What Smile Brilliant does

Smile Brilliant Ventures Inc. (operating as Smile Brilliant) is a St. Louis, Missouri-based direct-to-consumer dental lab and oral care company founded in 2012 by Betty Shah alongside co-founders Amir Shah and Michael Bluestone. The company manufactures custom-fitted oral care appliances from customer-supplied dental impressions at its own lab, using laser scanning and 3D printing for precision fit. Its core product systems are teeth whitening trays (T3, T6, and T9 packages priced $149.95-$189.95 using 22% carbamide peroxide gel), custom night guards for bruxism, and custom sports mouth guards, all backed by proprietary trademarks including FreshTec™ individually sealed gel packaging and Stiki-Gel™ adhesion formula. The cariPRO™ sub-brand extends the offering into adjacent oral care categories: electric toothbrushes, water flossers, dental probiotics (adults and kids), the Lasso™ tongue scraper, plaque highlighters, Enamel Armour™ sensitivity gel, and an ultrasonic tray cleaner.

Revenue mechanics combine one-time purchases (whitening systems, appliances, oral care products), recurring subscriptions (replacement brush heads at $13 every 3 months), stored-model tray reorders, and an insurance discount distribution channel covering 40+ carriers including United Concordia, GEHA, Guardian, Aetna, Cigna, Delta Dental, Humana, MetLife, and Kaiser Permanente. Go-to-market is a direct-to-consumer e-commerce model on smilebrilliant.com supplemented by paid social, content/SEO, email marketing, and the insurance member-discount channel; free 3-way shipping and a 45-day money-back guarantee reduce purchase friction. International shipping extends the addressable market globally with stated restrictions in Alaska, Iowa, Rhode Island, Utah, Vermont, and Washington. The company is family-owned and private, employs 11-50 people, has not disclosed any external funding, and reports serving nearly 1 million customers with 47% year-over-year revenue growth following a WooCommerce/Klaviyo platform migration. Most recent strategic moves include a 2026 skincare line launch through a multi-year R&D partnership with Formulate Labs and ongoing expansion of the cariPRO consumables portfolio.

Name

Smile Brilliant

Legal name

Smile Brilliant Ventures Inc.

Website

https://smilebrilliant.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Smile Brilliant is a St. Louis-based direct-to-consumer dental lab that makes custom-fitted teeth whitening trays, night guards, and sports guards from customer dental impressions, and sells a broader cariPRO oral care line to general consumers and insurance-plan members.

Ownership category

akta.pro rank

Product category

Custom Dental Products & Consumer Oral Care

NAICS

Dental Laboratories (339116), Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

akta.pro secondary industries

Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF), Electric Toothbrushes & Power Brush Heads (CRABAFAC)

Keywords

• Custom teeth whitening trays
• Custom night guards
• Professional oral care
• Dental hygiene products
• Whitening gel refills

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (Teeth Whitening Systems): One-time purchase of custom-fitted teeth whitening tray systems with various gel quantities (T3, T6, T9 packages ranging $149-$189). Includes impression kit, custom trays, and whitening/desensitizing gel syringes.
2. Product Sales (Oral Care): Sale of oral care products including electric toothbrushes, water flossers, tongue scrapers, dental probiotics, plaque highlighters, and replacement brush heads. Both one-time and subscription options available.
3. Subscription/Reorder Revenue: Subscription model for replacement brush heads, gel refills, and other consumables. Auto-reorder capability for night guards and whitening trays from stored dental models.
4. Insurance Partnership Revenue: Revenue generated through insurance member discount programs where Smile Brilliant offers products at discounted rates to members of partnered insurance providers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Smile Brilliant operates a direct-to-consumer dental lab that converts customer-supplied dental impressions into custom-fitted teeth whitening trays, night guards, and sports mouth guards using laser scanning and 3D printing. Its product portfolio also spans the cariPRO branded oral care line (electric toothbrushes, water flossers, replacement brush heads, dental probiotics, tongue scrapers, plaque highlighters, enamel care, and ultrasonic cleaners) plus whitening and desensitizing gel refills, and a recently launched skincare line developed with Formulate Labs.

Product overview

Smile Brilliant is America's largest direct-to-consumer dental lab offering professional teeth whitening and oral care products. The core offering consists of custom-fitted teeth whitening systems (T3, T6, T9) and custom night guards/sports guards made from dental impressions sent by customers to their lab. The cariPRO sub-brand encompasses a comprehensive oral care line including electric toothbrushes, water flossers, replacement brush heads, dental probiotics (adults and kids), tongue scrapers, plaque highlighters, enamel care products, and ultrasonic cleaners. The company recently expanded into skincare through a partnership with Formulate Labs. Smile Brilliant also operates insurance discount programs and offers an uninsured discount program, positioning itself as both a product company and a dental savings platform. All custom trays and guards come with a lifetime reorder program using stored dental models.

Differentiator

Problem solved

Functional benefit

Brands

• cariPRO: Premium oral care product line including electric toothbrushes, water flossers, dental probiotics, tongue scrapers, plaque highlighters, and enamel care products.

