Laughland

What Laughland does

Laughland is a Chicago-based direct-to-consumer company that sells personalized at-home LED teeth whitening kits to individual consumers in the United States. Its core offering is the At-Home Whitening Kit, which pairs dentist-formulated whitening gels (using hydrogen peroxide or sodium bicarbonate as the active ingredient) with a blue-light LED mouthpiece designed to accelerate whitening. The company's primary differentiator is a personalization quiz that matches customers to one of four proprietary formulas (Everyday 8-16, Super Strength 8-17, Gentle 19-2, El Diablo 8-18) based on sensitivity level, cavity history, dietary staining habits, and prior whitening experience, with free formula adjustment offered post-purchase.

The product line has expanded beyond the core kit to include a To-Go Whitening Pen for portable touch-ups ($14), a Refill Kit available in all four formulas ($25-$30), and bundle SKUs such as the Starter Kit with a complimentary pen. Revenue is generated through one-time kit purchases ($39-$59), one-time pen and refill purchases, and a subscription model for recurring gel refills at approximately $39 per 1-2 month cycle. The subscription, combined with promotional levers such as a 40% first-subscription discount and a 30-day satisfaction guarantee, is intended to convert whitening from a transactional purchase into a recurring routine.

Distribution is exclusively through the company's Shopify-hosted DTC storefront at mylaughland.com, with fulfillment limited to US addresses. Marketing is driven by social media (Instagram, TikTok, Facebook), email and SMS campaigns, earned media in outlets including Oprah Magazine and Women's Health, an affiliate/partner program, and a StudentBeans student discount partnership. The company is privately held with no disclosed external funding, operates as Laughland, LLC, and is endorsed by a dental advisory board drawn from UCLA School of Dentistry and Nova Southeastern University's Dental Cosmetic Society. Reported customer engagement includes approximately 2,287-2,509 reviews at a 4.7/5 average rating and clinical trial results claiming 100% participant whitening and 0% sensitivity increase.

Name

Laughland

Legal name

Laughland, LLC

Website

https://mylaughland.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Laughland is a Chicago-based DTC company selling personalized at-home LED teeth whitening kits to US consumers, using a quiz-matched formula system across four proprietary gels supported by dentist endorsements and a subscription refill model.

Ownership category

akta.pro rank

Product category

Oral Care / Teeth Whitening

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF)

akta.pro secondary industry

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

Keywords

• Teeth whitening products
• Oral care kits
• At-home whitening
• LED whitening devices
• Cosmetic dental care

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Teeth Whitening Kit Sales: One-time purchase of At-Home Whitening Kit (starter and deluxe variants with 6 or 12 treatments) priced at $39-$59. Includes LED mouthpiece, whitening gels, and phone connector.
2. Refill Kit Subscriptions: Subscription model for recurring whitening gel refills (1-2 months supply at $39) enabling ongoing treatment maintenance. Customers can cancel anytime with 3-day notice before next shipment.
3. To-Go Whitening Pen: Portable whitening pen for on-the-go touch-ups, priced at $14. Uses the same whitening formula as the standard kit in a convenient pen format.
4. Affiliate/Partner Revenue: Laughland operates an affiliate partner program where partners can earn commissions by referring customers to the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Laughland designs and sells direct-to-consumer at-home LED teeth whitening kits, pairing a peroxide-free, vegan whitening gel with an LED mouth tray device. Customers purchase a one-time kit or sign up for a recurring refill subscription that delivers replacement gel treatments on a personalized cadence, with the company handling formulation, packaging, and fulfillment through its own e-commerce storefront.

Product overview

Laughland is a personalized teeth whitening company offering a product portfolio centered on customizable whitening solutions. The core offering is the At-Home Whitening Kit ($59), which combines LED blue light technology with dentist-formulated whitening gels. The product line includes the To-Go Whitening Pen ($14) as a portable add-on for on-the-go touch-ups, and the Refill Kit ($25-30) for ongoing maintenance. Entry-level options include the Starter Whitening Kit (6 Treatments) and Starter Kit bundle with free pen. The company differentiates through personalized formula matching—customers complete a quiz assessing sensitivity, enamel health, diet, and stain history to receive one of four formulations: Everyday (8-16), Super Strength (8-17), Gentle (19-2), or El Diablo (8-18). Formulas use either Hydrogen Peroxide or Sodium Bicarbonate as active whitening ingredients, combined with supporting ingredients including Glycerin, Xylitol, Aloe Vera, and Mint Extract. Clinical results claim 7+ shade improvement in 6 days with 0% increased sensitivity reported by participants.

