The aim of this clinical study was to evaluate tooth color changes (ΔE) and tooth sensitivity (TS) associated with whitening dentifrices. Sixty participants were selected according to inclusion and exclusion criteria and then allocated to three groups (n = 20): Colgate Luminous White (G1), Close Up White Now (G2) and Sorriso dentifrice (G3-control). The participants were instructed to use only the provided dentifrice and toothbrush in standardized oral hygiene procedures for 4 weeks. ΔE was assessed by spectrophotometry (CIELab System) whereas TS was determined by a visual analog scale at baseline and weekly using four assessment points. The data were analyzed by two-way ANOVA and Tukey’s post-hoc test and Friedman test (α = 0.05). ΔE (baseline-assessment point 4) showed no significant difference (p>0.05) across the groups: G1 (ΔE = 5.1), G2 (ΔE = 6.8), and G3 (ΔE = 4.4). Δb (baseline-assessment point 4) was significantly different (p < 0.05) in G2 (3.8) when compared to G1 (-0.2) and G3 (0.3). There was no significant difference (p > 0.05) in TS at baseline. Both the control and whitening dentifrices caused similar tooth color changes (ΔE). There was no significant TS during the study period.