Back in the 1980s, before the days of bleaching gels and strips, Dr. Irwin Smigel created the first whitening toothpaste. At first, he only sold the toothpaste out of his Madison Avenue office, where his patients loved it so much that lines began forming out the door. A magazine editor got wind, and the toothpaste took off. The rest is dentistry history, and Supersmile is now known for its full line of premium whitening products.