Dentist Bill Dorfman, the Los Angeles-based founder of tooth-whitening company Discus Dental, scoffs at the many fluoride-free brands on the market.

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Another reason the Waterlase and Biolase's other product, a tooth-whitening laser, appeal to customers is that they sound so high tech.

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Lornamead is also producing tooth-whitening kits for U.K. pharmacy Boots.

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