Product Update
Is Smile Time Still in Business? (2026 Update)
Is Smile Time from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Smile Time today.
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Natalie Quail's teeth whitening pitch stands out from most Den episodes for one reason: she was already making serious money before she ever walked through the door. Two Dragons fought for a piece of SmileTime, and the business has only kept growing since.
The short answer
SmileTime is still very much in business. The brand sells its bleach-free teeth whitening kits directly through its own website, and the company was already turning over close to a million pounds a year at the time it filmed its episode, a strong base to build from.
This is one of the more straightforward still-in-business verdicts in this batch. The product line is live, the storefront is active, and there is no sign of the company having wound down.
The pitch
Natalie Quail, from Radlett, brought SmileTime into the Den in series 19, episode 5, pitching an at-home teeth whitening kit built around PAP, an active whitening ingredient that avoids the sensitivity and pain associated with bleach-based products, while still lightening teeth by several shades.
She had already generated £846,000 in revenue in her first 12 months trading, a figure that clearly impressed the panel, and reportedly went on to make over £1 million in a subsequent year. Peter Jones also flagged a branding gap during the pitch, that Natalie did not own the web address matching her own brand name, a fixable but slightly embarrassing oversight for a business already doing that much in sales.
The deal
Steven Bartlett and Touker Suleyman came in together, offering £50,000 for 20 per cent of the business, and Natalie accepted, bringing two Dragons on board at once rather than one.
Having both a consumer-brand specialist in Touker and a younger, digitally native investor in Steven is a strong combination for a direct-to-consumer beauty product that lives or dies on social media marketing and repeat online purchases, which is exactly the channel SmileTime was already succeeding through before it ever reached the Den.
Why the revenue number matters
Most Den pitches are pre-revenue or early-stage, founders asking for money to get a product off the ground. SmileTime was the opposite: a business already doing close to seven figures a year in sales, using the Den appearance to accelerate growth it had already proven it could generate on its own.
That distinction tends to correlate with survival. A company that has already found paying customers at scale before taking on investment has cleared the hardest hurdle most startups never get past, proving people will actually buy the thing. Investment at that stage tends to go toward scaling a proven engine rather than propping up an unproven idea, which is a materially safer bet for any Dragon writing a cheque.
Where things stand now
SmileTime continues to sell its teeth whitening kits directly to consumers online, trading on the PAP-based, bleach-free formulation that differentiated it from most of the whitening products already on the market. The brand still markets its Dragons' Den appearance prominently, a sign the association has continued to help rather than fade into irrelevance.
Given the revenue trajectory going into the pitch and the continued active storefront since, SmileTime reads as one of the cleaner success stories among this run of Den companies.
The verdict
SmileTime secured £50,000 from Steven Bartlett and Touker Suleyman for 20 per cent equity in series 19, backed by a business already generating close to £1 million a year in sales. The brand is still trading today, selling directly through its own website.
Common questions
Who invested in SmileTime? Steven Bartlett and Touker Suleyman jointly backed the pitch, offering £50,000 for 20 per cent of the business.
How much was SmileTime making before the Den? Natalie Quail told the panel the business had made £846,000 in its first 12 months trading, and reportedly went on to top £1 million in a later year.
What makes SmileTime's teeth whitening kit different? It uses PAP, a bleach-free active whitening ingredient, rather than the peroxide-based formulas common in most whitening products, aiming to avoid tooth sensitivity.
Is SmileTime still selling? Yes. The brand continues to sell directly through its own website and still markets its Dragons' Den appearance.
Where to buy Smile Time
Still selling as of 9 June 2026. Check today's price and availability.
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See the full Smile Time deal breakdown and term sheet →
