The Company

Supersmile was founded in 1987 by current President and CEO, Lucia Smigel.

Her husband, Dr. Irwin Smigel, whose achievements in aesthetic dentistry have been documented in a permanent exhibit unveiled by the Smithsonian Institute and National Museum of Dentistry, created the first whitening toothpaste to brighten the smiles of his first generation bonding patients in the mid 1980's. With his patients in mind, the toothpaste was initially created as a small gift to keep their smiles white, strong and healthy between visits.

Originally retailing out of Dr. Smigel’s Madison Avenue office, patients were lining up three deep to get some of this miracle toothpaste. One of those patients happened to be an editor at Mademoiselle Magazine, and sure enough the following month the tooth paste received a laudable write-up. The groundbreaking toothpaste took off. Overwhelmed by the response but armed with strong foresight, Lucia saw an opportunity to turn the toothpaste into a viable operation. Way ahead of the tooth whitening boom, Lucia expanded the brand into a twenty SKU product line.

Today, under Lucia’s leadership Supersmile has become a celebrated line of complete oral care retailing in thousands of locations in over a dozen countries and is a favorite of celebrities world-wide.

Hailed the #1 Whitening System” recommended by cosmetic dentists, Supersmile continues to gain awareness for its unparalleled ability to safely whiten while also cleaning and protecting teeth.

Dr. Smigel

Acknowledged by the New York University College of Dentistry-and celebrated by peers internationally-as the father of aesthetic dentistry, Dr. Irwin Smigel is the founder and current president of the American Society for Dental Aesthetics, diplomate of the American Board of Aesthetic Dentistry, and is the creator and international spokesperson for the patented Supersmile.

Dr. Smigel is a visionary dental clinician who developed the ‘bonding’ technique in the early 1970s; and who has continued to be at the forefront of every major new development in dentistry over the past three decades- including, laminates, veneers, changing facial structures and tooth whitening.

In 1979 Dr. Smigel’s national best-selling book, ‘Dental Health/Dental Beauty’ prompted an appearance on the hit TV show, ‘That’s Incredible.’ On this history-making appearance, Dr. Smigel performed the first nationally televised bonding demonstration in front of 50 million viewers. This single airing changed the face of dentistry forever, giving birth to the concept of aesthetic dentistry.

Dr. Smigel has appeared as a guest on a wide range of national television programs including The Today Show, Good Morning America, Regis & Kathy Lee, NBC News, ABC News, Fox News, CBS News, CNN and other major talk shows.

Dr. Smigel was honored with the Outstanding Contribution to Aesthetic Dentistry Award from the American Academy of Cosmetic Dentistry in 1994. He has authored more than 110 articles on aesthetics in dental journals and has been profiled in most national fashion magazines. He is on the Dental Advisory Board for Dentistry Today and has personally been instrumental in establishing aesthetic dental societies in France, Italy, Japan, Korea, India, Brazil, Turkey and Israel.

In 2000, The Smigel Prize in Aesthetic Dentistry was established by New York University of Dentistry in honor of Dr. Smigel. The Smigel Prize is designed to honor a dentist whose work in the field of aesthetic dentistry demonstrates excellence, talent, vision, commitment and who has made consistent contributions to the areas of dental aesthetics and continuing education. (Calvin Klein, a patient of Dr. Smigel’s designed the Prize.) At the same time, The Smigel Fund was established at NYU to provide aesthetic dental care for young people pursuing careers in the performing arts who might otherwise be unable to afford such treatments.

In 2009, the National Museum of Dentistry and the Smithsonian Institution unveiled “The Smile Experience,” a new historical exhibition, marking the achievements of Dr. Irwin Smigel, the father of aesthetic dentistry.

Dr. Smigel maintains a very successful cosmetic dentistry practice on Madison Avenue in New York City, treating an array of some of the most recognizable smiles in the nation. Key Ingredient-Calprox Supersmile’s line of complete oral care products is the first to incorporate the breakthrough science of Calprox® – our proprietary form of Calcium Peroxide.

Our commitment to delivering you the safest and most effective whitening outside the dentist’s office lead us to the development of Calprox®, and it has become the cornerstone our product line.

Calprox® provides a superior clean by gently dissolving the protein pellicle – a thin film of protein that builds up on the tooth surface, to which plaque, bacteria, and of course, stains adhere. Removing the stained pellicle leaves the teeth cleaner, brighter and smoother for a longer period of time.

Calprox®is far safer than competitive whitening ingredients as it is formulated without silica, a harsh and grainy abrasive that damages the enamel and is commonly found in other whitening and oral care products. Calprox® removes surface stains on natural teeth and is especially kind and effective on artificial tooth surfaces, including bonding, veneers, laminates and dentures.

Not only does the Supersmile line safely whiten, our products are also formulated with Baking Soda to freshen breath and Calcium and Phosphates to help strengthen and re-mineralize the enamel. See our complete line for more information.