Can you please share a little about your background and how you landed in the world of dentistry?
I grew up in Bolton and, like many people, I wasn’t sure what I wanted to do until I did some work experience at a dental practice at the age of 15. I was completely blown away by a cosmetic dentist I shadowed for the week. The way patients reacted when they saw their new teeth really stuck with me, the confidence it gave them and the gratitude they had towards the dentist for changing their lives made a lasting impression. I knew then it was something I wanted to be a part of.
What inspired you to start Icy Bear and what do you think makes it unique?
As a cosmetic dentist, patients were constantly asking me what the best products were for maintaining their teeth at home. I saw a real gap in the market for premium, professionally formulated products that offered both maintenance and whitening from the comfort of home.
Icy Bear is unique in that we truly focus on educating our customers about proper oral care routines. While whitening is a core pillar of the brand, oral health is equally important to us. We’re all about restoring, protecting, and whitening teeth using high-quality, trusted products.
Sustainability is a big part of the brand's ethos, why was this important to you?
I’ve always been really conscious about recycling and reducing my own personal carbon footprint, so it made perfect sense to carry that same ethos into the brand. We've reduced our packaging, introduced recyclable elements to our products, and we’re now developing refillable toothpastes and mouthwashes to further our commitment to sustainability.
Teeth whitening is a very results-driven process - was it quite challenging to develop the right formula that you knew would work?
Absolutely! A lot of time was spent working closely with our manufacturers to ensure we used the perfect formulations and key ingredients. I’ve been very hands-on with the development of all our products, which is something I’m really proud of. As a dentist, I have the knowledge of the ingredients we use in practice, and I’ve been able to incorporate those into our everyday product range.
What would be an ideal weekly oral routine for someone, using Icy Bear products?
I always recommend a simple 4-step routine to my patients: rinse, floss, clean, and brush.
Start with our mouthwash to remove larger food particles, then floss - either with a water flosser or regular floss - to eliminate plaque between the teeth. Next, clean your tongue using our metal tongue scraper to remove odour-causing bacteria. Finally, brush for two minutes with our Diamond Whitening Toothpaste to remove stains and protect enamel.
For whitening treatments, we offer kits, strips, and our brand-new Advanced 3D Teeth Whitening Strips.
What does a typical day look like for you?
No two days are the same! I start my morning by giving the kids breakfast and taking them to nursery. Then I usually have meetings with the team, agencies, and suppliers. A large part of my day is spent filming content. Around 5pm, I pick the kids up, and it’s straight into the evening routine then I often finish the day with a late TikTok Live!
What has been your proudest achievement to date?
Aside from my children, my proudest achievement has been growing the brand tenfold in just one year. The growth we’ve seen with Icy Bear has been incredible, and to look back at what we've achieved in such a short space of time genuinely fills me with excitement for what’s next.
You're a very busy mum of two, how have you found the work/life balance of starting a business and raising a young family?
The balancing act is definitely tough! I often struggle with mum guilt, but I make sure I’m really present with my kids when I’m not working. I’m lucky to have an amazing support system with grandparents, nursery, and others who help. I definitely couldn’t have done it all without that structure in place.
Are there any mantras/outlooks which have helped you through challenging times?
My favourite one is: "Stick to the plan, not to your mood." It’s a simple reminder that consistency beats emotion, especially when running a business.
What’s next for Icy Bear?
We’ve just secured a major retail deal for August, which is incredibly exciting! We also have big plans for growth this year, with lots of new product launches, campaigns, and partnerships on the horizon. It’s a huge year for Icy Bear, and we’re getting closer and closer to becoming the super-brand I know we’re destined to be!
