Smiley is an Israeli smile and oral-care brand offering products designed around teeth whitening, fresh breath and everyday dental hygiene. Its online collection includes whitening kits and strips, whitening mousse and charcoal powder, alongside electric toothbrushes for adults and children, a professional bamboo toothbrush, a water flosser, flavored toothpastes, breath spray, premium gum and natural smile oil. Customers can also choose bundled options, including the SmileyKIT whitening set and a premium package.

The brand says its products were developed after research and consultation with dental professionals. Smiley reports that more than 50,000 Israelis have used its products and shares customer survey results about perceived whitening, confidence and savings; these figures are presented as findings from its own research with 500 customers after one month of use. The website promotes free delivery, a 30-day trial and responsive customer service, available Sunday through Thursday. It also provides information about returns, shipping, subscriptions and terms of service, and offers email updates about promotions, new products and sales.