History

• 2003

  WHITE ESSENCE Co., Ltd (former name: A.I.C. Co., Ltd.) is established

• 2004

  Develops WHITE ESSENCE's system for the operation and management of franchisees

• 2005

  Starts franchise operations

  Relocates to Sakuragaoka-cho, Shibuya Ward to expand the head office

• 2006

  Establishes the Dental Aesthetics Training Center

• 2007

  The number of WHITE ESSENCE-affiliated clinics exceeds 20

  Develops a dedicated CRM system

• 2008

  Develops a dedicated WHITE ESSENCE reservation system

  Establishes a call center

• 2009

  Develops ARKS, an order placement management system

• 2011

  The number of WHITE ESSENCE-affiliated clinics exceeds 50

• 2012

  Relocates to 3-chome, Shibuya, Shibuya Ward to expand the office

  Develops an image simulation system

• 2013

  WHITE ESSENCE's first overseas office opens in Dunnan, Taiwan

  Develops WSC, an information system for educating affiliated clinics

  The number of people who have undergone our dental whitening procedure exceeds 200,000

  Establishes Osaka Branch

• 2014

  The number of WHITE ESSENCE-affiliated clinics exceeds 100

• 2016

  Our head office relocates to the 11th floor of the same building and is renovated for expansion

  Establishes the Recruitment Section supporting the recruitment of dental hygienists

  Acquires regulatory approval of WE Light Class II, an irradiator for dental whitening

• 2018

  The number of WHITE ESSENCE-affiliated clinics exceeds 170

  Whiteessence Whitening Pro, a bleaching agent, acquires Class III regulatory approval

  Develops WE Tre, a new e-training system

  The number of people who have undergone our dental whitening procedure exceeds 484,000

• 2019

  The name of our company is changed to WHITE ESSENCE Co., Ltd.

  Develops WE Challe, an e-learning system

  Starts TV commercials

  Releases and launches WEcare, a casual WHITE ESSENCE brand

• 2020

  The number of WHITE ESSENCE-affiliated clinics exceeds 200

  Launches a device for generating ultrafine-bubbles

• 2021

  Obtains regulatory approval of WHITE ESSENCE Home Whitening 10%, a dental bleaching material

  The number of people who have undergone our dental whitening and cleaning procedures exceeds two million

Episode

Obtains approval to office-based dental bleaching

At the clinics affiliated with WHITE ESSENCE, dental hygienists use dedicated whiteners and instruments in their procedures. All of the whiteners and instruments are highly functional and have received the approval of the Ministry of Health, Labour and Welfare, reflecting a great deal of consideration for safety and security. For example, Whiteessence Whitening Pro contains hydrogen carbonate and is a unique product item that we spent eight years developing with universities and other cooperators. Whiteessence Whitening Pro obtained approval and a patent for use as a specially controlled medical device in December 2018. Committed to the usability and design of products, we spent three years developing an irradiator specifically for dental whitening, and with it we became the only company in Japan with a certification for a controlled medical device or medical equipment requiring specialist maintenance and management (Class II).

The name of our company is changed to WHITE ESSENCE Co., Ltd.

Previously named A.I.C. Co., Ltd., we were renamed WHITE ESSENCE in 2019 to accelerate the development of our WHITE ESSENCE brand to provide dental clinics with management-related information and expertise in dental care practices, mainly including dental whitening and non-covered dental cleaning. Enabling both our business and company to have the same name has facilitated our branding more than ever before and helped us to gain favorable recognition.

The number of affiliated clinics exceeds 200 nationwide

Partly because of the novelty of our business model, many clinics have requested that they be affiliated with us right from our founding. But we chose not to blindly affiliate with more clinics. We have placed importance on the quality of service and have required that the clinics that wish to affiliate with us satisfy rigorous standards related to the environment for procedures, financial conditions and other matters. We repeatedly engaged in low-profile efforts to communicate the value of WHITE ESSENCE business at seminars and other opportunities and provide dental clinics with hands-on support to steadily gain their trust and develop a track record. As a consequence, the number of affiliated dental clinics that connect with our philosophy exceeded 200 in 2019.

The number of people who have undergone our dental whitening and cleaning procedures exceeds two million

In addition to increasing the awareness of dental clinics, our business partners, we put significant effort into using TV commercials and other mass media to advertise to targeted consumers and have steadily endeavored to increase their recognition of our dental whitening business. At the same time, we have been proactively committed to technological development and the improvement of services and have worked with affiliated clinics to develop an environment that is satisfactory to customers, in pursuit of entertaining preventive dentistry that enables you to feel excited about visiting the clinic. Thanks to these and other efforts, we smoothly gained new and repeat customers and, in 2021, the number of people who have undergone our dental whitening and cleaning procedures have reached an unprecedented two million.