White Dental Beauty

What White Dental Beauty does

White Dental Beauty is a UK-based professional tooth-whitening brand that manufactures and sells gels and dissolving strips dispensed exclusively through dental professionals. Founded in 2005 and headquartered in Otley, West Yorkshire, with an additional office in Ilkley, the company operates as a controlled brand under Henry Schein, Inc. (NASDAQ: HSIC), with UK operations linked to Optident at the Otley address.

The company's core products are professional whitening gels in five concentrations (5% and 10% and 16% Carbamide Peroxide, 6% Hydrogen Peroxide, and 35% CP for the US market) and Professional Dissolving Whitening Strips launched in 2023. The gels are powered by NOVON®, a patented three-molecular-entity whitening compound (Hydrogen Peroxide, Urea, Sodium Tripolyphosphate) protected under US Patent no. 8815217 B2, which produces a pH jump that accelerates perhydroxyl ion release for faster whitening. The strips use the proprietary [P]3 formula combining peroxide with sodium hexametaphosphate and sodium tripolyphosphate to prevent and reduce new stains. Products are vegan, Kosher certified, and clinically tested at Cardiff University for biocompatibility and enamel safety.

White Dental Beauty runs a B2B go-to-market with no direct-to-consumer sales. Revenue is generated through one-time sales of gels and kits to dental practices, intermediated by Henry Schein's global dental supply network and 18+ regional distributors covering the UK, continental Europe, the Middle East, Africa, Oceania, and the Americas. The company is privately held, has 1-10 employees, has not raised external funding, and does not publicly disclose revenue or pricing.

Name

White Dental Beauty

Legal name

White Dental Beauty

Website

https://whitedentalbeauty.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

White Dental Beauty is a UK-based professional tooth-whitening brand founded in 2005, selling gels and dissolving strips powered by patented NOVON® technology exclusively through dental professionals worldwide, operating as a brand under Henry Schein, Inc.

Ownership category

akta.pro rank

Product category

Professional Dental Whitening Products

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC)

Keywords

• Professional tooth whitening
• Dental whitening gels
• Whitening strips
• Cosmetic dentistry supplies
• Dental care products

Headquarters

HQ city

Yorkshire

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Tooth Whitening Gels: White Dental Beauty generates revenue through B2B sales of professional tooth whitening gels to dental practices and professionals worldwide. Products are sold exclusively through dental professionals and distributed via a network of international distributors and dealers. The company offers various gel concentrations and kit configurations for different patient needs.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

White Dental Beauty manufactures and sells professional tooth-whitening gels and dissolving whitening strips to dental professionals worldwide. Its gels are available in multiple concentrations (6% HP and 5%–35% CP) and are powered by the patented NOVON® whitening compound that accelerates whitening via an alkaline pH jump. Its dissolving strips use the proprietary [P]3 formula combining Peroxide with phosphates for enhanced whitening, with 28 strips per pack applied over 15 minutes.

Product overview

White Dental Beauty is a professional tooth whitening company offering a unified product family centered around two core product lines: Tooth Whitening Gels and Professional Dissolving Whitening Strips. Both product lines are powered by proprietary technologies—NOVON for gels and [P]3 for strips—that accelerate and enhance the whitening process. The gels are available in multiple concentrations (6% HP, 5-16% CP, and 35% CP for US) to suit different patient needs, including a Mild formula for sensitive teeth. The strips, launched in 2023, offer convenient 15-minute application with 28 dissolvable strips per pack. All products are vegan, Kosher certified, and clinically tested at Cardiff University, distributed exclusively through dental professionals worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Tooth Whitening Gels Professional tooth whitening gels available in multiple concentrations (6% HP, 10% CP, 16% CP) powered by patented NOVON® technology, designed to be dispensed by dental professionals and used in custom-fitted trays for chair-side or take-home whitening.
• Professional Dissolving Whitening Strips Professional-grade dissolving whitening strips that dissolve in 15 minutes, using the proprietary [P]3 Triple Action Formula that combines Peroxide with Sodium Hexametaphosphate and Sodium Tripolyphosphate for enhanced whitening versus peroxide-only strips. Sold through dental professionals in packs of 28.
• Whitening Kit Configurations Configurable gel kits for dental practices including syringe kits (4x3ml, 8x1.2ml), refill packs (20x3ml, 40x1.2ml, 2x3ml, 10x3ml), and pocket tray cases for professional and home use.
• White Dental Beauty Mild (5% Carbamide Peroxide Gel) Low-sensitivity 5% Carbamide Peroxide gel powered by NOVON® technology, formulated for patients with sensitive teeth. Achieves the same shade results as a standard 10% CP gel with overall less sensitivity, containing potassium fluoride for active sensitivity management.
• Custom-Fitted Whitening Trays Individually customized whitening trays designed for use with White Dental Beauty gels, providing predictable and consistent whitening results for at-home patient use following dental practice fitting.

Quantifiable outcome

• Visible whitening results in less than one week
• +4 more outcomes

Named customers7 records

Segments2 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

22 partnerships are on record, tiered core and minor.

