A brighter smile, backed by a team that takes it seriously
Lovelysmiles is a New Zealand teeth whitening business built on one simple idea: professional, accredited whitening should be straightforward, comfortable, and genuinely effective: not a guessing game.
Why we exist
Lovelysmiles started in Wellington in 2007, when our founder JJ named the business after his wife Jeevan (known to everyone as “Lovely”). It began as a whitening studio, but the early years surfaced a problem the industry wasn’t really solving: too many clients dealing with sensitive teeth, and results that didn’t stick around.
So JJ set out to fix it properly. Between 2009 and 2010, he developed Lovelysmiles’ own 3-in-1 whitening gel from scratch. It was built to whiten, desensitise, and strengthen enamel in the same treatment. At the time, it was one of the only whitening products actually made in New Zealand. In 2010, Lovelysmiles became a founding member of the NZCTWA (the New Zealand Cosmetic Teeth Whitening Association), with JJ as founding and current president; a body recognised by NZ’s EPA, Ministry of Health, and Dental Council alongside the NZDA.
Eighteen years and more than 50,000 treatments later, that same gel is used by dental and non-dental practitioners around the world, and JJ still personally trains many of them. Closer to home, the philosophy hasn’t moved: everybody who comes into contact with Lovelysmiles (client, colleague, or supplier) should walk away with a lovely smile, treatment or not.
One national team, every clinic
Auckland and Wellington CBD are both run by the same trained team, to the same standards. Wherever you book, you get the same experience.
Accreditation & guarantee
We hold ourselves to accredited industry standards, including NZCTWA accreditation and FernMark backing, and we back every treatment with a money-back guarantee.
Meet JJ, our founder
Lovelysmiles is still run hands-on by the person who started it. JJ (Kulbhushan Joshi) is the business’s founding and current NZCTWA president, and he’s still regularly in-clinic. Clients often mention his banter as warmly as their results. He also trains dentists internationally on the whitening system he built, taking Lovelysmiles’ approach well beyond New Zealand.