The Kit That Outlived the Wedding
It started as one bride's request. It became a 10-minute habit for more than 10,000 people. Here is how a proposal turned into BRITEN, and who looks after it now.
A Challenge at the Proposal
In March 2019, Ryan Chaliff proposed to Erica Halpern, and she had a condition: wedding-white teeth, no sensitivity. She looked around and found nothing that delivered both. So she challenged her future husband to build one.
Ryan is a practicing dentist with a DDS and an MD from Columbia University and a member of the American Dental Association. Erica is a Columbia graduate. Between them they spent months researching a sensitivity-free whitening gel and a wireless LED mouthpiece that uses blue and red light. They launched it as Bride Brite in 2019, then added Groom Glow for the other side of the aisle. More than 10,000 customers have used it since.
Built for Weddings, Kept for Life
Here is what surprised Ryan and Erica: people kept using the kit after the ceremony. Coffee before work. Photos for the office. A video interview on a Tuesday. The ten-minute routine stopped being a wedding task and became a habit, which told them the product had outgrown its name.
Same Dentist, Same Gel, Same Promise
In 2026, Ryan and Erica passed the brand to Something New, a small company in Springfield, New Jersey that builds products for life's milestones. Something New renamed it BRITEN. The gel is still Dr. Chaliff's formula. The mouthpiece is the same. The protocol is unchanged: 10 minutes a day, 10 days, 65+ treatments per kit, safe for crowns, veneers, and braces. BrideBrite and GroomGlow continue as the wedding editions.
Something New's promise is narrow and concrete.
BRITEN is a brand of Something New LLC, Springfield, New Jersey.
Still Doing the Same Work
The kit that started at a proposal is still doing the job it was built for.
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