• Henry ScheincoreChannel Partner/ Reseller/ DistributorHenry Schein is the primary global distribution partner for White Dental Beauty products. The partnership encompasses regional Henry Schein operations across Americas, Europe, Middle East, Africa, and Oceania, making White Dental Beauty products available through one of the world's largest dental supply companies.
• OptidentcoreChannel Partner/ Reseller/ DistributorOptident is the UK-based distributor for White Dental Beauty products, operating from Engine House, Wharfebank Mills, Ilkley Road, Otley. The partnership enables distribution to dental practices throughout the United Kingdom.
• MarrodentcoreChannel Partner/ Reseller/ DistributorMarrodent Sp. z o.o. is the Polish distributor for White Dental Beauty products, based in Bielsko-Biała, Poland.
• Cardiff UniversityminorStrategic or Co-development PartnerWhite Dental Beauty Professional Dissolving Strips have been independently clinically tested at Cardiff University, confirming biocompatibility and demonstrating efficacy claims including increased whitening, faster results (visible after 1 day), safety for enamel, and no tooth or gum sensitivity.
• Henry Schein Dental Middle EastminorChannel Partner/ Reseller/ DistributorRegional distribution partner serving Bahrain and Pakistan markets.
• Henry Schein HALAS (Australia)minorChannel Partner/ Reseller/ DistributorAustralian distributor of White Dental Beauty products, based in Mascot, NSW.
• Henry Schein Dental Warehouse (South Africa)minorChannel Partner/ Reseller/ DistributorSouth African distributor serving the African market.
• Cliniclands (Scandinavia)minorChannel Partner/ Reseller/ DistributorScandinavian distributor serving Denmark and Sweden markets.
• Healthcare Essentials (New Zealand)minorChannel Partner/ Reseller/ DistributorNew Zealand distributor of White Dental Beauty products.
• Mega Dental (France)minorChannel Partner/ Reseller/ DistributorFrench distributor of White Dental Beauty products.
• AMERICAN DENTAL SYSTEMS (Germany)minorChannel Partner/ Reseller/ DistributorGerman distributor partner for White Dental Beauty strips.
• Biother/Condor (Switzerland)minorChannel Partner/ Reseller/ DistributorSwiss distributor of White Dental Beauty products.
• Dental Expert (Cyprus/Greece)minorChannel Partner/ Reseller/ DistributorDistribution partner serving Cyprus and Greece markets.
• Ivodent (Hungary)minorChannel Partner/ Reseller/ DistributorHungarian distributor of White Dental Beauty products.
• DentStore (Romania)minorChannel Partner/ Reseller/ DistributorRomanian distributor of White Dental Beauty products.
• Jarident (Slovakia)minorChannel Partner/ Reseller/ DistributorSlovak distributor of White Dental Beauty products.
• Dentoteka (Slovenia)minorChannel Partner/ Reseller/ DistributorSlovenian distributor of White Dental Beauty products.
• Vilem (Bulgaria)minorChannel Partner/ Reseller/ DistributorBulgarian distributor of White Dental Beauty products.
• PARDES (Lithuania)minorChannel Partner/ Reseller/ DistributorLithuanian distributor of White Dental Beauty products.
• Norsk Orthoform (Norway)minorChannel Partner/ Reseller/ DistributorNorwegian distributor of White Dental Beauty products.
• Total Core General Trading LLC (UAE)minorChannel Partner/ Reseller/ DistributorUAE distributor located in Dubai, serving the Middle East market.
• Bahrain Crown Medical (Bahrain)minorChannel Partner/ Reseller/ DistributorBahrain distributor of White Dental Beauty products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ivoclar Vivadent: Ivoclar is a major global dental manufacturer with a broad portfolio including professional whitening products (e.g., VivaStyle), restorative materials, and equipment. Broader incumbent than White Dental Beauty but overlapping in professional whitening category.
• Dentsply Sirona: Dentsply Sirona is one of the largest dental equipment and consumables manufacturers globally, offering whitening products alongside a much broader dental portfolio. A broad incumbent with overlapping professional-whitening offerings.
• Colgate-Palmolive (Colgate Optic White / Colgate Professional): Colgate-Palmolive dominates the OTC whitening segment (Optic White, whitening strips) and also offers professional whitening through dental channels. A broad incumbent whose consumer-whitening portfolio competes for the same end patient demand.
• Philips (Sonicare / Zoom Whitening): Philips offers professional Zoom in-office whitening systems alongside its broad consumer oral-care portfolio (Sonicare). A broad incumbent with professional whitening products that compete for the same dental-practice channel.
• Procter & Gamble (Crest 3D Whitestrips): P&G owns the market-leading Crest 3D Whitestrips OTC brand and other whitening products. While primarily OTC rather than professional-only, it shapes overall consumer whitening demand that feeds White Dental Beauty's downstream pipeline.
• Heraeus Kulzer: Heraeus Kulzer, part of Mitsui Chemicals Group, is a dental manufacturer producing whitening products among its broader dental consumables portfolio. Comparable as a dental-channel peer offering whitening alongside a wider product mix.

Direct peers

• DMG (Dental Milestones Guaranteed): DMG is a German dental manufacturer offering professional whitening products and consumables distributed through dental practices. Comparable product format (whitening gels for professional use) and global dental channel presence.
• Ultradent Products: Ultradent is a leading US-based manufacturer of professional tooth-whitening gels (notably Opalescence) and other dental materials sold through dental professionals. Directly comparable to White Dental Beauty's core gel business in both product format and professional-channel go-to-market.
• Beverly Hills Formula: Beverly Hills Formula offers professional and consumer whitening toothpastes and gels competing in the same premium-whitening category. Comparable in target market (dental professionals and consumers seeking cosmetic whitening).
• SDI Limited (Pola): SDI manufactures the Pola line of professional tooth-whitening gels and other dental materials distributed globally through dental supply channels. Direct comparable in target customer (dentists), product category (whitening gels), and B2B distribution model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wdentalbeauty

Compliance2 records

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 White Dental Beauty