Products and services

• T9 Deluxe Teeth Whitening System Premium custom teeth whitening kit for heavy stains. Includes a pair of custom-fitted whitening trays made from the customer's dental impressions, 9 syringes of professional 22% carbamide peroxide whitening gel, and 9 syringes of desensitizing gel, providing 27-36 applications. Targeted at adult consumers with significant staining who want dentist-grade results at home.
• T6 Teeth Whitening System Mid-tier custom teeth whitening kit for average stains. Includes custom-fitted upper and lower whitening trays, 6 syringes of professional whitening gel, and 6 syringes of desensitizing gel, providing 18-24 applications. Targeted at adult consumers with moderate discoloration.
• T3 Teeth Whitening System Entry-level custom teeth whitening kit for light stains. Includes custom-fitted whitening trays, 3 syringes of professional whitening gel, and 3 syringes of desensitizing gel, providing 9-12 applications. Targeted at first-time whitening users and consumers with mild discoloration.
• Custom Night Guards Custom-fitted night guard system for individuals who grind their teeth (bruxism). Includes impression kit and custom-molded upper and/or lower guards designed to prevent enamel wear, jaw pain, headaches, and tooth damage caused by nighttime grinding. Sold to individual consumers through the DTC site.
• ProShield Custom Sports Mouth Guards Custom-fitted sports mouth guard made from the customer's dental impressions, intended for athletes who require dental protection during sports activities. Designed for a personalized fit to improve comfort and protection versus boil-and-bite alternatives.
• Professional Strength Teeth Whitening Gel Refill syringes of professional 22% carbamide peroxide whitening gel sold separately from the original whitening kit. Available in 3, 6, or 9 syringe packs and packaged using Smile Brilliant's FreshTec™ individually sealed foil technology to extend shelf life. Used by existing customers to replenish their custom trays.
• Desensitizing Gel Fluoride-infused remineralization gel designed to be applied after whitening sessions to block dentinal pores, reduce tooth sensitivity, and support natural rehydration. Sold as a standalone refill product to existing whitening customers.
• cariPRO Electric Toothbrush Premium electric toothbrush sold under the cariPRO™ sub-brand. Marketed as the foundation of the cariPRO at-home preventive oral care routine, with advanced brushing technology for daily plaque removal.
• cariPRO Cordless Water Flosser Cordless electric water flosser sold under the cariPRO™ sub-brand, designed for thorough interdental cleaning as part of an at-home preventive oral care routine.
• cariPRO Replacement Toothbrush Heads Premium replacement brush heads with DuPont bristles for the cariPRO electric toothbrush (CP2001 series). Available in 2, 4, or 8 packs, with subscription and one-time purchase options. Priced approximately 40% below comparable premium replacement heads.
• cariPRO Dental Probiotics (Adults) Oral probiotic supplement for adults targeting bad breath, immune support, cavity prevention, and oral microbiome balance. Sold as a standalone daily-use product under the cariPRO™ sub-brand.
• cariPRO Dental Probiotics (Kids) Oral probiotic supplement formulated for children to support oral health, fresh breath, and cavity prevention from an early age. Sold under the cariPRO™ sub-brand.
• cariPRO Lasso Tongue Scraper Premium tongue scraper with a proprietary Lasso-shaped design made from medical-grade steel, intended to funnel bacteria to the center of the tongue for easier removal. Marketed as removing up to 4x more bacteria than traditional scrapers in 10 seconds. Sold individually, in couples' packs, and as part of healthy breath bundles; carries a lifetime warranty and includes a free travel case.
• cariPRO Enamel Armour Enamel-rebuilding and sensitivity-reduction gel sold under the cariPRO™ sub-brand. Marketed to help remineralize enamel and reduce tooth sensitivity, including in combination with whitening treatments.
• cariPRO Plaque Highlighters (Adults) Oral disclosing tablets under the cariPRO™ sub-brand that temporarily highlight plaque and tartar buildup with a temporary pink dye to help adults improve brushing technique and habits.
• Plaque Highlighters for Kids Child-friendly oral disclosing tablets (ages 5+) that temporarily highlight plaque buildup to make effective brushing engaging and educational. Sold in 30-day, 60-day, and 90-day supplies; individually sealed, gluten-free, sugar-free, and vegan certified.
• cariPRO Ultrasonic Tray Cleaner Ultrasonic cleaning device with integrated UV light, sold under the cariPRO™ sub-brand for deep cleaning of night guards, whitening trays, retainers, and clear aligners without harsh chemicals.
• Dental Floss Picks U-shaped disposable floss tool sold individually for convenient interdental cleaning as part of Smile Brilliant's general oral care offering.
• Tray Cleaning Tablets Effervescent cleaning tablets formulated to clean night guards, whitening trays, retainers, and clear aligners. Sold as a consumable accessory to Smile Brilliant's custom dental appliances.
• Dental Stain Concealer (Purple Toothpaste) Color-correcting purple toothpaste marketed as a dental stain concealer that provides immediate cosmetic coverage of stained teeth for a brighter appearance between whitening treatments.
• Smile Brilliant Skincare Line Nourishing skincare routine products developed through Smile Brilliant's multi-year R&D partnership with Formulate Labs. Targets fine lines, breakouts, visible pores, dark spots, firmness, rosacea, and scarring concerns. Marketed under the Smile Brilliant brand, extending the company beyond oral care into adjacent personal care.
• Insurance Member Discount Program Dental savings program offering Smile Brilliant products at discounted rates to members of partnered insurance providers (GEHA, Guardian, United Concordia, Aetna, Aflac, Anthem, Assurant, Cigna, Delta Dental, Humana, Kaiser Permanente, MetLife, United Healthcare, and others). Acquired through insurance member portals and wellness programs.
• Uninsured Discount Program Discount program for uninsured individuals offering savings on Smile Brilliant teeth whitening and oral care products, plus partner-provided discounts on dental office visits, vision services, and prescription medications.

