How to Start a Teeth Whitening Business

Published by Martha Pierson at April 4, 2022

Since you’re reading this, I’ll assume you’d like to start your own teeth whitening business. And fortunately, the road isn’t difficult, and the rewards are plentiful!

With the proper business plan, permits, equipment, and licensing, you can begin your own cosmetic teeth whitening business. You can upsell these services at your existing dental practice or set up a flexible mobile teeth whitening service.

Why Start a Teeth Whitening Business?

Close up on patient smiling

The teeth whitening industry is a multi-billion-dollar industry. Demand is very high, and there is no sign of slowing down. In 2020, the global teeth whitening market stood at $6.1 million. In fact, according to recent studies, revenue from global teeth whitening products is expected to reach $6.6 billion by 2025.

Teeth whitening services are cosmetic enhancements, not dental procedures. Therefore, many entrepreneurs find the minimal startup costs and training requirements of starting a teeth whitening business appealing.

Additionally, teeth whitening services are quite lucrative due to the high profit margin. These services can cost between $450 to $650 at a dental practice. Conversely, a salon or kiosk can charge clients between $75 and $200.

Choose Your Business Model

There are different ways to start a teeth whitening business. For example, if you have an existing business in cosmetics or dentistry, you could add teeth whitening services to your current offers. However, if you are not in the beauty or dental industry, common business models include setting up a store or kiosk, offering a mobile teeth whitening service, selling private label teeth whitening products online, or becoming a distributor.

Dental Office

Client and technician in a dental office

If you already operate a dental clinic, you should consider offering teeth whitening services.

Upselling teeth whitening products will generate more revenue and grow your business. You can also offer dental financing for your patients to help them afford the payments.

Beauty Professional

If you are a professional in the beauty industry and offer beauty services, you can add teeth whitening to the list. If you already have a customer base interested in cosmetic and beauty-related services, you may see immediate profits.

Remember to display complementary products next to each other to promote cross-merchandising. Also, make sure to update your advertising and marketing materials to get the word out.

Teeth Whitening Store or Kiosk

You can start your teeth whitening business small by renting space to offer teeth whitening services and products exclusively. Ideally, the most profitable location would be in a mall with signage to attract customers. You can always grow your business from here.

Mobile Teeth Whitening Service

Mobile teeth whitening services offer a unique opportunity for entrepreneurs because the consumer can be treated on-site at their home, workplace, or other offices throughout the day. In fact, unlike many medical and dental cosmetic procedures, teeth whitening treatments are usually relaxing, painless, and completed in a short period of time.

Offering mobile services can increase flexibility for the customer and help you stand out from competitors. Instead of customers coming to you, you go to them. For this, you will need a mobile vehicle, such as a van or a truck designed with your business’s logo. Starting a mobile teeth whitening service requires minimal investment and has high-profit margins. You can offer your services at home, near shopping malls, health fairs, or trade shows.

Private Label Teeth Whitening Products

If you are looking to manufacture your own whitening kits, consider working with experienced manufacturers that can produce private label products for your brand. In other words, a third party will manufacture your products and label them under your brand name. You can specify the ingredients, formula, and packaging, and at the same time, safeguard the quality of your products.

Teeth Whitening Distributor or Reseller

If you don’t want to offer teeth whitening services or sell your own products, you can distribute teeth whitening kits to dentists, beauty salons, and spas from the manufacturer. Creating a presence through social media and an online store can help increase your sales. Additionally, your customers can enjoy the flexibility of having their kits shipped directly to their homes.

Get Training and Certification

Dentist training dental assistant

To have a successful teeth whitening business, you need to learn how to whiten teeth effectively, safely, and legally. Moreover, getting the necessary training and certification will help you confidently answer your clients’ questions and show professionalism.

Finally, consider framing your certificate and hanging it up in your office to reassure your clients that you are trustworthy. Teeth whitening training costs around $1,000 to $1,500. 

Research Your Competition

Before offering teeth whitening services, research your local competitors and evaluate their strengths and weaknesses. It will help you identify industry trends that you might have missed, understand why customers choose them over other competitors and how you can improve.

Moreover, you will figure out what types of services are lacking in your area to help you determine what kinds of services to offer. Finally, it will help you create a strategic plan for your business and the future.

Write Your Business Plan

Writing a solid business plan will increase a business’s chances to succeed. A good business plan will help entrepreneurs understand how much capital they need to start a business, determine if the company will be profitable, provide an estimate of startup costs and revenue, anticipate potential problems, and compete in the marketplace. You can always edit and update your business plan to guide you toward different milestones.

