Opalescence

What Opalescence does

Opalescence is a 35-year-old professional teeth whitening brand founded in 1990 by Dr. Dan Fischer and operated as a strategic product line within privately held dental products manufacturer Ultradent Products, Inc., headquartered in South Jordan, Utah. The brand sells peroxide-based whitening products (hydrogen peroxide and carbamide peroxide gels in concentrations ranging from 10% to 45%) through two primary channels: direct-to-consumer e-commerce at opalescence.com and Amazon, and a professional dental channel serving 20,000+ dentists worldwide across 20+ countries. The core proprietary technology is a patented sticky viscous gel formulation that prevents leakage during tray-based application, paired with UltraFit prefilled trays that conform to tooth geometry using mouth warmth and suction; products also incorporate potassium nitrate and fluoride for sensitivity management.

The product portfolio spans at-home consumer items (Opalescence Go prefilled trays in 10% and 15% concentrations, Whitening Gel Refills for custom trays, four whitening toothpaste variants, Whitening Strips, alcohol-free Whitening Mouthwash, and bundles) and dentist-administered professional products (45% gel refills, Opalescence Pro in-office treatment, Opalustre enamel microabrasion slurry, and Opalescence Endo for non-vital tooth whitening). Revenue mechanics combine one-time unit sales with an optional no-commitment subscription/auto-replenishment model for refills and consumables. Marketing leverages dentist endorsement, an owned blog (Glow Journal), social media presence on TikTok/Instagram/Facebook, and earned-media coverage in major consumer publications including Men's Health, Vogue, NBC, and CNN. International distribution is executed through country-specific websites and local distributors across North America, Europe, Asia-Pacific, Latin America, the Middle East, and Africa, though US DTC shipping remains restricted to the 50 states.

Name

Opalescence

Legal name

Ultradent Products, Inc.

Website

https://opalescence.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Opalescence is a 35-year-old professional and at-home teeth whitening brand owned by Ultradent Products, selling peroxide-based whitening products — prefilled trays, gel refills, toothpaste, strips, and mouthwash — to consumers via DTC e-commerce and to 20,000+ dentists worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

South Jordan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: Opalescence sells teeth whitening products directly to consumers through its e-commerce website (opalescence.com) and Amazon marketplace. Products include prefilled whitening trays, gel refills, whitening toothpaste, mouthwash, strips, and bundles. One-time purchase model with optional subscription capability.
2. Professional Dental Sales: Products sold to dental professionals for in-office use and for patients to take home with custom trays. Includes professional-strength formulations and dentist-exclusive products like Opalescence Pro in-office whitening.
3. Subscription/Refill Revenue: Auto-replenishment subscriptions for regular product purchases with no minimum commitment. Subscribers can change, skip, or cancel anytime.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Opalescence manufactures and sells peroxide-based teeth whitening products across two channels: at-home consumer products (prefilled trays, gel refills, whitening toothpaste, whitening strips, mouthwash, and starter kits) sold through opalescence.com and Amazon, and professional dental products (45% refills, Opalescence Pro in-office treatment, Opalustre microabrasion slurry, Opalescence Endo) sold to dental practitioners for in-office patient treatments. Products are based on the brand's patented sticky viscous gel technology and are available in multiple concentrations to accommodate different sensitivity levels.

Product overview

Opalescence is a comprehensive professional teeth whitening brand offering a portfolio of peroxide-based whitening products across two channels: at-home consumer products and dentist-administered professional treatments. The at-home line includes Opalescence Go prefilled whitening trays (10% and 15% hydrogen peroxide), Whitening Gel Refills for custom trays (10%, 15%, 20%, and 35% carbamide peroxide), Whitening Toothpaste variants (Original, Sensitivity Relief, Fluoride Free with Nano-Hydroxyapatite, and Complete with stannous fluoride), Whitening Strips with form-fitting technology, Whitening Mouthwash, and bundled starter kits. The professional dental line includes 45% Whitening Gel Refills, Opalescence Pro in-office treatment, Opalustre enamel microabrasion slurry, and Opalescence Endo for non-vital tooth whitening. All products feature the brand's patented sticky viscous gel formula and are backed by 35+ years of dental science, with key ingredients including potassium nitrate and fluoride for sensitivity management.

Differentiator

Problem solved

Functional benefit

Brands

• Opalescence Go: Ready-to-use prefilled whitening trays available in 10% and 15% concentrations
• Opalescence Pro
• Opalustre
• Opalescence Endo