Quantifiable outcome

• 47% year-over-year automation-driven revenue growth achieved after WooCommerce/Klaviyo migration
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• United Concordia DentalcoreGTM or Marketing PartnerUnited Concordia Dental partnered with Smile Brilliant as part of a member wellness program offering discounts on oral healthcare, fitness, hearing, and general wellness products. Smile Brilliant provides discounted oral care products to United Concordia members through this partnership.
• Insurance Provider Network (40+ providers)coreChannel Partner/ Reseller/ DistributorPartnerships with 40+ insurance providers including GEHA (featured), Guardian (featured), United Concordia (featured), Aetna, Aflac, Anthem, Assurant, Cigna, Delta Dental, Humana, Kaiser Permanente, MetLife, United Healthcare, and many more. These partnerships allow insurance members to access exclusive discounts on Smile Brilliant oral care products.
• Formulate LabsminorStrategic or Co-development PartnerMulti-year R&D partnership with Formulate Labs to develop a nourishing skincare routine product line. This partnership has produced a new skincare product line marketed under the Smile Brilliant brand.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hismile: Hismile is a DTC teeth whitening brand selling whitening kits, gels, and accessories primarily online with strong social media-led marketing. Directly comparable to Smile Brilliant in its core custom/whitening tray business, premium positioning, and influencer-driven DTC acquisition.
• SmileDirectClub: SmileDirectClub pioneered direct-to-consumer dental products, initially offering custom clear aligners and later expanding into whitening and oral care. Closely comparable to Smile Brilliant in its DTC dental lab model that bypasses the dentist, though SmileDirectClub filed for Chapter 11 in late 2023.
• Snow Teeth Whitening: Snow is a DTC teeth whitening brand selling whitening kits, LED accelerators, toothpaste, and related products online. Directly comparable to Smile Brilliant in the premium DTC whitening category, celebrity/influencer marketing approach, and omni-channel consumer brand positioning.
• Quip: Quip is a DTC oral care brand built around a subscription electric toothbrush, brush head refills, toothpaste, and floss. Closely comparable to Smile Brilliant's cariPRO line in its DTC subscription oral care motion, target consumer, and premium brand positioning.
• BURST Oral Care: BURST is a DTC oral care company selling sonic toothbrushes, whitening products, and oral care accessories direct to consumers online. Comparable to Smile Brilliant in its vertically integrated DTC oral care offering, professional ambassador network, and direct-to-consumer go-to-market motion.

Broad incumbents

• Crest (Procter & Gamble): Crest is P&G's mass-market oral care brand spanning whitening strips, toothpastes, and rinses. Comparable to Smile Brilliant as the dominant incumbent in at-home whitening (especially Crest Whitestrips), but operates via mass retail with vastly larger marketing budgets rather than DTC custom trays.
• Colgate-Palmolive (Oral Care): Colgate is the global mass-market oral care leader spanning toothpaste, mouthwash, toothbrushes, and whitening products. Comparable to Smile Brilliant as a broad incumbent across multiple oral care categories where Smile Brilliant competes with its cariPRO line.
• Philips Sonicare: Philips Sonicare is the leading premium electric toothbrush brand sold through retail and dental channels. Comparable to Smile Brilliant's cariPRO electric toothbrush offering as the established incumbent in sonic power toothbrushes, with strong dental professional endorsements.
• Water Pik, Inc. Water Pik is the leading manufacturer of water flossers and replacement tips, sold through mass retail and dental offices. Comparable to Smile Brilliant's cariPRO cordless water flosser offering as the established incumbent in the water flosser category.
• Ultradent (Opalescence): Ultradent manufactures Opalescence professional whitening gels and related dental supplies primarily sold through dental practices. Comparable to Smile Brilliant as a competitor in the whitening gel category, but distributed via professional dental channels rather than DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sbwhitening
• Facebookfacebook.com/smilebrilliant
• LinkedInlinkedin.com/company/smile-brilliant

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smile Brilliant