It’s called “Rockstar White” and its pink packaging – with silver metallic deco on its box – will no doubt cause this new at-home teeth whitening kit to stand apart from other personal care brands.

There is also a black package, for the guys – called “High Energy,” and its spearmint flavor.

The kit in the pink box is called “Be Kissable,” and this packaging was designed to help raise money for Breast Cancer Research. A percentage of the profits from sales of this item will be donated.

Both formulas are natural. The kits contain a whitening gel packaged in a syringe, and a mold. Users need to leave the mold in place 30 minutes to one hour, daily. The kits retail for $47.95, and include 27 treatments.

Rockstar White was founded in 2007 by a periodontist, Dr. Dennis Hunt. He did not initially set out to create a whitening product but an antimicrobial agent for his patients that would not stain teeth like most others do.

The natural whitening gel contains a high concentration of hydrogen peroxide, made possible due to the use of desensitizers in the formula. The product will provide the quickest whitening results, of any retail product, according to Hunt.