Smile Brilliant is a tech-first oral care company delivering high-quality dental products directly to customers’ doors. From custom-fitted night guards to professional teeth whitening kits and electric toothbrushes, Smile Brilliant has served nearly one million customers with around 50,000 orders annually.
Founded in 2012 by a team with over 30 years of professional dental experience, they have grown from a DTC brand into a strategic partner for dental offices and insurance providers.
We sat down with Brendon Alaniz, Project Manager at Smile Brilliant, to learn more about the business and how they’ve grown so successfully.
- Used automation to increase revenue by 47% from 2023 to 2024.
- Have earned a 39x ROI on their Klaviyo investment.
- Power 1:1 messaging with over 50 custom profile properties.
- Drove a 36% repeat customer rate through email and SMS marketing.
As Smile Brilliant scaled, so did the demands on their operations and customer experience. Their custom-built ecommerce platform and manually managed marketing efforts began to strain under the weight of growing order volumes and increasingly complex customer journeys.
Without the right systems in place, they risked bottlenecks in fulfillment, missed engagement opportunities, and stalled growth. They needed a solution that could:
- Scale with their growth while still supporting the unique needs of their business.
- Automate marketing at scale, enabling dozens of workflows to run smoothly without manual oversight.
- Deliver personalized, segmented experiences that could deepen customer relationships, without creating more work for the team.
Smile Brilliant migrated from their custom-built platform to WooCommerce in 2019.
“Custom code gave us control, but it was hard to scale. Woo let us move faster without giving up customization.”
— Brendon Alaniz, Project Manager at Smile Brilliant
Having evaluated Shopify and Magento, they found that WooCommerce was the platform that was flexible enough to support complex features like:
- Three-way shipping logistics.
- Affiliate relationships with dentists, hygienists, and parent/sub-affiliates.
- Custom-branded product landers for B2B2C partners.
- 3D model uploads from dentists for lab services.
WooCommerce’s mature plugin ecosystem, stable architecture, and deep integration capabilities gave Smile Brilliant the foundation to support their aggressive growth strategy.
In 2020, Smile Brilliant added Klaviyo to their WooCommerce stack to fully integrate and automate their marketing activities. By doing so, they:
- Shifted from manual campaigns to AI-powered, segmented automations.
- Launched SMS and email flows triggered by behaviors and dentist referrals.
- Collected 150+ custom profile properties to power 1:1 messaging.
- Used forms and survey flyers to enrich customer profiles post-signup.
They built Shine and Shine Pro, two membership experiences with fully customized landing pages, product catalogs, and commission structures. They also enabled dentists to upload 3D models and recommend products directly to patients.
Since integrating Klaviyo and launching more automated workflows, revenue driven via automations continues to grow, with a 47% YoY increase in automation-driven revenue between 2024 and 2025.
The bottom line? Smile Brilliant created a 39x ROI on their Klaviyo investment.
What’s brilliant about the integration between Woo and Klaviyo?
The WooCommerce and Klaviyo integration helped Smile Brilliant collect detailed customer info, send more relevant messages, and automatically remind customers when it’s time to reorder. Examples include:
- Custom landing pages based on insurance providers, collected via Klaviyo form popups.
- Dentist recommendation flows using personalization tags.
- Product replenishment reminders based on Klaviyo’s AI-predicted reorder timing.
- SMS versions of key flows like win-backs and cart abandonment.
- One-question survey flyouts to enrich audience segmentation over time.
“Personalization means understanding the customer’s needs before they do—and delivering the right product, at the right price, at the right time. With Klaviyo and WooCommerce, we’ve built a system that adapts in real-time based on who the customer is, who their dentist is, and what they’ve told us they care about.”
— Brendon Alaniz, Project Manager at Smile Brilliant
Smile Brilliant isn’t standing still. The company is evolving to power curated oral care products and routines for millions of Americans nationwide. By combining their D2C business with integrations for insurance and dental health professionals, Smile Brilliant is pioneering preventative care initiates that are improving health.
Their company is focused on internal growth while developing a technology suite that aids dentists, insurance, and industry professionals in a mission to help Americans take back control of their oral health — while continuing to make every customer experience feel personal at scale.
About
Vanessa Petersen
Vanessa has spent her career writing helpful things for people across the tech space. Outside of work, she enjoys training for triathlon, rotating through hobbies, and exploring new places both urban and natural. She has two fluffy cats, maintains a few succulents, and has far too many books on her TBR shelf.
