MIDTOWN MANHATTAN · 274 MADISON AVENUE
Professional Teeth Whitening in Midtown Manhattan
Lighten the natural color of your teeth with in-office or take-home whitening, after an exam to make sure it suits you.

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- Platinum Invisalign Provider 2025
- FICOI · FAAIP implant fellowships
- Open Sundays and two evenings a week
Dentist on Madison offers teeth whitening in Midtown Manhattan at its office at 274 Madison Avenue. Professional whitening lightens the natural color of your teeth with a peroxide gel, used under a dentist's supervision. We offer two options from the Zoom whitening system: whitening in our office and take-home kits with custom-fitted trays. Before either one, we check your teeth and gums, because whitening works only on natural tooth surfaces and isn't right for everyone.
Who teeth whitening can help
Whitening is most effective on discoloration that builds up over time, such as:
- yellowing that comes with age
- stains from coffee, tea, red wine, dark sauces or berries
- staining from tobacco
It also helps when you're planning other work. If you're considering veneers or crowns on front teeth, whitening first lets us match the new work to your lighter shade. Many patients whiten after finishing Invisalign, too.
Whitening isn't for everyone. We don't recommend it during pregnancy or while nursing, or for children under 13. Cavities, gum disease, exposed roots and very sensitive teeth need attention first. Crowns, veneers, fillings and bonding don't change color with whitening, so visible restorations may stand out afterward. Some deep stains, such as gray discoloration from certain medications or a tooth that darkened after an injury, respond slowly or only a little. In those cases, veneers or another treatment may give a better result.
What professional whitening is
Tooth color comes partly from the enamel surface and partly from the layer beneath it. Whitening gels contain hydrogen peroxide, or carbamide peroxide, which breaks down into hydrogen peroxide. The peroxide passes into the tooth and breaks apart the molecules that cause discoloration, so the tooth looks lighter.
Most whitening toothpastes work mainly by polishing away surface stains, so they can't change the underlying color the way a peroxide gel can. Professional whitening also differs from store-bought kits in how the gel is applied: with your gums protected in the office, or in trays made to fit your teeth at home.
We offer two professional options:
- Zoom in-office whitening. Done in one visit at our office on Madison Avenue. The whitening itself typically takes about an hour, with your gums and lips protected throughout.
- Zoom take-home kits. Trays custom-fitted to your teeth, plus whitening gel and instructions, so you can whiten at home on your own schedule. The course typically takes about two weeks.
The in-office treatment works faster, while the take-home kit lightens teeth gradually and suits people who prefer to whiten at home. Some people use a take-home kit later for touch-ups.
Benefits and what to expect
Whitening under a dentist's care has practical advantages:
- your teeth and gums are checked first, so problems such as cavities are found before whitening
- the gel is applied with your gums protected, or in trays made for your teeth, which keeps it where it belongs
- we can suggest the option that suits your stains, schedule and sensitivity
How much lighter your teeth become varies. It depends on your starting shade, the kind of staining and your teeth themselves. Yellowish discoloration usually responds better than gray. We can record your starting shade at the exam so you can compare afterward.
The most common side effect is temporary sensitivity, and some people have mild gum irritation where gel touched the gums. Both are usually short-lived, and sensitivity often settles within a day or two. Whitening results fade gradually, faster with coffee, tea, red wine and tobacco. Daily brushing and flossing, regular cleanings and occasional touch-ups help your teeth stay brighter for longer.
How whitening works, step by step
- Consultation and exam. We talk about your goals, examine your teeth and gums, note any restorations that won't change color and help you choose between in-office and take-home whitening.
- Preparation. For in-office whitening, we clean the tooth surfaces and place protective barriers over your gums and lips.
- Whitening gel. We apply the Zoom gel, which contains hydrogen peroxide, to the front surfaces of your teeth.
- The light. A Zoom LED light is positioned over your teeth while the gel works.
- Rinse and repeat. The gel is removed and reapplied, up to three times in one visit.
- Finishing. We finish with a gel meant to ease sensitivity and give you aftercare instructions.
- Take-home kits. If you choose a kit instead, we take a scan or impressions to make your custom trays, then show you how much gel to use and how long to wear the trays.

YOUR DENTIST
Dr. Avner C. Mullokandov
D.D.S., FICOI, FAAIP
Dr. Avner C. Mullokandov, D.D.S., is a cosmetic and implant dentist and a native New Yorker practicing on Madison Avenue in Manhattan. He speaks English, Spanish, Russian and Farsi.
Read Dr. Avner’s profileCOST, INSURANCE AND PAYMENT
Cost, insurance and payment
The fee depends on whether you choose in-office whitening, a take-home kit or both, and we'll confirm it at your consultation. Coverage depends on your dental plan, so ask your insurer whether whitening is covered for you.
We accept 20 insurance carriers, listed on our insurance page. Being on the list doesn't guarantee coverage, because benefits depend on each plan. You can pay with cash, a check or a major credit card, and payment plans through Cherry are available, subject to Cherry's approval. See payment plans for details.
QUESTIONS
Frequently asked questions
How long do whitening results last?
It varies from person to person. Coffee, tea, red wine, tobacco and how well you clean your teeth all affect how quickly color returns. Regular cleanings and occasional touch-ups, such as a take-home kit, help results last longer.
Will whitening make my teeth sensitive?
It might, for a short time. Sensitivity is the most common side effect and usually settles within a day or two. After in-office whitening we apply a gel meant to ease sensitivity, and if your teeth are already sensitive, tell us at the exam so we can plan around it.
Is professional whitening safe?
For most adults with healthy teeth and gums, professional whitening is considered safe when a dentist checks your mouth first and the gel is used as directed. Sensitivity and gum irritation can occur but are usually temporary, and we protect your gums and lips during in-office treatment. We don't recommend whitening during pregnancy or while nursing, or for children under 13.
Will whitening change the color of my crowns or fillings?
No. Whitening works only on natural teeth, so crowns, veneers, fillings and bonding keep their color. If restorations show when you smile, we'll talk before whitening about whether any of them should be replaced afterward to match your new shade.
Should I choose in-office whitening or a take-home kit?
In-office whitening is done in one visit, which suits people who want results sooner. A take-home kit works gradually over about two weeks and lets you whiten on your own schedule. We'll help you decide based on your stains, your sensitivity and your timing.
What should I avoid right after whitening?
For the first day or two, go easy on coffee, tea, red wine, dark sauces and tobacco, since freshly whitened teeth pick up stains more easily. Follow the aftercare instructions we give you, and call the office if sensitivity doesn't ease.
VISIT US
Talk with us about teeth whitening.
Request an appointment online or call the office. A request is not a confirmed appointment; our front desk will contact you.
Dentist on Madison
274 Madison Ave, Rm 202, New York, NY 10016Madison Avenue at East 40th Street, Midtown Manhattan
- Monday & Thursday
- 12 PM to 8 PM
- Tuesday
- 11 AM to 5 PM
- Wednesday
- 10 AM to 6 PM
- Friday
- 8 AM to 5 PM
- Sunday
- 10 AM to 5 PM
- Saturday
- Closed


