Smileactives

What Smileactives does

Smileactives, operated by Oral Care Products, LLC, is a direct-to-consumer oral care brand headquartered in El Segundo, California, with distribution operations in Groveport, Ohio. The company sells at-home teeth whitening products built around hydrogen peroxide-based formulations and a proprietary Polyclean® foaming technology designed to carry the active whitening ingredient into the grooves and crevices of teeth for 360-degree stain removal. Its core product line comprises the Pro Whitening Gel, the Whitening Power Kit, the Advanced Teeth Whitening Pen, the Perfect White® LED Blue Light Whitening System, and the ProLite Whitening Device, with adjacent oral care SKUs including Tartar Control Fluoride Toothpaste, Breath Restore Oral Rinse, and the Vibrite BLUE Electric Toothbrush.

The business operates a multi-channel go-to-market model centered on its owned e-commerce storefront (smileactives.com, built on Shopify), supplemented by marketplace presence on Amazon and TikTok Shop and telephone ordering via a toll-free customer service line. Revenue is generated through one-time product purchases and an auto-delivery subscription membership offering up to 33% in member savings, a 60-day money-back guarantee, and customer self-service through a Customer Portal. The company markets through a content/education blog (Smilecare Guide), paid advertising on Google and Facebook, organic social (Instagram), search-engine-optimized editorial content, customer testimonials, and celebrity/influencer endorsements, including a featured partnership with actress Abigail Spencer. The brand's stated positioning is the "#1 Best-Selling Whitening Gel Brand in the US" based on NIQ Product Insights dollar-sales data for the Whitening Kits segment (excluding strips and trays) for January–November 2025.

Name

Smileactives

Legal name

Oral Care Products, LLC

Website

https://smileactives.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Smileactives is a direct-to-consumer oral care brand selling at-home teeth whitening gels, pens, kits, and rinses built on proprietary Polyclean® foaming technology, distributed through its own e-commerce site, Amazon, and TikTok Shop to individual consumers in the United States.

Ownership category

akta.pro rank

Product category

Oral Care and Teeth Whitening Products

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 industries

Toothpaste & Toothpowder (CRABAFAA), Electric Toothbrushes & Power Brush Heads (CRABAFAC), Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

Keywords

• Teeth whitening products
• Oral care solutions
• Whitening gel formulations
• At-home teeth whitening
• Oral hygiene products

Headquarters

HQ city

El Segundo

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (One-time): Direct product sales to consumers through e-commerce website, Amazon, and TikTok Shop. One-time purchases at regular prices.
2. Subscription/Auto-delivery Membership: Automatic replenishment deliveries every ~3 months with member pricing (up to 33% savings). Membership includes 60-day money-back guarantee. Customers can adjust, skip, or cancel deliveries through Customer Portal.
3. Marketplace Sales: Sales through third-party marketplaces including Amazon and TikTok Shop, which follow platform-specific return and refund processes.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Smileactives designs, markets, and sells a portfolio of at-home teeth whitening and oral care products, including whitening gels, whitening pens, LED whitening kits, fluoride toothpaste, oral rinse, and electric toothbrushes. Its flagship products combine hydrogen peroxide–based whitening formulations with proprietary Polyclean® foaming technology, sold primarily through its own e-commerce site with subscriptions and through Amazon and TikTok Shop.

