With the end of the "MUSEE Whitening" service, New brand of dentist-led "Doctors Whitening" launched.

MUSEE WHITENING, which until now had formed a business alliance with dental clinics nationwide, forming a member group with a cumulative total of over 200 clinics, was operated by a group company of MUSEE PLATINUM Co., Ltd. known in the beauty and esthetic industry. However, the closure of MUSEE PLATINUM stores was announced in March 2025, and the service for said dental clinics had to be terminated accordingly. The sudden suspension of services was an unexpected situation for many patients and member clinics, and there was widespread confusion and anxiety in the field.

Under these circumstances, a group of volunteers, mainly dentists, launched the new brand "Doctor's Whitening" (operated by Doctor's Whitening Co., Ltd.) with the aim of "rebuilding whitening services based on the reliability of medical care.

Certified logo

■Deployment Details

(1) New management structure: Fusion of medical expertise and proven support team

A volunteer group of dentists shares the philosophy and builds the framework of the new brand. In addition, the administrative staff who were involved in the operation of MUSEE Whitening have joined as operational support staff, creating a system that supports clinics and patients from both the frontline and management perspectives.

(2) Careful transition support for existing member clinics

MUSEE Whitening member clinics are now being offered voluntary transition to "Doctors' Whitening. We will support a smooth transition through guidelines and training while leveraging our experience and relationships with patients. This will give patients a sense of security, while at the same time visualizing the credibility and pride of the clinic, which will help to strengthen branding and attract more patients in the community. We will continue to recruit new member clinics as we move forward, aiming to expand our network with clinics that share our philosophy.

(3) Continuous patient guidance and support

For patients who have experienced whitening treatment, we have reorganized our treatment system and service design so that they can continue to enjoy the benefits of whitening treatment with peace of mind. We have abolished conventional contracts and preferential treatment systems, and have adopted a pricing structure that is commensurate with medical quality, with a standard price of 10,000 yen (excluding tax) per treatment within 2025, and with a view to revising the price to around 15,000 yen in 2026 and beyond. The menu and pricing can be flexibly adjusted at the discretion of each clinic, and as "medical whitening" performed by dentists or dental hygienists using hydrogen peroxide, etc., the service will provide high-quality services that are clearly differentiated from self-whitening in terms of both mechanism of action and effectiveness.

(4) Establishment of brand value and differentiating factors

Under this brand, the quality and safety of the treatment provided by member clinics are objectively guaranteed through the supervision of full-time instructors supervised by dentists and the introduction of a certification system. This makes it possible to visualize to consumers the reliability of the brand as a "safe and secure medical whitening brand" and to clearly emphasize the expertise of each clinic. The company will win the support of patients by promoting the differentiated value of "whitening as a medical treatment" backed by expertise, hygiene management, and treatment techniques, rather than simply competing on price.

Future Prospects

Doctors' Whitening aims to have 100 clinics nationwide by FY2026, 300 clinics by 2028, and 700 clinics by 2030. We will redefine the value of whitening that combines both oral health awareness and aesthetic awareness, and promote the creation of a brand that connects patients and the medical field. As a new model of dentist-led rebranding and service renewal, it has attracted significant attention from related industries.

■Brand Philosophy and Significance in the Medical Industry

Doctors' Whitening aims to transform the dental clinic from a place where people don't want to go to the dentist's office to a place where they want to go, and to use teeth whitening as a gateway to nurture the beauty of the mouth and overall health.

Based on the professionalism and social responsibility of dentists, we will not only be a mere brand of treatment, but also a study group that creates credibility and future in the dental care industry.

Company Profile

Company name: Doctor's Whitening Co.

Representative: Hideki Kashiwa, Representative Director

Location: Ginza Wall Building UCF 5F, 6-13-16 Ginza, Chuo-ku, Tokyo 104-0061, Japan

Establishment ： May 15, 2025

Business description: Planning and operation of whitening franchise business,

　　　　　 Training and promotion support for dental clinics, etc.

URL ： https://musee-whitening.com/