DETROIT — Whiten is the newest advancement in professional at-home teeth whitening, and it is made in Michigan.

A group of local entrepreneurs have combined forces to create a product that they say will not only revolutionize the teeth whitening industry, but will also boost the Michigan economy by being manufactured in Imlay City.

Until recently, truly professional LED teeth whitening results were only available at a cost of $300 to $700 for a single treatment in dental or other professional offices. The creators of Whiten have improved upon the existing technology and designed an affordable retail product that is pain-free, hands-free and produces real, professional results in 10-minute sessions any time of day in any location at home or on the go.

Whiten’s creators say that for less than the cost of a single in-office teeth whitening, they have made it possible for customers to own their own professional teeth whitening system.

This homegrown product is the brainchild of Michiganders Kaya Bromley and Joseph Dwyer. They first got involved with the teeth whitening industry through Bromley’s father,  who owns a dental equipment and supply company in Sterling Heights. Very familiar with the other professional at-home teeth whitening products on the market, Bromley and Dwyer sought to be the first to recreate an actual professional whitening procedure in a retail product.

“We knew all about the products out there and we knew how to produce professional results,” Bromley said. “With a lot of hard work and the expertise of a knowledgeable manufacturer, we created a hands-free, retail product that really does make teeth 4 to 6 shades whiter without the price tag of an in-office treatment.”

Whiten’s patented design and technology did not happen overnight. The system was perfected through years of rigorous development and testing with the expertise of business partner Joe Winget of Valtec in Imlay City. Winget decided to diversify from Valtec’s key market, plastic injection molding for the automobile industry. In response to the economic challenges posed by the Michigan automotive industry the past few years, Winget and Valtec’s other owners, Nick DeMiro, Pete Salpietra and Joe Tignanelli, saw an opportunity to create jobs in Michigan and to support the local economy. Their efforts have paid off as Whiten is launching nationally this month.

The patented, hands-free Whiten teeth-whitening system combines LED light with a proprietary mouthpiece and a specially formulated, non-sensitive gel. It is the same whitening technology used by dentists and professional in-office whitening, but at a fraction of the cost. The complete Whiten kit retails for $199 and includes a Luminator base, a USB charger, a mouthpiece, a case, 12 single-treatment gel tubes, and a travel bag. One household can share a single Luminator and buy multiple mouthpieces, which are interchangeable. An extra mouthpiece and gel set can be purchased for $59.95 and includes one mouthpiece with case and 12 single-treatment gel tubes.

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