BriteSmile provides teeth-whitening procedures performed using BriteSmile's whitening technology in seventeen dental spas in the U.S. including Atlanta, Beverly Hills, Boston, Chicago, New York City, Palo Alto, SoHo, and San Francisco.

They say a one hour dental appointment can get your teeth up to fourteen shades whiter at a cost of only $399.

Yehuda Fruchter has been following them for five years. BriteSmile (BSML) has suffered from some expansion hardships over the years but he thinks the timing is right to invest in this company. He notes that the largest shareholders of BriteSmile have recently filed with the SEC revealing their intentions to buy up to 50% of the outstanding common stock in an attempt to facilitate a go-private transaction.