General Dental Council (GDC), products that contain or release between 0.1% and 6% hydrogen peroxide may only be supplied through treatment by a registered dentist, and they must not be used on anyone under 18. Products below 0.1% can be sold freely, and anything above 6% is prohibited for cosmetic use. The same limits apply to carbamide peroxide, which releases hydrogen peroxide as it works.
In practice, that means a legal course of whitening needs an exam, a dentist's prescription or direct supervision, and gel in the right strength. For the treatment in general, see our information on teeth whitening. This page is about having it done here in Maida Vale.
Searching for professional teeth whitening near me usually brings up beauty salons, kits and offers as well as dental clinics. The difference matters. A dentist can examine your mouth first, decide whether whitening is appropriate and treat any problem that would make it uncomfortable. The NHS describes having whitening done at a dental surgery, or with a kit from a dentist, as the safest way to do it.
Maida Smiles serves patients from Maida Vale, Little Venice and Warwick Avenue, and you can reach us without crossing central London. If you searched for teeth whitening W9, we are at the heart of it.
We offer two main routes, with the teeth whitening fees listed online. They differ in time commitment, how the treatment is delivered and cost.
| Option | How it works | Fee |
|---|---|---|
| Philips Zoom in surgery | One whitening appointment in the chair at Sutherland Avenue | £450 |
| Enlighten Evolution | Custom trays worn at home, plus a top up visit at the clinic | £795 |
Our fee page also lists Philips Zoom home whitening, a combined Zoom package, replacement trays per arch and a top up kit. Ask us at your exam which route suits you.
Philips Zoom is a whitening system carried out at the clinic in a single appointment. Your dentist protects your gums, applies the gel and uses a specialised light as part of the process. It suits people who prefer to have everything done in one sitting, perhaps before an event. You can find the product detail for Philips Zoom whitening.
Enlighten Evolution is a course that uses custom made trays you wear at home, together with a visit to the clinic for a top up. We take moulds of your teeth at the first appointment so the trays fit you. The information on Enlighten Evolution says the fee includes a home kit and one top up in the chair, and that the course runs over around two weeks of wear.
Because most of the treatment happens at home, Enlighten asks for a little patience and routine. If you would rather not wear trays, Zoom is the simpler fit.
Your dentist will advise after looking at your teeth. As a rough guide, choose Zoom if you want one appointment, and Enlighten if you are happy to follow a short home routine. We do not promise a particular shade. Results depend on your natural tooth colour, the cause of the staining and how you look after your teeth afterwards.
A whitening exam is a check of your teeth, gums and existing dental work to decide whether whitening is appropriate. The GDC says an appropriate clinical examination must take place before whitening products are used. Your dentist will look for decay, gum disease and worn enamel, and will talk through what whitening can and cannot do. You can read more about what a check involves in a dental examination.
A new patient exam is £110 and an existing patient exam is £95, with a £50 refundable deposit taken at booking and returned when you attend. Booking online registers you with us automatically. If you prefer, our new patient registration form takes two short steps, with your details first and medical questions second.
For Zoom, treatment happens in the chair in one appointment. For Enlighten, you have moulds taken, collect your trays and gel with instructions, and return for the top up. In both cases, your dentist explains how to use the gel and what to expect.
Your dentist will give aftercare advice. Whitening is not permanent, and tea, coffee, red wine and smoking can darken teeth again. Patients who have whitened with us can buy a top up kit, priced on our fee page, to maintain their colour.
Whitening only lightens natural teeth. According to the NHS, it does not work on crowns, dentures or implants, and our dentists also note it does not change fillings or veneers. If you have a lot of visible restorations, your dentist may suggest other cosmetic options, such as composite bonding or veneers, alongside or instead of whitening.
If your gums bleed or you suspect decay, a hygiene visit or a filling may come before whitening. A scale and polish is £115 and Airflow stain removal is £40, as listed with our dental hygiene services. Airflow lifts surface stains from tea and coffee. It is not whitening, and it does not change the natural shade of your teeth.
Tooth sensitivity is a temporary tingling or sharp feeling in a tooth, usually when something cold, hot or sweet touches it. The NHS lists sensitivity to cold and sweet food and drink as a possible effect of whitening, along with sore gums. If you already have sensitive teeth, tell your dentist before treatment, because they can plan around it. If sensitivity bothers you afterwards, contact us.
