Beautiful smiles run in the family

Hi, we’re Lucia and Bellanca, the mother-daughter-duo behind Supersmile. Back in 1987, our family founded Supersmile with world-renowned dentist, Dr. Irwin Smigel (aka hubs and daddy to us). While Dr. Smigel has since passed, we continue to run the business as CEO and Chief Innovation Officer, ensuring his legacy (and the amazing products he created) live on. Together, we continue to promote the importance of comprehensive smile care, not just for whiter smiles, but for healthier, well-lived lives. We hope our family’s formulas spark as much joy for you as they have for us!

Lucia Smigel


Bellanca Smigel Rutter


David Llewellyn

Marketing Director

Ali Fadakar

VP of Operations

Vanessa Sharma

Director of Operations

Chantel Lauray

Customer Service

Yani Rengifo


Lois Smigel

Financial Consultant

Chris Fernando


Rachel Wiener

Sales Director

Michelle Walliser

Art Director

Motushi Ahmed

Product Development Manager

Ellen Davidson

Office Manager

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