About Us

Joyce Osborn Wilson

President / CEO

Joyce Osborn Wilson has been in the wellness industry for over three decades, including owning her own wellness center and beauty salon; during this time she worked to achieve a complete head-to-toe beauty solution that incorporated an affordable, convenient and efficient teeth whitening system that is now known as the Brite White Mini.

Joyce has served as President of the Council for Cosmetic Teeth Whitening, a group of distributors and retailers that sell and distribute self-applied, over-the-counter (OTC) teeth-whitening products that is deemed safe by the Food and Drug Administration (FDA) and by the American Dental Association (ADA). She has also served her community through being a charter member of Leadership for Walker County, Alabama. Joyce also has had the honor to be acknowledged as a Business and Professional Woman of the Year twice throughout her career. Joyce is an author and a publisher of several books. Her research and her tribute to the wellness and beauty community have been featured in top media outlets, including “The New York Times.”

Joyce brings decades of experience to the wellness and beauty industry, including: being a Permanent Makeup Instructor, teaching private classes for skin care, and specialty treatments (such as Microdermabrasion, LED Light for photo-rejuvenation, MicroNeeding, Vascular treatments to remove unwanted skin blemishes (not electrocoagulation) cellulite, hair replacement using MicroNeedling, stretch mark treatments, and teeth whitening).

How It All Began

Teeth whitening treatments were starting to be promoted to the public but dental offices were the primary providers for this high priced service.

Joyce had been using LEDs principally for skin care and developed a protocol for acne and other conditions. She wrote a book entitled, “Take a Walk through Life with LED Light.” She donated a book to the oncology center at UAB in Birmingham where they have since begun using Red LED in some of the skin cancer treatments.

Joyce theorized that LEDs would be effective in teeth whitening and consulted with a scientist friend who provided LEDs for NASA and The Medical College of Wisconsin. The friend confirmed her theories and recommended patenting the process. She followed the advice and now holds worldwide rights and the US Patent and Trademark Office has approved the mark for BriteWhite Teeth Whitening System®.

BriteWhite Was Born

BriteWhite achieved the impossible for teeth whitening. A cutting edge technology based on the patented Blue LED system packaged in a great kit for in-home use.

Manufactured by NovaLite LLC, her company for this new device, the BriteWhite Teeth Whitening System® is the first LED light emitting diode system to be inserted inside-the-mouth using no heat.

The LEDs produce cool blue LED light at a selected wavelength to accelerate effects of the custom activating gel that whitens all teeth, front and back, upper and lower, in less time and without negative side effects often associated with whitening.

Since this is a cosmetic procedure, the FDA has regulated it as a cosmetic treatment, providing a non-dental teeth whitening system for the consumer which is safe, effective, and affordable.


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