These are the fees listed on our website. Prices are for guidance and can vary with your treatment.
| Item | Fee |
|---|---|
| Philips Zoom in surgery | £450 |
| Enlighten Evolution | £795 |
| New patient exam | £110 |
| Existing patient exam | £95 |
| Scale and Polish | £115 |
Spreading the cost is possible. We offer 0% finance over 12 months on treatments above £250, arranged through dental finance. Finance is subject to status and a credit check, and we act as a credit broker, not a lender. Whitening is a cosmetic treatment, so please check with your own insurer before assuming a policy covers it.
Maida Smiles is at 207 to 209 Sutherland Avenue, London W9 1RU, two minutes on foot from Maida Vale tube station. Paid parking is available through ParkBee on Lanark Road, next to the practice. For directions and more about the area, see our Maida Vale practice.
| Day | Opening hours |
|---|---|
| Monday | 09:00 to 18:00 |
| Tuesday | 09:00 to 20:00 |
| Wednesday | 09:00 to 18:00 |
| Thursday | 09:00 to 20:00 |
| Friday | 09:00 to 18:00 |
| Saturday | 09:00 to 18:00 |
We are a private practice, and our website footer states that we are GDC registered and CQC registered. [CONFIRM: GDC registration wording for the clinic and the named dentists who carry out whitening, with GDC numbers] Whitening is carried out by our dental team, with an exam first, a clear fee and no pressure to commit on the day.
You can book online or call 020 3583 9809. You can also get a free consultation if you would like to talk through your options first.
No. A dentist needs to check your teeth and gums first, and the GDC says an appropriate clinical examination should take place before whitening products are used. The exam is the first step of every course.
In the UK, whitening is the practice of dentistry, and the GDC says only dentists and other registered dental professionals may carry it out. Products that release more than 0.1% hydrogen peroxide may only be supplied through a registered dentist. If a salon offers it, ask who is carrying it out and check their registration on the GDC website.
Philips Zoom in surgery is £450 and Enlighten Evolution is £795 on our fee page. You will also need an exam, at £110 for new patients and £95 for existing patients. [CONFIRM: current fees on the day of publishing]
No. Whitening only lightens natural teeth. Crowns, veneers, bonding and fillings keep their colour, so your dentist will talk through how your natural teeth and existing work will look together.
No. It is not for under 18s, and the NHS advises against it during pregnancy and breastfeeding and when teeth or gums are unhealthy. Your dentist will decide after your exam whether it is appropriate for you.
Some people notice sensitivity to cold or sweet food and drink, or sore gums, according to the NHS. Tell your dentist if you have sensitive teeth already so they can plan for it. If it bothers you afterwards, get in touch.
Whitening is not permanent. How long your result lasts depends on what you eat and drink, whether you smoke and how well you look after your teeth. We offer a top up kit for patients who have whitened with us.
We are open until 8pm on Tuesdays and Thursdays and from 09:00 to 18:00 on Saturdays. [CONFIRM: whitening appointments offered in evening and Saturday slots]
Book teeth whitening in Maida Vale: call 020 3583 9809 or book online. We are at 207 to 209 Sutherland Avenue, W9 1RU.
Call 020 3583 9809Address: 207-209 Sutherland Ave, London W9 1RU. Get directions.
Paid parking is available using ParkBee on Lanark Road (the road right next to the practice). For public transport users, we are a two-minute walk from Maida Vale tube station.
4,8
I could not be more satisfied with my experience at Maida Smiles - A special mention to Dr Gurteurez who is one of the most friendly and professional dentists I have ever met
Adam
I had my first visit and the team was very warm, caring and professional. The online booking platform makes it very easy to arrange your appointment. Doctor Pedro made me feel comfortable despite this being my first appointment since Covid. He is incredibly knowledgeable and offers you the best treatment for your specific condition. I would highly recommend them
Gian Paolo Ziletti
Professional. Friendly. Informative. Maida Smiles offers great dental services including cleanings, oral surgery and realignment. I feel very lucky to have them so close by. I had an appointment just this week that was quick, thorough and safe.
Emily Chmura
Being very nervous about using dentists after a terrible experience when I was younger, I came to Maida Smiles and loved the calm patient demeanour of Pedro. You can clearly see Pedro and the team take pride in what they do and are perfectionists. The whole experience was great and I will never go to another dentist again.
