About The Whitening Store
Since 2012, The Whitening Store has helped thousands of home customers, dental professionals, estheticians, med spas, and teeth whitening businesses find products they can feel confident using.
More than 33,000 orders later, we are still proudly woman-founded, independently operated, and focused on what inspired us from the beginning: offering effective teeth whitening products with the support, product knowledge, and guidance that can be hard to find from larger companies.
We serve people whitening at home and professionals whitening every day. That combination matters to us. Our home customers have access to products backed by years of experience working with professionals, while our professional customers can count on a supplier that understands their products, their clients, and the realities of running a business.
33,000+ Orders. Thousands of Customers. 14 Years of Whitening.
A lot has changed since we opened in 2012, but some of the things we value most have stayed remarkably simple.
We still get excited when someone calls us with questions about their first whitening kit. We still love seeing a longtime customer's name come through with an order history that goes back to 2013. And seeing customers who have ordered from us dozens of times never gets old.
Those repeat orders mean more to us than a number on a sales report. They represent people who trusted us once and decided to come back.
Over the years, we have served thousands of customers and shipped more than 33,000 orders, from individual home whitening products to supplies used by professional teeth whitening businesses.
That experience has taught us a lot about whitening, but more importantly, it has taught us the value of taking care of the people who choose to shop with us.
Why We Started
The Whitening Store was created with a straightforward idea: build a collection of teeth whitening products and back them with the kind of knowledgeable, personal support that major companies rarely provide.
Buying whitening products should not mean being left alone to figure everything out.
Home customers may have questions about choosing a whitening strength, managing sensitivity, using a tray correctly, or deciding which products make sense for their goals.
Professionals have an entirely different set of questions. They need to understand their products, confidently guide their clients, manage costs, and build services that people want to return to.
We want to be useful to both.
That means offering more than a product in a box. It means sharing what we have learned, answering questions honestly, and helping customers make informed decisions instead of simply pushing the most expensive option.
Trusted at Home and by Whitening Professionals
We proudly supply teeth whitening products for both personal and professional use.
Our professional customers include dentists, whitening professionals, estheticians, med spas, beauty businesses, and entrepreneurs building whitening services of their own.
For home customers, that professional side of our business is important too. It means you are buying from a company that works with whitening products every day and supplies customers who depend on them professionally.
For professionals, our goal goes beyond filling an order.
We want you to understand the products you use and feel prepared when you sit down with a client. That is why education, product guidance, and training have always been an important part of what we offer.
A successful professional customer is the kind of customer we hope to serve for years.
White in Minutes®
As The Whitening Store grew, so did our own product line.
White in Minutes® was created around something wonderfully uncomplicated: whitening should work.
When we first tested the whitening gel ourselves, we could see a noticeable difference in as little as 15 minutes, with whitening sessions completed in 60 minutes or less.
The name stuck.
Today, White in Minutes® includes whitening products for home users and professionals and represents what we have learned from years of working directly with whitening customers.
Our whitening gels are made in the USA in an FDA-registered cleanroom facility, and we have built long-standing relationships with many of the manufacturers behind the products we carry.
Some of those relationships go all the way back to our earliest years in business.
Quality Without Inflated Pricing
We believe good products, knowledgeable support, and fair pricing should be able to exist together.
For professional customers, pricing matters because your supply costs affect your ability to build a healthy business. We want the businesses that buy from us to succeed, grow, and still be here years from now.
For home customers, we work to keep our pricing competitive while maintaining the quality standards we expect from the products we sell.
One advantage of being in this industry since 2012 is the relationships we have built along the way. Long-term partnerships with trusted manufacturers help us understand our products better, maintain consistency, and purchase intelligently rather than constantly chasing the cheapest supplier.
We would rather build relationships than shortcuts.
Confidence Is the Real Goal
Teeth whitening may be what we sell, but confidence has always been the bigger idea behind it.
Sometimes that means someone looking in the mirror and feeling a little more comfortable with their smile before walking out into the world.
Sometimes it means a professional walking into an appointment knowing their products, understanding their process, and feeling prepared to take care of their client.
Both matter to us.
After more than 14 years and 33,000 orders, those moments are still what make this business meaningful.
Our Commitment to Inclusion & Equality
Beauty belongs to everyone.
As a woman-founded and independently operated business, The Whitening Store is proud to stand for inclusion, equality, respect, and the belief that everyone deserves to feel welcome here.
Our customers come from different races, genders, ethnicities, religions, abilities, backgrounds, communities, and walks of life. So do the professionals and entrepreneurs who use our products to build businesses of their own.
We believe that diversity is something to celebrate, not something to simply mention when it is fashionable.
Since 2012, we have remained independent and committed to running this business in a way that reflects our values. We believe people should be treated with respect, customers deserve honest information, and small businesses can succeed without losing sight of the people who helped them grow.
We support our customers. We support the professionals building businesses with our products. And we will continue working to make The Whitening Store a place where everyone feels welcome.
The Whitening Store is for you. Always.
Our Promise to You
We will continue to offer teeth whitening products we believe in, honest guidance about how to use them, and real support when you have questions.
We will continue working with home customers and professionals rather than treating either as an afterthought.
We will continue using the experience we have gained since 2012 to help people choose products with confidence.
And no matter how many orders we ship, we never want an individual customer to feel like just another order number.
33,000+ orders have brought us this far. We are incredibly grateful for every one of them.