SmileTime Democratizes Oral Care, Offers Vegan-Friendly and Sustainable Whitening Alternatives

LONDON — Beauty entrepreneur Natalie Quail is putting her money where her mouth is, with a brand called SmileTime that offers home whitening kits that are vegan-friendly, sustainable and affordable. SmileTime’s founder is also looking to put oral care back into the hands of consumers (rather than dentists) and over the next few months, the brand plans to launch two more product categories, lip care and clear aligners. Quail, who was an international tax lawyer, launched her company with the help of her parents who run a dental company in London. She said her goal is to modernize some aspects of aesthetic dentistry. “I recognized that everyone wants a brighter smile but for the majority of the population, it is just too expensive and painful because you have to sit in a chair for at least an hour to get your teeth whitened,” she said. SmileTime’s first and best-selling product, the teeth-whitening kit, was born from that need. It’s an at-home teeth-whitening kit that comes with three tubes of whitening gel to be used in two applications; a mouth tray; and an LED light that retails at 40 pounds. Most of the components of the kit are sustainably made, and are all vegan-friendly. “People don’t realize how

Follow WWD on Twitter or become a fan on Facebook.

from WWDWWD https://ift.tt/2RXl0K2