"The eyes may be the window to your soul but the smile is the first thing people notice and remember"

Dr. Irwin Smigel, DDS.
Founder of Supersmile + The Father of Aesthetic Dentistry

It all began in 1967…

While astronauts were landing on the moon and hippies were partying at Woodstock, Dr. Irwin Smigel was working on the world’s first “tooth-bonding” technique that changed his practice (and the field of aesthetic dentistry) forever.

The revolutionary technique allowed Dr. Smigel to painlessly fix imperfections, chips, and gaps in teeth, which was something no dentist had done before. But he didn’t stop there.

Dr Smigel’s innovation paved the way for additional contributions to the field including veneers, laminates, and teeth whitening which led to him establishing The American Society for Dental Aesthetics and earning the accolade, The Father of Aesthetic Dentistry.

Lights, camera, action!

After debuting his innovative bonding technique on the popular TV show “That’s Incredible” in 1979 and teaching his methods across the globe, Dr. Smigel achieved world-renowned fame and became the most sought-after aesthetic dentist.

In just a few decades, Dr. Smigel had become a legend among celebs, treating patients like Jimmy Fallon, Kelly Ripa, and countless others who wanted beautiful, healthy smiles.

Meanwhile, back in the lab…

Despite achieving world-wide fame and working with A-list celebrities, Dr. Smigel was always committed to his mission of making healthy, white smiles accessible to all patients, which is why he continued to innovate beyond bonding.

True to his mission, Dr. Smigel developed the first-ever toothpaste that could whiten and brighten natural and newly bonded teeth in 1983, giving everyone – regardless of fame or fortune – access to a white, healthy smile.

The secret to this new formula was his invention of Calprox®, a proprietary formula of encapsulated calcium peroxide and minerals that gently and effectively dissolves the sticky film from teeth (aka the stuff stains stick to!) without the risk of sensitivity.

These two innovations led to the development of a commercial version of his revolutionary toothpaste that would deliver the best oral care at home, while prolonging the health and beauty of teeth and gums between dental visits.

4 years later, Supersmile® was born

To further his mission, Dr Smigel and his wife, Lucia, founded the Supersmile® brand in 1987 with a collection of clinically proven formulas that could whiten smiles, freshen breath, and fight cavities, without causing sensitivity.

Since the days of big hair and power ballads, Supersmile has continued to innovate every year with new products that seamlessly blend science with wellness, ensuring everyone has access to smile care systems that not only whiten, but protect and promote healthy teeth, healthy gums, and overall health.

Today, Dr. Smigel’s mission and legacy lives on

While Dr. Smigel has
since passed, his
legacy is far from
fading out.

In addition to being the founder of The American Society for Dental Aesthetics and inspiring the annual “Smigel Prize” (designed by his client, the world-famous designer Calvin Klein) at New York University, he literally wrote the book on cosmetic dentistry, Dental Health/Dental Beauty, which became the foundation for the concept of aesthetic dentistry in and outside the industry.

In 2009, Dr. Smigel was officially recognized by the National Museum of Dentistry, an affiliate of the Smithsonian Museum, in a permanent installation called The Smile Experience, an exhibit which pays homage to his contributions to the field of Aesthetic Dentistry. The exhibit features his case histories of changing facial structure and videos of his remarkable, real-life transformations in aesthetic dentistry.

Beyond his accolades and awards, Dr. Smigel was also an active philanthropist in the arts, education, dentistry, breast cancer and autism awareness, and his family continues to support these important causes as a way of keeping Dr. Smigel’s generous spirit alive.

New innovations await!

Supersmile® continues to be run as a family-owned, woman-led business (with Lucia and their daughter, Bellanca at the helm), ensuring Dr. Smigel’s mission lives on for generations to come.

Every year, Lucia, Bellanca, and the Supersmile® team dream up new ways of innovating in the aesthetic dentistry space; in 2019, the team launched their first wellness line featuring their revolutionary Awake & Relax toothpastes, which deliver the signature whitening power of the Supersmile® brand with added health benefits.

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