It all started 15 years ago with a simple but radical idea: to reinvent the traditional toothpaste and whitening shelves with cosmetics for your smile.

Founded in Stockholm in 2011, Smilelab entered a category that felt clinical, sterile and uninspiring, and introduced something entirely new, oral care that was modern, design-led and beauty minded. We were first, and that pioneering spirit still defines who we are today.  

From the beginning, Smilelab set out to challenge convention through intelligent innovation, elevated design and a fresh point of view. We helped move the smile out of the hygiene aisle and into the beauty universe, creating products that feel as refined as they are effective. From advanced whitening innovation to modern smile care formulas developed with health, performance and aesthetics in mind, Smilelab has always believed that confidence starts with a smile, and that tradition is meant to be reimagined.