Taneesa Williamson Lena Smits explains the regulations around cosmetic teeth whitening, and why her stockists love offering it at their clinics and medispas.
The teeth whitening industry in Australia has undergone a remarkable evolution over the past decade, driven by changing consumer attitudes, technological advancements, and evolving regulations.
A decade ago, teeth whitening was primarily reserved for special occasions like weddings. Today, a whiter, brighter smile is seen as a symbol of attractiveness and good health, significantly boosting self-confidence and influencing social perception. The portrayal of perfect smiles in media and advertising has set high societal expectations, leading many to believe that achieving a whiter smile is essential.
I founded Pure Smile with my brother Jan Slavicek in 2014 with the mission of providing affordable teeth whitening solutions. Since May 1, 2013, teeth whitening products containing concentrations greater than 6% hydrogen peroxide or more than 18% carbamide peroxide can only be dispensed by registered dental practitioners. In response to these regulations, the company has expanded to nearly 300 clinics and dozens of dental practices across Australia.
What sets PureSmile apart in the teeth whitening market is our unwavering commitment to quality. Our formulations are natural and non-toxic, available in various hydrogen peroxide strengths tailored for both cosmetic clinics and dental professionals. All our products are made in the USA, vegan, and cruelty-free – attributes increasingly sought after by today’s consumers.
Our treatments are straightforward and deliver instant results that customers appreciate. In less than an hour, you can achieve a noticeably whiter smile. This service complements other offerings such as nail care, lash and brow services, and electrical muscle stimulation, just to name a few. Offering teeth whitening at your medispa also gives you the opportunity to tap into a market of consumers who may not have tried advanced skin or body treatments yet, but who will be able to learn more about your offering while having their teeth whitened. It’s not uncommon for PureSmile clients to book in for other treatments before they leave.
No other teeth whitening brand connects clients to treatment providers quite like we do. Our website serves as a dedicated booking platform, linking tens of thousands of customers to our partners. We recently spoke with our resident dentist, Dr. Tushaan Bhindi, a 2004 graduate of Sydney University:
“Since opening my first clinic, my passion has been whitening everyone’s teeth! As an aspiring cosmetic dentist, I aimed to refine my skills. I’ve always loved smiles—the confidence they bring and the transformations I can create. I’ve dedicated years to understanding the various concentrations of teeth whitening gels and how they interact with teeth to achieve optimal results. After thousands of smile makeovers, I know there is no one-size-fits-all solution. There’s a science to it; what works for one person may not work for another. With PureSmile, I offer solutions ranging from 6% to 38% hydrogen peroxide.
These days, I find that I can achieve excellent results with 6% or 16% concentrations, often with minimal to no sensitivity. Both my patients and I are pleased with the outcomes. PureSmile offers a comprehensive and practical solution. Here’s to achieving whiter teeth and discovering effective ways to maintain them—while still enjoying your spaghetti and turmeric lattes!”
We also received feedback from Katalin Hegedus, the owner of SwanSkin and Body Solutions in Richmond, Melbourne:
“At SwanSkin and Body Solutions, we offer a diverse range of services for skin, body, and overall well-being. One of our most sought-after treatments is teeth whitening. To provide our customers with the best products and services, we proudly use the PureSmile brand, renowned for its effectiveness and proven results.
For the past five years, we have enjoyed a successful partnership with PureSmile and Lena Smits, fostering a strong relationship that benefits both our businesses. Their referral and booking system is efficient, user-friendly, and highly profitable.
The PureSmile products are exceptional, featuring a world-class teeth whitening system. Thanks to our collaboration with PureSmile, SwanSkin and Body Solutions has experienced consistent monthly growth. Shortly after we began this partnership, the demand for our services soared, prompting us to invest in an additional teeth whitening machine to better serve our customers. Lena is a dynamic businesswoman who always stays one step ahead, ensuring that both customers and providers are satisfied.”
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