Its LaserSmile system uses a laser to perform soft tissue and cosmetic procedures, including teeth whitening.

FORBES: Biolase Smiles Again

It was fashion and beauty experts who revealed teeth whitening as a business opportunity, not dentists.

FORBES: Three (Incredibly Stupid) Mistakes I Made -- And How You Can Avoid Them

They included contact lenses that helped her read the teleprompter, makeup, haircuts, manicures, teeth whitening and subscriptions to magazines and newspapers.

FORBES: Taxing Professional Clothes

Additionally, the new "Beauty Effect" feature gives users several post-shooting "re-touch" options including skin toning and smoothing, teeth whitening, eye widening and shine removal.

ENGADGET: Sony's ruggedized Cyber-shot TF1 hits this month for $199, we go hands-on

Early forms of teeth whitening include using the herb elecampane (Inula helenium) to scrub the teeth and taking sage leaves and making a powder of them and salt.

BBC: Medieval teeth 'better than Baldrick's'

Last fall, for instance, we worked with Intuit subsidiary Quicken, issuing a report on Mustached Americans being in greater financial need due to their profligate spending habits on ladies, leather pants and teeth whitening.

FORBES

Near the bottom of the New Scientist homepage are "sponsored links" that launch the curious to odd destinations including teeth whitening sites or German language sites that sell women's shoes--places that are probably only marginally interesting to most New Scientist readers.

FORBES: Magazine Article

Mark Mazer, whose teeth-whitening firm is doing well, said he thought Mr Romney would be best for small businesses.

ECONOMIST: The Republicans

Many toothpastes on the market claim to have 'whitening' properties - meaning that they may remove stains, rather than change the natural colour of the teeth.

BBC: Whitening toothpastes 'don't work'