1997: The Year Tooth Whitening Broke.

Posted on February 9, 2006 

1997: The Year Tooth Whitening Broke.

Kelly Jessing
HYGIENIST

I just remember thinking that there was no way this was happening. It was just the three of us in Seattle, which at the time was the middle of nowhere. We were basically laughing at the possibility of ever being huge. I mean, in 1995 you would’ve been hard-pressed to find anyone who thought they needed a whiter smile. And insurance plans didn’t cover that sort of thing. But then, almost overnight, we just kind of looked at each other and went, “Is this really happening?” Because suddenly, we were it.

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