Products and services

• Opalescence Go 10% Prefilled Whitening Trays Ready-to-use prefilled whitening trays with 10% hydrogen peroxide gel that conform to any smile for comfortable at-home whitening, brightening teeth up to 4-5 shades. Targeted at individual consumers seeking at-home professional-quality whitening.
• Opalescence Go 15% Prefilled Whitening Trays Ready-to-use prefilled whitening trays with 15% hydrogen peroxide gel featuring UltraFit trays that conform to teeth using mouth warmth and suction for professional at-home whitening. Targeted at consumers seeking a stronger concentration than the 10% option.
• 10% Whitening Gel Refills Entry-level carbamide peroxide whitening gel refills at 10% concentration for custom dentist-provided trays. Features the patented sticky viscous formula for comfortable at-home whitening, suitable for users with higher sensitivity.
• 15% Whitening Gel Refills Carbamide peroxide whitening gel refills at 15% concentration for custom trays, suitable for users with moderate sensitivity. Contains 20% water content to help prevent dehydration and shade relapse.
• 20% Whitening Gel Refills Carbamide peroxide whitening gel refills at 20% concentration for custom dentist-provided trays. Features sticky viscous formula that prevents gel from seeping and ensures tray stays in place.
• 35% Whitening Gel Refills Professional-strength carbamide peroxide whitening gel refills for use with dentist-provided custom trays. Contains potassium nitrate and fluoride to help minimize sensitivity. Targets consumers with prior custom trays who want higher-concentration refills.
• 45% Whitening Gel Refills Highest-strength professional carbamide peroxide whitening gel refills at 45% concentration for dentist-provided custom trays. Available exclusively through dental professionals. Targeted at B2B dental practice users for take-home patient kits.
• Original Whitening Toothpaste Whitening toothpaste with 0.24% sodium fluoride sweetened with xylitol, which may reduce the risk of tooth decay. Uses mildly abrasive silica to safely remove surface stains. Cool Mint flavor.
• Sensitivity Relief Whitening Toothpaste Whitening toothpaste formulated with potassium nitrate to soothe sensitive teeth while providing enamel-safe whitening using mildly abrasive silica to remove surface stains. Cool Mint flavor. Targeted at consumers with sensitive teeth.
• Fluoride Free Whitening Toothpaste Fluoride-free whitening toothpaste with 10.5% Nano-Hydroxyapatite that remineralizes tooth enamel. Recommended for non-cavity-prone individuals seeking an oral care alternative without fluoride.
• Complete Whitening Toothpaste Multi-benefit whitening toothpaste with 0.454% w/w stannous fluoride providing 4-in-1 oral care: whitening teeth, preventing cavities, reducing sensitivity, and promoting gum health. Brilliant Mint flavor.
• Whitening Strips Teeth whitening strips with advanced form-fitting technology featuring comfortable, slip-free design. Each box includes 12 treatments that effectively remove years of stains with visible results in as little as three days.
• Whitening Mouthwash Alcohol-free whitening mouthwash formulated with hydrogen peroxide to gently whiten teeth by removing surface stains. Features cool mint flavor and dye-free formula for daily use as part of an oral care routine.
• Opalescence Go Starter Kit At-home whitening starter kit containing prefilled whitening trays and travel-sized Sensitivity Relief Whitening Toothpaste. Ideal for beginners starting their at-home whitening journey.
• Opalescence 7-Pack Whitening Bundle 7-Pack Whitening Bundle featuring Opalescence Go prefilled whitening trays (14 trays total, 7 upper and 7 lower) plus travel-sized Opalescence Whitening Toothpaste Sensitivity Relief. Available exclusively on Amazon. Brightens teeth up to five shades.
• Opalescence Pro In-office professional teeth whitening treatment by dentists. Uses chemically-activated gel that eliminates the need for dental lasers or lights. Provides quick, dramatic results. Targeted at dental professionals for in-office patient use.
• Opalustre Enamel microabrasion slurry for professional dental use. Used by dentists to safely remove superficial enamel discolorations and stains. Targeted at dental professionals.
• Opalescence Endo Specialized whitening gel for endodontic (root canal) treatments. Used by dentists to whiten internally discolored non-vital teeth. Targeted at dental professionals for endodontic use.

Quantifiable outcome

• Can brighten teeth up to 4-5 shades
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Ultradent Products, Inc.coreOthersOpalescence is a brand owned and operated by Ultradent Products, Inc., a dental materials company founded by Dr. Dan Fischer. Opalescence products are manufactured by Ultradent in the USA using globally sourced materials.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Crest (Procter & Gamble): Crest, owned by Procter & Gamble, is the dominant mass-market oral care brand and the largest player in at-home whitening via Crest Whitestrips. Direct competitor in the whitening product category with substantially broader retail distribution and marketing scale.
• Colgate-Palmolive (Colgate Optic White): Colgate's Optic White portfolio competes across whitening toothpaste, pens, and strips. Broad incumbent in the same overall oral care category with global retail presence and similar product positioning around daily whitening routines.
• Smile Direct Club: Smile Direct Club sells DTC cosmetic dental products including whitening, aligners, and related oral care. Comparable to Opalescence's DTC channel and cosmetic-whitening consumer, though products are broader (aligners + whitening).
• Philips Sonicare (Philips): Philips Sonicare is a premium oral care brand with electric toothbrushes and whitening products. Comparable to Opalescence as a premium-branded dental product line with both consumer and dental professional channels.
• Sensodyne (Haleon / GSK): Sensodyne is a leading sensitivity-focused toothpaste brand now owned by Haleon. Comparable to Opalescence's sensitivity-positioned whitening toothpaste and potassium nitrate formulations on the sensitivity-aware whitening consumer.

Direct peers

• Hismile: Hismile is a DTC-first professional whitening brand offering peroxide-free PAP+ whitening kits, gels, and oral care products. Closely comparable to Opalescence on GTM (DTC + social-led marketing), target audience (cosmetic whitening consumers), and product format (at-home kits with gels).
• Snow: Snow is a venture-backed DTC whitening brand selling whitening kits, toothpaste, serums, and accessories directly to consumers online and through retail. Directly comparable to Opalescence's DTC line on product, audience, and omnichannel motion.
• AuraGlow: AuraGlow sells at-home LED whitening kits, whitening pens, and trays on Amazon and its own site. Comparable to Opalescence's prefilled tray and entry-level whitening products on price point, channel (Amazon-led), and target consumer.
• GLO Science: GLO Science offers professional and at-home whitening devices combining heat and LED light with peroxide gels. Comparable to Opalescence on dual professional/DTC channels and on positioning around dentist-developed whitening technology.
• Crest Whitestrips: Crest Whitestrips is the market-leading at-home whitening strip product and the price benchmark for the category. Most direct comparable to Opalescence's recently launched Whitening Strips line on product format and consumer target.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/opalescence
• Instagraminstagram.com/opalescencewhitening/?hl=en
• TikToktiktok.com/@opalescenceofficial?lang=en
• LinkedInlinkedin.com/company/opalescence

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Opalescence