Select Your Business Structure

Dentist and dental technician with patient

If you don’t own a beauty salon or a dental clinic and are starting your business fresh, you can operate your teeth whitening service as a sole proprietorship, LLC, corporation, or partnership.

When first starting your business, consider registering your business as a sole proprietorship or Limited Liability Company (LLC).

A sole proprietorship is the simplest type of business structure because it doesn’t require federal registration to operate. The sole proprietor pays taxes on business income on their personal tax returns – the business itself is not taxed separately. However, the sole proprietor is personally liable for all the business’s debts.

An LLC offers limited liability protection and pass-through taxation. This means that the company exists as a separate entity from the owner, and the owner is not personally responsible for the company’s debts and liabilities. Moreover, the small business owner pays taxes through an individual income tax code – not through a corporate tax code.

A corporation is a legal entity with rights and responsibilities as an individual. Meaning that it can enter contracts, borrow money, own assets, hire employees, and pay tax on the profits. A corporation must have shareholders, directors, and officers. The shareholders own the company, the board of directors controls it, and the officers take care of the daily operations.

Two or more individuals can form a partnership. Each partner invests a portion of their money and skills into the business. In return, each partner shares the profits and losses of the company. As a result, business owners are not subject to federal income tax like a sole proprietorship. Instead, they are taxed on their share of the profit.

Choose Your Business Name

Take your time choosing your business name because the name will represent you and your business. Also, check if your business name is available in the trademark database. Once you come up with the name, secure your domain name and social media profiles. You can legally register your business name with the United States Patent and Trademark office. Registering your business is not free. The cost often fluctuates and is based on several factors, such as your state, county, business structure, and the organization you are registering with.

Get Your License and Permit

To operate your teeth whitening business, you need to obtain a business license, doing business as (DBA) registration, and a seller’s permit. You can get your license through your state’s business licensing website and your DBA and seller’s permit from the state Department of Revenue. The costs vary depending on where you operate and state-specific requirements.

For instance, business licenses can cost between $20 and several thousand dollars. Completing the paperwork and paying the filing fees for a DBA can cost between $10 and $100. Additionally, many DBA requirements vary by state, county, and business structure, affecting the cost. Lastly, seller’s permits are typically free; however, you may be required to pay a security deposit.

Purchase Your Products and Equipment

Dental technician whitening client's teeth

Without purchasing the necessary products and equipment, you can’t start whitening your clients’ teeth. Here is the list of the things you will need to start your work:

  • Teeth Whitening Light
  • Professional Teeth Whitening Kits
  • Protective Goggles
  • Dental Bibs & Bib Holder
  • Professional Tooth Shade Guide
  • Handheld Mirror
  • Reclining Chair
  • Take-Home Products
  • Waivers & After-Care Instructions

Set Up Your Business Location

Finally, set up your business location to start whitening your clients’ teeth. Whether you have decided to rent a kiosk, small office, or use your van or truck, make sure the place is clean and organized to give a good impression about your business. Also, make sure the business location is within your budget, is not saturated by your competition, and there is a high demand for your products and services.

Promote Your Business

Graphic designer designing teeth whitening website

It would help to promote your business to get customers into your store. Set up a free Google My Business profile to extend your reach and list your business location on local search results, including Google Maps. With Google My Business, you can present important information about your business, such as your contact information, opening and closing times, a link to your website, and upload photos of your work. Moreover, your clients can post reviews and questions about your business. Make sure to respond and engage with them to build a relationship.

Social media is also a necessity for businesses. Use different platforms to attract and engage with your followers. For direct-to-consumer marketing, create engaging quality content to spread awareness about your products and services, as well as connect and build trust with your target audience.

Also, set up your official website and enhance its Search Engine Optimization (SEO) to help your website rank higher in Google searches. This can be done by using relevant keywords in your web pages and blog posts. Then, as you start making a profit, consider hiring an SEO agency to help you optimize your website. Agencies usually charge around $1,000 per project.

Sum up

The teeth whitening industry is booming, and starting a business in this field has a promising future. There are different business opportunities to leverage, such as offering mobile teeth whitening services, opening a small kiosk, or becoming a teeth whitening distributor or reseller.

No matter which path you choose to follow, make sure to get proper training, research your competition, write your business plan, and select your business structure and name. Finally, get your license and permit, purchase your products, set up your business location, and promote your business to get customers into your store.


Martha Pierson

Martha Pierson

Editor-in-ChiefMartha is Editor-in-Chief at Finturf.com. Her career began in 2003 when she started as an investment banking analyst. Martha continued her career path as a financial advisor for investments. She has a passion for writing and is mainly focused on covering financial and business management topics.

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