"In 2019, Brittan and his brother Ollie launched Whites Beaconsfield as a side hustle after getting fed up with the cost and hassle of in-chair whitening and the lack of high-quality, at-home alternatives. Brittan built a website with a £19 ($25.40) monthly Shopify subscription, while working from his flat, and scraped together a £300 ($400) budget to get the brand off the ground."
"Soon they were running £10-a-day Facebook ads ($13.40), and by 2020, the side hustle was pulling in thousands of pounds a day. That's when Brittan, then just 28, made the leap and quit his 9-to-5—swapping a healthy salary for £1,800 ($2,400) of monthly overheads and a lot of 24/7 graft."
"A boom in at-home beauty during the pandemic helped turn Whites Beaconsfield into one of TikTok Shop's biggest whitening brands, now serving more than 2 million customers in the U.K., with over 890,000 units sold on the app since 2023 and annual revenues hitting £10 million ($13.4 million) in 2024."
Toby Brittan, a 32-year-old CEO and co-founder of Whites Beaconsfield, launched a teeth whitening brand in 2019 with his brother Ollie as a side project while working in real estate. Starting with just £300 and a basic Shopify website from a one-bedroom flat, they identified frustration with expensive in-chair whitening and poor at-home alternatives. The business gained traction through Facebook ads and word-of-mouth, eventually generating thousands of pounds daily. By 2020, Brittan quit his job to focus full-time on the venture. The pandemic's boom in at-home beauty products accelerated growth, transforming Whites Beaconsfield into one of TikTok Shop's leading whitening brands, now serving over 2 million UK customers with annual revenues reaching £10 million in 2024.
Read at Fortune
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