Bright Smiles, Smarter E- Sales

Our Story: A Journey of Experience, Innovation, and Strategic Partnerships

An alliance built on shared expertise and a unified vision for advancing dental health e-commerce

More than 25 years ago
Gregory Gutt, a seasoned retail executive with over 25 years of experience, possesses a deep understanding of the retail landscape and a proven track record in commerce and merchandising. He seamlessly transitioned his expertise to the burgeoning e-commerce arena, specializing in the Amazon platform.
More than 30 years ago
Moises Romano, a highly respected DDS certified dentist with over 30 years of orthodontic experience, built a successful career in the dental equipment and supply business. This venture led him to a long-standing and fruitful relationship with Ultradent Inc., a global leader in dental products, particularly renowned for its Opalescence teeth whitening system.
2022
In 2022, Smiling Supply earned the exclusive rights to sell the Opalescence Brand on Amazon. This strategic partnership, a confluence of Gregory's e-commerce acumen and Moises' deep-rooted industry knowledge, resulted in the formation of Smiling Supply Corp.
Present
Smiling Supply Corp. represents a powerful synergy – a fusion of industry expertise and a shared vision to leverage the power of Amazon and e-commerce solutions to enhance the market reach of Ultradent Inc. and its renowned Opalescence brand. This venture is a testament to the resilience and ingenuity of its founders, demonstrating that with passion, dedication, and a collaborative spirit, even the most ambitious dreams can become a reality.

Our Mission & Vision

Glowing E-Comm for a Radiant Brand

Mission

To Bring E-Commerce solutions to Ultradent Products Inc. focusing on the Opalescence brand.

Vision

To be the leading worldwide online destination for premium teeth whitening solutions, empowering individuals worldwide to achieve confident smiles through the power of the Opalescence brand.

Meet Our Team

Experts on a mission to transform digital dental health e-commerce

Greg Gutt 

President

Moises Romano

Vice President

Alex Gutt

Marketing Director

Michael Romano

Marketplace Director 

Adriana Urena 

Operations Manager 

Yari Roman 

Administrative Manager 

Erech Carpio 

Compliance & Listing Optimization

Diego Velasco 

Data Analyst

Sergio Urena

Data Analyst

Daniela Rojas

Walmart & Amazon Compliance & Optimization

Christian Quiroz

Graphic Designer

Sergio Andres

Data Analyst

About Ultradent parent company of the Opalescence brand

Comments and Reviews

What our customers say about our products and service

Group 2131 (1)
Mac
I use the whitening gel, then bought the toothpaste, and it literally lightened my teeth in one use. And it keeps my teeth white. I actually mix it with my pro health toothpaste.
Definitely buy it! Your smile will thank you!
Best. Toothpaste. Ever
Amazon review
Group 2131 (1)
Danielle
Wanted to give this toothpaste a try without investing in a full size, I use it for travel (I travel for a weekend every month). I've really enjoyed it! I do think I will purchase the full size when my current at home toothpaste is used up.
Great for Travel!
Amazon review
Group 2131 (1)
Winterone
I used Opal to whiten my teeth, which worked well. Have been using this toothpaste, which I think helps.
Pricey - this small tube was 12 dollars. Not sure I would buy again due to the price.
Love the flavor, but pricey
Amazon review

Frequently Asked Questions

Well, it’s simple! Opalescence is brought to you by Opalescence®, the world’s #1-selling professional whitening brand—trusted by 25,000+ dentists. We’ve been brightening up over 100 million smiles for the last 30 years, and we pride ourselves in only putting out safe, professional-caliber whitening products backed by dental science. All of our products are easy to use, great-tasting, vegan, certified gluten-free, and certified kosher. How’s that for a better way to whiten?

Our teeth whitening works by removing stains and discolorations from the enamel and dentin. The outer layer of the tooth is called enamel, and beneath the enamel is dentin. Enamel is thin and usually much lighter in color, while dentin is darker and makes up most of the tooth. Enamel can lose its color over time simply from age, but also from things like coffee, tea, tobacco, and other foods and beverages. Also, as we get older, our enamel can thin out, causing more dentin to show through, making the overall appearance of the tooth look less brilliant. The active ingredients in our whitening gels oxidize the discolored molecules deep down in your teeth to remove stains and whiten your smile comfortably. Plus, our original, patented formula is sticky and viscous, preventing the whitening gel from seeping out and ensuring your trays stay in place to brighten up your teeth.

Caughman WF, Frazier KB, Haywood VB. Carbamide peroxide whitening of nonvital single discolored teeth: case reports. Quintessence Int. 1999;30(3):155–161.

Great question! All Opalescence® teeth whitening products are formulated to add brilliance to your smile in their own unique way. Let’s break it down for you: 

  • Both our Classic and Gentle Prefilled Whitening Trays as well as our Whitening Tray Gel Refills use non-abrasive ingredients to safely brighten teeth. 
  • Our Original and Sensitivity Relief Whitening Toothpastes use a mildly abrasive silica to remove surface stains# and keep your teeth glowing.

 Caughman WF, Frazier KB, Haywood VB. Carbamide peroxide whitening of nonvital single discolored teeth: case reports. Quintessence Int. 1999;30(3):155–161.

 Çakmakçioğlu O, Yilmaz P, Topbaşi BF. Clinical evaluation of whitening effect of whitening toothpastes: A pilot study. OHDMBMC. 2009:8(4);6–13.

Our products are proudly made with love and care in South Jordan, Utah.

There’s no need to chill your Opalescence® teeth whitening products! Just find a cool place for them to hang out and keep them handy for your brilliant routine.

While you can go ahead and use Opalescence® teeth whitening products without a special appointment, it’s always a good idea to keep up with those routine dental check-ups. We recommend seeing your dentist before you start whitening, just to make sure you’re good to glow!

Since our teeth whitening products fall under the category of cosmetics, they don’t require FDA approval. That said, all Opalescence® teeth whitening products have been tested for safety and effectiveness according to international standards. Our products also comply with the cosmetic regulations set by the FDA, including the new Modernization of Cosmetic Regulation Act of 2022. (In case you’re wondering.)

Opalescence®  Prefilled Whitening Trays and Refill Syringes for use with a dentist-provided custom tray should be used once a day to achieve the most safe and effective way to get that brilliant smile you deserve. If you’re interested in additional daily whitening, however, we recommend using Opalescence® Whitening Toothpaste twice daily.

Yes! All Opelescence products are both vegan and kosher certified. Look for the certification logos in the packaging.

Yes! All Opalescence® teeth whitening products are gluten free.