Smile Brilliant is a technology-driven oral care company that provides high-quality dental products directly to customers. Offering custom-fitted night guards, professional teeth whitening kits, and electric toothbrushes, Smile Brilliant has served nearly one million customers with approximately 50,000 orders annually.
Established in 2012 by a team with over three decades of professional dental experience, the company has evolved from a direct-to-consumer brand into a strategic partner for dental offices and insurance providers.
We interviewed Brendon Alaniz, Project Manager at Smile Brilliant, to gain insights into the company’s success and growth strategies.
- Implemented automation to boost revenue by 47% from 2023 to 2024.
- Achieved a 39x return on investment with Klaviyo.
- Utilized over 50 custom profile properties for personalized messaging.
- Achieved a 36% repeat customer rate through email and SMS marketing.
As Smile Brilliant expanded, operational and customer experience demands increased. Their custom-built ecommerce platform and manually managed marketing efforts struggled with growing order volumes and complex customer journeys.
Without the right systems, they faced potential fulfillment bottlenecks, missed engagement opportunities, and stalled growth. They needed a solution that could:
- Scale with growth while addressing unique business needs.
- Automate marketing at scale, allowing workflows to run smoothly without manual oversight.
- Provide personalized, segmented experiences to deepen customer relationships without adding workload.
Smile Brilliant transitioned from their custom-built platform to WooCommerce in 2019.
“Custom code gave us control, but it was hard to scale. Woo let us move faster without giving up customization.”
— Brendon Alaniz, Project Manager at Smile Brilliant
After evaluating Shopify and Magento, they chose WooCommerce for its flexibility in supporting complex features like:
- Three-way shipping logistics.
- Affiliate relationships with dentists, hygienists, and parent/sub-affiliates.
- Custom-branded product landers for B2B2C partners.
- 3D model uploads from dentists for lab services.
WooCommerce’s mature plugin ecosystem, stable architecture, and deep integration capabilities provided Smile Brilliant with a foundation for aggressive growth.
In 2020, Smile Brilliant integrated Klaviyo with WooCommerce to automate marketing activities, achieving:
- Transition from manual campaigns to AI-powered, segmented automations.
- Launch of SMS and email flows triggered by behaviors and dentist referrals.
- Collection of 150+ custom profile properties for 1:1 messaging.
- Use of forms and survey flyers to enrich customer profiles post-signup.
They developed Shine and Shine Pro, membership experiences with customized landing pages, product catalogs, and commission structures, enabling dentists to upload 3D models and recommend products directly to patients.
Since integrating Klaviyo and launching automated workflows, automation-driven revenue has grown, with a 47% year-over-year increase between 2024 and 2025.
The bottom line? Smile Brilliant achieved a 39x ROI on their Klaviyo investment.
What’s brilliant about the integration between Woo and Klaviyo?
The integration helped Smile Brilliant collect detailed customer info, send relevant messages, and automatically remind customers when it’s time to reorder. Examples include:
- Custom landing pages based on insurance providers, collected via Klaviyo form popups.
- Dentist recommendation flows using personalization tags.
- Product replenishment reminders based on Klaviyo’s AI-predicted reorder timing.
- SMS versions of key flows like win-backs and cart abandonment.
- One-question survey flyouts to enrich audience segmentation over time.
“Personalization means understanding