Product overview

Smileactives is an oral care brand offering a teeth whitening product portfolio centered around hydrogen peroxide-based whitening formulations. The core product lineup includes the Pro Whitening Gel (using proprietary Polyclean® technology for 360-degree stain removal), the Advanced Teeth Whitening Pen (portable twist-action pen with multiple flavors), the Whitening Power Kit (comprehensive whitening bundle), and the Perfect White® System (LED light + gel combination). Supporting products include Tartar Control Fluoride Toothpaste, Breath Restore Oral Rinse, and the Vibrite BLUE Electric Toothbrush. All products feature a conscious formula approach, excluding sodium lauryl sulfate, parabens, and alcohol. The brand operates on a subscription/membership model with auto-delivery options and a 60-day money-back guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Pro Whitening Gel Hydrogen peroxide–based whitening gel formulated with Polyclean® foaming technology; consumers add it to their toothpaste for twice-daily brushing to whiten teeth at home. Marketed as delivering up to 5 shades whiter in 7 days with little to no sensitivity, and positioned as the company's flagship product and #1 best-selling whitening gel brand in the US per NIQ data.
• Whitening Power Kit Comprehensive at-home whitening kit anchored by the Pro Whitening Gel and additional components for enhanced results, marketed at a promotional price of $29.95 with Buy 1 Get 1 Free and free shipping. Claimed to deliver up to 8 shades whiter teeth in 14 days.
• Advanced Teeth Whitening Pen Portable, twist-action whitening pen with a soft-bristle brush tip using advanced bio-adhesive hydrogel polymer technology for on-the-go touch-ups. Available in flavors such as Vanilla Mint, Winterberry, Melon, Arctic Blast, and Spearmint Splash; clinical study reports up to 6 shades whiter in 7 days when used 2–4 times daily.
• Tartar Control Fluoride Toothpaste Fluoride toothpaste with sodium fluoride, hyaluronic acid, amino acids, and glycine designed to prevent tartar buildup and protect against cavities as part of the Smileactives daily oral care routine. Formulated without sodium lauryl sulfate, parabens, saccharin, or alcohol.
• Breath Restore Oral Rinse Oral rinse formulated with zinc, stabilized chlorine dioxide, and baking soda to neutralize bad breath and provide up to 12 hours of fresh breath protection. Pairs with the Smileactives brushing routine for complete at-home oral care.
• Vibrite BLUE Toothbrush Electric toothbrush with multiple brushing modes (including Clean mode) designed for use with the Pro Whitening Gel to enhance whitening results. Functions as part of the broader Smileactives oral care routine.
• Perfect White® System LED Blue Light Whitening Kit that combines an LED light device with Smileactives whitening gel for enhanced at-home whitening, claiming up to 8 shades whiter teeth in 14 days. Marketed to consumers seeking a light-accelerated whitening solution.
• ProLite Whitening Device

Quantifiable outcome

• 100% of subjects had clinically measured whiter teeth in company-sponsored Clinical Study of 52 subjects
• +4 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Burst Oral Care: DTC oral care brand with charcoal whitening products, toothbrushes, and a celebrity-founder network; competes across overlapping whitening and electric toothbrush adjacencies with similar social/micro-influencer GTM.
• Hismile: Australian-founded DTC teeth-whitening brand offering PAP+ whitening gels, kits, and toothpastes; directly comparable as a digitally native, subscription-friendly whitening brand targeting the same consumer.
• Quip: Subscription oral care brand offering electric toothbrushes, refillable toothpaste, and whitening products; directly comparable on DTC subscription mechanics and adjacent whitening product portfolio.
• Snow: DTC premium teeth-whitening brand with whitening kits, serums, and LED devices; directly competes with Smileactives' Perfect White® system and Pro Whitening Gel in the higher-end whitening category.

Emerging players

• Moon Oral Care: DTC oral care brand focused on whitening products (whitening pen, serum, toothpaste); partial overlap with Smileactives' pen and gel lineup, now backed by Colgate-Palmolive.
• Aura (Smile Brilliant / Aura): DTC whitening brand offering gel, pen, and LED kit products targeted at consumers seeking at-home cosmetic whitening; comparable product format and audience to Smileactives' Pro Whitening Gel.

Broad incumbents

• Colgate (Colgate-Palmolive): Global oral care leader offering whitening toothpastes (Colgate Optic White), mouthwashes, and brushes; overlaps with Smileactives in at-home whitening and oral care adjacencies, with far larger R&D and retail presence.
• Colgate Optic White: Colgate's whitening toothpaste and pen line; competes for the same at-home whitening occasion with mass-retail distribution that Smileactives lacks.
• Crest Whitestrips: P&G's flagship at-home whitening strip product family and the category benchmark Smileactives explicitly contrasts itself against ("no more messy strips or trays"); partial overlap on consumer outcomes though different format.
• Crest (P&G): P&G's flagship oral care brand and the dominant US whitening franchise (including Crest Whitestrips); competes directly in whitening gels/strips and adjacent toothpaste/mouthwash categories, but at vastly greater scale and distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/smileactives
• Facebookfacebook.com/smileactives

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 Smileactives