A small idea has become a game-changing business for a single mother who worked with an Australian dentist to develop the Smilie Boost Teeth Whitening Kit, which can whiten up to six shades in just one week.
Natalie Smith, from Sydney, said she was left thinking “there must be a more affordable way” to whiten her teeth after she visited the dentist and was quoted $900 for professional whitening services.
Although she saw there were lots of whitening products on the market, she believed many of them “lacked credibility” as they had not been formulated by a dentist.
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“I felt nervous about buying something that didn’t have the expertise around it,” Natalie previously told 7Life.
“And with a background in marketing, I thought maybe I should just do it myself.”
In 2021 during the COVID-19 pandemic, Smilie was launched with a $219 teeth whitening kit that was specially formulated with dentist Doctor Daniel Tankard, who has more than 15 years’ experience.
The kit is currently discounted to just $119 — a saving of $100 — to celebrate the end of the financial Year.
The teeth whitening kit promises to deliver “a professional-level whitening experience, while being gentle on enamel for those with sensitive teeth and gums”.
“It took us more than six months to refine and develop it,” Natalie recalls.
“We tested the kit on real patients before finally going to market.”
While she expected sales to be slow given the world was still in the grip of the pandemic, Natalie was surprised when she ran out of stock within days.
“We couldn’t keep up with demand,” she recalls.
Business has boomed from there, with Smilie launching additional whitening products including an electric toothbrush, an on-the-go whitening pen and a whitening gel refill pack.
The Smilie Teeth Whitening Kit remains the best-selling Smilie item.
It contains a small LED device along with three pre-filled gel whitening pens containing Smilie’s active formula.
You simply apply the gel to your teeth and leave the device in your mouth for 16 minutes and repeat the procedure for six days in a row for a whiter, brighter smile.
Since launching two years ago, Natalie has seen the brand picked up by Woolworths.
“It was a surreal moment,” she said.
“When Woolworths first contacted us we couldn’t believe it. We thought it was a spam email.”
Reviews online for Smilie are glowing, where thousands have raved about the whitening kit’s ability to transform their teeth.
“As someone who is extremely self-conscious of their teeth, I decided to give Smilie a chance on the lead-up to my wedding to give me that extra boost of confidence. Consider me converted. My teeth are multiple shades brighter, they feel cleaner and my breath is fresher. 10/10 recommend. No sensitivity and super-easy to use,” one reviewer writes.
“So good if you have sensitive teeth! I had a lot of pain after whitening my teeth with a different product years ago, so I gave Smilie a chance. I have had zero sensitivity pain, it’s fantastic and very easy to use!” another adds.
If you’re not sure if teeth whitening is right for you, consult your dentist.
For more information about Smilie, click here.