Our Company

Atlanta-based WhiteSmileUSA was founded in February 2007 by entrepreneurs Charles Barfield, Jim Valentine, and Paul Klein. Our mission is to bring professional grade teeth whitening to the masses with our Advanced Whitening System for at-home use and LightWhite, our chair-side whitening process.

Teeth whitening has been a popular procedure offered by dentists for decades, but many of these procedures run as high as $1000--cost prohibitive for the average American. While the price has come down in recent years, professional procedures that provide instant results are still out of reach for most consumers. Over-the-counter products such as strips, whitening toothpastes, and other devices have grown into a billion dollar a year business, but they don’t come close to offering the results associated with dental systems. Millions of consumers have tried these systems only to be frustrated with the poor results.

WhiteSmileUSA set out to solve this problem by taking the most recommended system by dentists, the custom tray, and making it affordable and accessible to the average consumer. WhiteSmileUSA’s systems provide results associated with the dental solutions, but at a cost that is only slightly higher than the over-the-counter products.

Our strategy has been successful. WhiteSmileUSA quickly expanded our service-based retail operations in 2008 inside the world’s largest retailers with our LightWhite System and became the industry leader of our segment. In the fall of 2008, we started to transition from a service based operation to a product based operation. In July 2009 we released the most advanced home teeth whitening system ever created.