Professional Tooth Whitening
With over 30 Years Experience – Made in Germany

WHITEsmile GmbH was established in 1994 as one of the first companies dedicated to professional tooth whitening. Our goal has always been to support dentists in creating brighter smiles for their patients. As a privately owned company, we treat our customers, employees, and partners like members of the WHITEsmile family. Based in Birkenau, Germany, we introduced our fläsh premium tooth whitening system in 2016, reaffirming our commitment to innovation and excellence. WHITEsmile products are sold in over 70 countries.

Benno Walter
CEO WHITEsmile GmbH

Jörg Haist
COO WHITEsmile GmbH

Mission, Vision & Values

Our mission at WHITEsmile is to revolutionize professional tooth whitening by delivering reliable, innovative, and trusted solutions that enhance patient confidence, elevate oral health, and empower dental professionals to create brighter, more beautiful smiles every day.

Our vision is to lead global tooth whitening by inspiring raving fans—patients who love their results, professionals who trust our reliability, employees who thrive with purpose, and partners who share our passion for excellence. Together, we create brighter smiles and brighter futures.

Our values revolve around reliability, innovation, quality and trust. We strive to exceed expectations by providing advanced tooth whitening solutions that empower dental professionals and boost patient confidence. Collaboration is central to our approach: we work closely with employees, partners, and the global dental community to uphold excellence in everything we do. By championing these values, we create a supportive environment where ideas flourish, brighter smiles become reality, and shared success drives us all forward.

Benno Walter, CEO WHITEsmile GmbH

Product Classification of Tooth Whitening Products in the European Union

Whitening products in the EU with 0.1% to 6% hydrogen peroxide are classified as cosmetics with the cosmetic directive 2011/84/EU. Whitening products in this concentration can only be used on patients over 18 years and sold only by dentists. Our medical tooth whitening products with more than 6% hydrogen peroxide are medical device in the Europe Union and can be used only with a medical indication. National provisions have to be respected. Outside the EU local rules apply. WHITEsmile has admission both as a cosmetics manufacturer and as medical device manufacturer.