Reena Nathwani
Delighted with the outcome of my treatment by Pedro. Meticulous attention to detail explaining exactly how the procedure would be carried out from first consultation to completion backed up with supporting guidance notes. Clearly an expert in his field and someone who cares passionately about the outcomes for his patients. Highly recommended.
George Jones
I loved my first visit to Maida Smile Dental Clinic. The staff member at reception was very warm, welcoming and professional. My dentist, Priscilla, and her assistant were fantastic. I have quite sensitive teeth near my gums and I can find the probing and investigation quite uncomfortable during a consultation, but this wasn’t the case at all. I didn’t experience discomfort and felt in very safe hands. This also applied to the hygienist work. I didn’t even have to ask Priscilla to avoid using the ultra sound cleaner on the sensitive areas of my teeth. I’m looking forward to going back, and that’s not often you can say that about going to the dentist!
Simone Gibson
Since I first had the luck to be recommended and book an appointment with Dr. Pedro Gutierres over 8 years ago, I have never trusted my dental health nor my family’s to anyone else. It’s very hard to find a dentist who ticks all the boxes and even goes beyond any expectations you may have, from service, sympathy, professionalism, and expertise, etc., 5 stars are not enough to rate him. I was so happy when he opened his own clinic and surrounded himself with the best professionals you can find, I cannot recommend Maida Smiles Dental Clinic enough.
Sofia Gouveia
Maida Smiles Dental Clinic is excellent!! The staff is very friendly, professional and always aiming for the customers best experience! A special thank you to Dr. Pedro Gutierres who is truly amazing. I am absolutely satisfied with the results and highly recommend this great dental clinic!
Ana Cruz
Dr. Pedro Gutierres is the best Implantologist I have come across. His work is amazing and of very high quality! I would highly recommend him and Maida Smiles to all my friends and family. If you want the perfect smile this is the place to go.
Blossom
“Pedro was so patient and professional throughout my treatment for my implants.. I chose to have my treatment with a local anaesthetic rather than any sedation and have a very bad gag reflex when anything touches the back of my throat. His patience throughout the experience was wonderful, completely putting me at ease and he also gave me a technique to help me in the future. I have seen him for my follow up and fully intend to book an annual visit in 2020. which is no small thing as I live 60 miles away.I can thoroughly recommend him for any treatment.”
Denise Gilbert
I was very nervous to pull my ingrown wisdom tooth. Dr Pedro Guiterres made me feel really comfortable and the job was completed very professionally. It didn’t take long at all and I didn’t feel any pain. I would definitely recommend his service at this practice.
Jihan Daoud
From the day I made my first appointment. The team at Maida smile were amazing. They didn’t treat me like a customer but more like family. They have been great in every step in FINALLY GETTING MY DREAM SMILE from the receptionist to my dentist Pedro Laranjeira I can’t thank you enough and of course Pedro Laranjeira beautiful wife…… they are very professional and understand that I had to change my appointment now and then for work commitments and they were very understand. I will defo recommend them 100% not forgetting how chic the office is
Tracy Mensah
I was very nervous about having a dental implant but was immediately put at ease by Dr Pedro Gutierres. The procedure was explained in full and the care both during and after treatment has been of the highest standard. I received advice on how to look after my implant and have had no problems. I highly recommend.
Dawn Briggs
I had 7 implants installed by Dr Pedro Gutierres, including one which required a bone graft. In my 70 years I’ve had some bad experiences with dental treatment so it takes a lot for me to relax but, from my initial consultation, through to the end of the treatment, I had complete trust in Pedro’s expertise: preparations for the treatment and after-care were extremely thorough and fully explained, the treatment itself was surprisingly endurable (considering what was involved) and the implants have made a major difference to my life. If you are considering implants then I would whole-heartedly and sincerely recommend Pedro for this work.
Russ Hickman
I couldn’t recommend Maida Smiles enough: the care, attention to detail and the way Dentists and Nurses made sure I felt comfortable and safe throughout the treatments was incredible. Dr Pedro explained the treatments in detail to me and I have never felt under pressure to proceed… but I am very glad I did as I am happy and confident to smile again!
