About Us

About Us

Built in Switzerland, for one purpose

The Bright Lab makes a single product and makes it precisely. A smart whitening device, an app that measures rather than assumes, and a gel formulated with a specialist in aesthetic dentistry.

One idea sits under all of it: whitening should be measured, not estimated. We launch in the UAE first, with a gel approved for sale here.

The Bright Lab whitening device showing the internal LED array and sensor, with the charging case behind

Our Mission

To make whitening a measured process rather than a guess, and to do it to a standard people can verify.

Our Vision

To become the oral care brand people trust precisely because we say less and prove more.

The Bright Lab Story

Our Story

The Bright Lab began with a straightforward observation. Whitening products ask you to accept a result you cannot measure, on a timeline nobody can verify, with a treatment identical for every mouth.

So we built the measurement in. Working with Swiss engineers and a specialist in aesthetic dentistry, we developed a smart whitening device, a gel approved for sale in the UAE, and an app that reads your enamel shade before your first session and after every session that follows.

The result is a treatment that adapts to the person using it, and a set of claims we are willing to have checked.

The Bright Lab is made by JAWSOME SA, founded in Geneva in 2018. In its early days the company was coached through platinn, the innovation support network for western Switzerland, and in 2021 it took third place in the Retail & Consumer Services category of Venture, the Swiss startup competition.

Our Core Values

Three principles, and we would rather be held to them than praised for them.

Precision

We measure before we treat, and we measure again after. Every claim we make about your results comes from a reading, not an assumption.

Restraint

One product, made properly. We would rather do a single thing to a Swiss standard than a range of things adequately.

Transparency

Approved ingredients, stated concentrations, honest timelines. If a result takes three weeks we will not tell you it takes one.

Science Behind Our Smile

The Science Behind Our Smile

The device was developed in Switzerland. The 6% gel is registered and approved for sale in the UAE. The app reads your enamel shade, sets your protocol from what it finds, and measures the change after every session.

Read More

The people behind it

The Bright Lab was built in Switzerland by three people with three different reasons to care about getting it right. An engineer, an operator and a dentist.

The Bright Lab founders

Dr. Nacer Benbachir

Esthetic Dentistry Specialist

Simon Meillet

Chief Executive Officer

Antonio Vetrò

Chief Technology Officer

Scientific advisor

Prof. Dr. Ivo Krejci

Prof. Dr. Ivo Krejci

Scientific advisor

Professor emeritus at the University of Geneva, where he held the chair of Cariology and Endodontology from 1998 to 2022. Fellow of the Academy of Dental Materials, author of more than 350 articles and book chapters on restorative dentistry, and founder of the university's Master of Advanced Studies in Microinvasive Esthetic Dentistry.

He advises The Bright Lab on protocol design and on the standard our claims are held to.

What the product is backed by

Customer reviews will appear here as they come in. In the meantime, here is what stands behind the product.

UAE approved

Our 6% whitening gel is registered with the UAE Ministry of Industry and Advanced Technology and approved for sale as a cosmetic product.

Aesthetic dentistry led

Formulated with Dr. Nacer Benbachir, specialist in aesthetic dentistry, and advised by Prof. Dr. Ivo Krejci of the University of Geneva.

Swiss engineering

The device is developed in Switzerland, to Swiss engineering standards.

Recognised in Switzerland

Third place in the Retail & Consumer Services category of Venture 2021, the Swiss startup competition. See the result.

Available now in the UAE

Delivered from Switzerland by DHL Express, with UAE duties paid.

Order now