Differentiator

Problem solved

Functional benefit

Products and services

• At-Home Whitening Kit Core starter kit that includes an LED mouth tray device and a multi-treatment supply of peroxide-free, vegan whitening gel, designed for daily at-home use by individual consumers seeking whiter teeth without visiting a dentist.
• Starter Whitening Kit (6 Treatments) Starter bundle providing six whitening gel treatments intended as a one-month introductory supply, targeting first-time buyers who want a shorter commitment than the full kit.
• Starter Kit + Free Whitening Pen Bundle Bundle pairing the one-month starter gel supply with a complimentary To-Go Whitening Pen, sold to first-time buyers seeking both an LED treatment and an on-the-go touch-up solution.
• Refill Whitening Kit Replacement gel-only refill pack for customers who already own the LED device, sold as one-time purchases or through the recurring subscription program to support continued treatment cycles.
• To-Go Whitening Pen Portable whitening applicator pen for spot treatments and on-the-go use between full LED sessions, intended for existing customers and as a bundle add-on for new buyers.
• Whitening Refill Subscription Recurring auto-ship subscription delivering replacement whitening gel refills on a customer-selected cadence, locking in a discounted per-refill price and enabling personalized, ongoing at-home treatment.

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• StudentBeansminorChannel Partner/ Reseller/ DistributorStudentBeans partnership provides exclusive student discounts through their platform, targeting price-sensitive student consumers with reduced pricing on Laughland products.
• Shopify Inc.coreTechnology or IntegrationLaughland's e-commerce platform is hosted on Shopify, providing the online store infrastructure, payment processing (including PCI-DSS compliance), and order management capabilities.
• Dr. Cara Hodgson DDScoreOthersDr. Cara Hodgson, DDS from UCLA School of Dentistry, serves as a key advisor and endorser. She states 'It's the next best thing to in office treatment and it's how I keep my smile bright and shiny.'
• Dr. Ron Ayzin DDScoreOthersDr. Ron Ayzin, DDS and Faculty Instructor at UCLA School of Dentistry, endorses Laughland as his recommended at-home whitening solution, stating he would not recommend anything he wouldn't use himself.
• Dr. Kyra Jimenez DDScoreOthersDr. Kyra Jimenez, DDS and President of NSU Dental Cosmetic Society, endorses the product for its simplicity and effectiveness in maintaining oral aesthetics.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Snow Teeth Whitening: Snow is a leading DTC LED teeth whitening brand selling at-home kits with whitening serums and LED mouthpieces, closely matching Laughland's core product offering, price range, and direct-to-consumer e-commerce model.
• Hismile: Hismile is a global DTC teeth whitening brand selling LED kits, gels, and PAP+ whitening products direct to consumers, competing head-to-head with Laughland in the at-home whitening category with a similar subscription and one-time purchase model.
• AuraGlow: AuraGlow sells at-home LED teeth whitening kits with mouth trays and gel syringes direct to consumers online, with similar price points and product mechanics to Laughland's at-home kit.
• iSmile Teeth Whitening: iSmile is a DTC brand offering LED teeth whitening kits and pens sold primarily through Amazon and its own website, directly competing with Laughland on LED-based at-home whitening.

Emerging players

• GLO Science: GLO Science sells professional and at-home LED teeth whitening devices backed by clinical research, with a similar heat-and-light acceleration technology to Laughland's LED mouthpiece approach but distributed partly through dental professionals.
• Burst Oral Care: Burst is a venture-backed DTC oral care brand selling whitening strips, toothpaste, and electric toothbrushes through a subscription and ambassador model, overlapping with Laughland in the DTC oral care and whitening categories.
• Moon Oral Beauty: Moon Oral Beauty sells a DTC subscription whitening kit with LED accelerator and gel refills, providing a very similar product bundle and pricing structure to Laughland's At-Home Kit and Refill Kit.

Broad incumbents

• Smile Direct Club: Smile Direct Club is a larger DTC oral care brand offering teeth whitening products alongside aligners, competing with Laughland in the whitening category through a much broader direct-to-consumer platform.
• Crest (Procter & Gamble): Crest is the dominant mass-market whitening brand from P&G selling Crest Whitestrips and whitening toothpastes, representing the primary incumbent competitive threat across all retail and online channels where Laughland operates.
• Colgate Optic White (Colgate-Palmolive): Colgate's Optic White line includes whitening pens, toothpastes, and LED kits sold across mass retail, providing scaled incumbent competition with massive marketing budgets and shelf presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mylaughland
• Instagraminstagram.com/mylaughland
• TikToktiktok.com/@laughland?lang=en
• LinkedInlinkedin.com/company/laughland

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Laughland