Mariana Pinheiro
Highly recommend this place to anybody looking for a friendly and trustworthy practice with an incredibly friendly and patient staff. Dr Pedro has been one of the best dentists I’ve ever had, he made me feel comfortable and were very knowledgeable in explaining every step of what he was doing and answering all of my questions. Amazing thorough the procedure, excellent communication, superb and professional treatment. I hope they keep it this way for a long time.
Joas Souza
Dr Pedro is a very good, confident and experienced professional. I’ve known him for some years now and always felt well cared for, either for small or bigger treatments.The facilities of the clinic are amazing and all the staff are very friendly. Highly recommended.”
Nelson Cafruni
I went to different clinics before, and nobody could really convince me until Maida Smiles did. The team here makes you comfortable , shows you different options and different budgets , and doesn't try to make you go only for one plan. I felt that the team was knowledgeable and wanted to help me , so that's why I decided to start
Diogo
I was referred to Dr. Pedro who did such a wonderful job with my teeth. The staff was extremely professional, they put you at ease, and it just made the whole experience easier. I've never looked back since
Theresa
"I told him, 'I want beautiful teeth, beautiful but natural, I don't want fake looking teeth.' Now I smile, I talk... it just makes you more confident. If you wear a beautiful nice suit... you have beautiful teeth, then it's like a perfect."
Louca
"I went to my hygienist a little while ago, and she said to me they were the best implants that she'd ever seen and she would never have known that they weren't my real teeth."
Sharon
Dr. Pedro explained the process of Invisalign to me. It sounded easy, it was quite a quick process, and the end result is my teeth moved back, so I'm quite happy.
Soula
I feel like I've not just developed a professional relationship with my dentist and the staff... they become more like friends as well, because of the kind of compassion and sympathy that they give you during treatment.
Alvin
"After a friend recommended the clinic, I was referred to Dr. Pedro, who did such a wonderful job with my teeth. The staff was extremely professional; they put you at ease, and it just made the whole experience easier. They have more than met my expectations. I have to have a few more implants, and I'm not afraid anymore. Now, finally, I can live again."
Lesley
"After not having a great experience with previous dental treatments, I was desperate for someone that I trusted. I broke a tooth, and even before I saw Dr. Pedro, he reassured me that I was going to be fine. He made me feel very comfortable and at ease. It was an amazing experience, from not only Dr. Pedro but also all the staff in the clinic, and I would definitely recommend [them] ".
Mariana
I chose Maida Smiles because of the reviews and a friend who was really happy with the results. The results definitely met my expectations. My expressions are much more smooth than before and it really makes the difference
Carolina
I’m very grateful for the quick and efficient service I received when I needed an emergency appointment. The staff were kind and accommodating, and the dentist provided clear, helpful advice that made a real difference. The whole experience was reassuring. Highly recommend their professionalism and expertise!
Safiya Guled
I am always anxious when having to see the dentist and this was one of my first experiences with Maida Smiles. The dentist, Benedict Harrison was very reassuring and immediately put me at ease. He was quite lucid in his explanations of what had to be done, etcetera, and is making good progress with the ongoing treatment. Also, the rest of the staff were friendly and just plain nice.
John Jacobs
Wow wow Dr Claudia is the best dentist in London, my kid adores her and it is always a pleasant visit. Can’t recommend her enough
Bel Cohn
I am delighted with the results of my replacement veneers.
Dr Benedict Harrison was very good at talking me through the whole process and keeping me informed during the treatment if there were any issues - which there weren’t.
He has a charming demeanour which is an added advantage in a dentist, who I think we all agree are not our favourite people, overall a 5 star experience.
Karen Shepherd
I went to the Maida Smiles Clinic for the first time and had the most wonderful experience! I am dentist phobic but strangely left the place with a big smile on my face (literally!). The receptionist was super kind, Susan was impeccable and very helpful, and I had my appointment with the most amazing dentist Dr Mafalda Vilhena. Couldn’t recommend her enough. She explains the whole procedure and is very rigorous in her work. Congratulations to Dr Pedro Gutierres for creating such an excellent working environment and to all the team. I will be back and bringing my family along and we don’t even live in Maida Vale. Thank you for such an impeccable job on my teeth and for taking my fear of dentists away. Note: they don’t cover NHS, only private bookings or with insurance.
Maria Monteiro
