The study evaluated the influence of whitening dentifrice containing activated charcoal on microhardness (MH), surface roughness (Ra) and colorimetry of tooth enamel. A total of 60 healthy bovine incisor teeth were used and divided into: G1 (regular non-whitening toothpaste), G2 (conventional whitening toothpaste), G3 (activated charcoal based whitening toothpaste) and G4 (10% carbamide peroxide gel - PC10). Groups G1, G2 and G3 underwent simulated toothbrushing for 14 days, while G4 received bleaching treatment for the same time. The readings of MH, Ra and colorimetry were performed before any intervention (T0 - baseline) and at the end of 14 days of the proposed treatments (T1). After confirming the normality of the data, the results of MH, Ra and colorimetry were subjected to 2-factor ANOVA for repeated measures (α = 5%). For MH, there were no statistical differences in G1, G2 and G3, only in G4. Considering Ra, a significant increase was observed in G2 and G3, with no statistical differences found in the other groups. Regarding colorimetry, the average color difference (ΔE) was greater in the G4 group (11.30 ± 4.31), even compared to the groups submitted to the whitening dentifrices: G2 (5.13 ± 2.75) and G3 (5.86 ± 3.66). It was concluded that the use of a whitening toothpaste containing activated charcoal caused deleterious effects on the enamel Ra, but did not affect the microhardness of the substrate, besides promoting a color change inferior to the regular non-bleaching toothpaste or PC10 gel. Key words:Whitening dentifrice, charcoal, roughness, microhardness.