The Founder
BDS · Trinity College Dublin
From my first months in the chair I watched patients spend money on whitening that either didn't work or hurt their teeth. So I made the line I wanted to recommend.
— Salwa
The Story
Salwa was born in Baghdad in 1999, into a family of dentists, doctors, and GPs — medicine on every branch of the tree. Picking dentistry, she says, was less a decision than an inheritance. "It's the closest medicine gets to portraiture."
She moved to Dublin to study at Trinity College, finishing her BDS in 2023 and stepping into clinical practice the same year. The conversation that would eventually become SuSmiles started almost immediately — patients asking what she actually used, patients flinching through supermarket gels, patients wanting something luxurious, safe, and made for the way they really lived.
She began formulating SuSmiles in 2024, working with chemists she'd trained alongside, testing every iteration on willing patients (and herself). When the serum finally felt right, she built the LED kit. When the kit was done, she designed the pen for the woman who only had sixty seconds.
"It had to be the kind of thing I'd keep on my own bathroom shelf — and the kind of thing I'd tell my best friend to use."
Three Convictions
What I tell my patients.
Whitening is not bleaching.
Done properly, with the right peroxide dose and a well-formulated gel, whitening is genuinely safe. The chemistry just needs respect.
Sensitivity is a formulation problem.
If your whitening hurts, the formula is wrong. We built a serum that disarms the nerve in sixty seconds — because flinching is a design failure.
Aesthetics aren't shallow.
Feeling confident when you smile changes how you move through the world. I see it in my chair every week.
The Chronology
From Baghdad to Dublin.
- 1999Born in Baghdad
- 2023BDS, Trinity College Dublin
- 2023Begins clinical practice in Dublin
- 2024Starts formulating SuSmiles
- 2026Launches SuSmiles to the girlies