Smile Brilliant

Smile Brilliant operates as a direct-to-consumer oral care company, providing professionally customized dental products directly from their lab to the customer's door. Founded in 2014 by Amir Shah, Salman Shah, and Mike Bluestone, the company emerged from the realization that the high cost of professional teeth whitening was primarily due to dentist chair time rather than the product itself. The business began in a basement, initially creating and selling custom-fitted teeth whitening trays within the local St. Louis, Missouri community before expanding its reach through its website.

The company's business model is centered on eliminating the need for expensive dental visits for certain oral care products. Revenue is generated by selling a range of products directly to consumers online, including custom-fitted teeth whitening trays, night guards, electric toothbrushes, and water flossers. Smile Brilliant also serves dentists and insurers, indicating a B2B component to their model. As of July 2025, the company's annual revenue reached $1.8 million. This direct-to-consumer approach allows the company to offer its products at a significant saving, reportedly up to 70% less than traditional dental office prices.

The core product is a custom-fitted teeth whitening system. Customers receive a kit to make an impression of their teeth at home, which they then mail back to the Smile Brilliant lab in a pre-paid envelope. Lab technicians then create a precise, hand-made mold to fabricate whitening trays that are identical to those provided by dentists. These trays are then shipped back to the customer to be used with the company's whitening gel, which contains 22% carbamide peroxide. This process ensures an even application of the whitening agent, even for individuals with crooked or crowded teeth. Recognizing that not all customers have the same needs, the company offers different packages and options for sensitive teeth, which include a desensitizing gel. Beyond teeth whitening, the product line has expanded to include the cariPRO cordless water flosser and even a skincare line developed in partnership with Formulate Labs.

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