The present invention provides an improved dental whitening method and composition, and method of conducting business thereby, having reduced teeth and oral tissue sensitivity, which comprises the application of a whitening composition, which is either preceded or followed by the application of a teeth desensitizing composition, and optionally the prior, simultaneous or subsequent application of additional dental active compounds, adjuvants or excipients. The whitening and desensitizing compositions are discreetly and separately applied, and in preferred embodiments are applied from custom made trays fabricated from dental impressions taken or made by the user.