About us

A Swedish brand in teeth whitening

One of the largest players in the teeth whitening market

Brilliant Smile is a Swedish brand and the company was founded in Gothenburg, Sweden, in 2003. Today, we are one of the largest players in the Swedish teeth whitening market. The company has built up a good reputation by offering quality products that remove discolouration and whiten teeth, without damaging the tooth enamel. The product range has gradually been refined and improved to become more effective over the years. Additionally, Brilliant Smile has developed a complementary oral care range, which dissolves surface stains using active ingredients, and thus does not have any harmful abrasive effect on the enamel.

Our vision

Our vision is to always offer the best products in whitening and to be at the forefront of development. By best, we mean products that deliver fast and effective results - without compromising safety. With these guiding principles, we strive to be the obvious choice among partners, retailers, and end consumers worldwide.

Business idea

Our business idea is to offer exclusive products of optimal quality that contribute to good oral health and whiter teeth. These should be sold through professional and inspiring channels by competent business partners. All products should fall under a well-renowned brand that adds value to both retailers and end consumers.

History

When Brilliant Smile started in 2003, teeth whitening was not as accessible as it is today, it was considered a luxury treatment that only existed in Hollywood.

This misconception was seen by the founders of Brilliant Smile as an opportunity to offer teeth whitening to the Swedish mass market. Initially, Brilliant Smile had its own clinic on Södra Vägen in Gothenburg, but this was sold a year later because the company had gradually transitioned to full-time distribution of its products to clinics around the country. Today, the headquarters is still in Gothenburg, from where Brilliant Smile's products are sold to clinics and stores worldwide. As the first player to market teeth whitening in the Swedish market, Brilliant Smile made a name for itself early on by appearing on TV shows like Extreme Makeover Sweden. The new revolutionary method also created a lot of headlines in Swedish media, which contributed to Brilliant Smile becoming one of the largest players on the market just a few years after its inception. In the following years, the brand became known as "The Celebrity Choice" and the method was featured in further TV productions like Idol, Top Model Sweden, and Big Brother.

Since its inception, Brilliant Smile has continuously worked on developing its products to offer the best, most effective, and safest options available on the market. As a complement to teeth whitening, an oral care range with whitening was also developed, which has grown into a collection of very popular products. Other whitening toothpastes have long been known for their lack of effectiveness and for containing a high abrasive factor that damages the enamel. Therefore, we developed an oral care range with active ingredients that dissolve surface stains and thus make the teeth whiter without harmful abrasion. Read more about our oral care series and the active ingredients.