How Wonderful Dental Built a Successful Dental Company From an Idea

Building a successful dental company starts with solving a real problem for dental practices. In this vendor spotlight, Jillian sits down with Dr. David Epstein and Jason Epstein of Wonderful Dental to talk about product development, e-commerce, dental supply pricing, warehouse growth, patient-friendly preventive products, and the lessons dental practices can learn from a company built around better care and smarter operations.

In this vendor spotlight blog post, Jillian sits down with Dr. David Epstein and Jason Epstein to explore the history behind Wonderful Dental. From pediatric dentistry to the founding of a family-run dental product company, this conversation shows how one clinical problem turned into a growing business serving dental offices across the country.

The story also highlights a larger lesson for dental practices: better products, better supply visibility, and smarter purchasing decisions can improve the patient experience while helping offices save money. You can listen to the conversation on our podcast page: https://www.zenone.com/podcast/ or read the interview highlights below.

Key Lessons From Wonderful Dental

• Start with a real clinical problem. Wonderful Dental began because Dr. Epstein saw that children disliked the taste, texture, and experience of common preventive products.
• Use real feedback before scaling. Product testing started close to home, including feedback from Dr. Epstein’s grandsons.
• Keep overhead low when possible. The company used e-commerce to reduce traditional sales and advertising costs.
• Build supply-chain visibility early. As demand grew, Wonderful Dental needed better warehouse systems and inventory forecasting.
• Compare pricing and buying options. Dental practices should not assume the traditional supply catalog is always the best option.

How Wonderful Dental Started

Jillian: I was reading about the background and history of Wonderful Dental, but I’d like to know more about how it started and turned into a successful dental company.

Dr. David Epstein: In 2016, after 50 years of practicing pediatric dentistry and 18 years of teaching at the University of Connecticut, I retired. I looked at the future, and one of the things I noticed was the negative reaction most kids had to the prophy paste or fluoride varnish used in dentistry.

I wanted to create a better product that was better tasting, hypoallergenic, and met my requirements for a good preventive product. I worked with chemists to develop flavors, and we found a way to use synthetic flavoring to eliminate allergens and make the product taste good. I tested everything on my six grandsons, who are very critical, and when they gave a thumbs up, those were the flavors we went with.

I also realized that the cost of doing business in the dental supply industry was very high. So, we started an e-commerce company to minimize overhead costs and save offices money. Joseph helped with marketing and increased sales by 800% in the first six months. Jason joined the company later to handle the technical side and make the company a well-oiled, functioning entity.

At 81 years old, my role in the company is to provide information and create good relationships with our offices. I have met so many nice dentists and pediatric dentists from all over the country, which has been wonderful. The input from Joseph and Jason has made this company successful. They are the nuts and bolts behind the scenes, making everything happen and growing the company.

From Small Warehouse to National Supply Reach

Jason: When we first started, we were operating from a small warehouse in Connecticut, close to Dr. Epstein’s residence. As the company grew, we realized we needed a more technologically advanced warehouse that could receive orders electronically and provide real-time visibility.

So, we moved to a warehouse in Brooklyn. Today, we have around 40 to 50 warehouses, with our two main locations being in Pennsylvania and Texas. Our goal is to open a third warehouse in California, but we need to make sure we have enough product in our supply chain to fully stock it before the end of the year.

Why Supply Chain Visibility Matters for Dental Companies and Practices

Wonderful Dental’s growth shows why supply visibility matters. When demand changes, a dental product company needs to know what is available, what is delayed, and how fast it can restock. Without that visibility, even a strong product can become hard to deliver consistently.

Dental practices face a similar issue on a smaller scale. If the team cannot clearly see inventory levels, supplier availability, and upcoming needs, the office can run out, over-order, or pay more than necessary. Whether you are building a dental company or running a private practice, inventory visibility helps protect patient care, reduce stress, and keep purchasing decisions under control.

Supply Challenges After COVID

Jillian: With supplies being limited due to COVID, I feel like manufacturers are still trying to catch up. Have you faced any challenges with getting the supplies needed to make your product?

Jason: We’re lucky that most dental supplies use bad flavors, but we use good ones, and there are plenty of those available. Flavor has not been our challenge. But we have faced challenges with lid stock, forming web, and other things.

We work closely with our suppliers to give them visibility into our dental inventory demand and try to get ahead of it as much as possible. It has impacted us a few times where we have run low in stock on certain flavors. But we hope to continue getting enough supply to service all the offices we have grown significantly over the last few years. We are trying to get ahead of the forecast.

How Wonderful Dental Expanded Its Product Line

Jillian: Did you start off with just prophy paste, or did you always offer both prophy paste and fluoride? How did you expand your product offerings?

Dr. David Epstein: We started with varnish. The original varnishes were terrible tasting and unattractive. I switched to varnish in my office after studies showed that it was more effective. We used a fluoride varnish that was dark amber in color and almost unpalatable in taste. After using it, parents would ask why their child’s teeth were yellow after just getting them cleaned.

We worked to improve the flavor of the varnish by masking the taste of the rosin and alcohol. We also improved the prophy paste by eliminating the titanium dioxide that made the paste super sticky and difficult to rinse off. We removed the fluoride from the prophy paste as it had no significant reduction in decay. Our focus is on eliminating allergens and making products that are patient-friendly and office-friendly, even if they are not the most visually appealing.

Jason: The key to a successful dental practice is time management, and this is especially important in pediatric practices where children may resist fluoride treatments or polishing. Good flavors make these procedures more efficient and save time. Children enjoy the flavors, and the products have other benefits too, such as reducing the risk of clogging office plumbing.

Making the Dental Experience Better for Children

Jillian: What advice do you have for making the dental experience positive for young children, especially in pediatric dentistry?

Dr. David Epstein: This is what inspired me to become a pediatric dentist over 50 years ago. When I was in dental school, I was not a fan of going to the dentist. When I walked into the Children’s Dental Clinic for the first time, I was scared. I didn’t have much experience with children, and I was single with no children of my own. But for some reason, kids liked me, and by the end of my senior year, my classmates were sending me difficult kids to treat.

It clicked, and I fell in love with pediatric dentistry. I went on to teach at the University of Connecticut for 18 years. When I retired at 75, I felt it was not appropriate to be in the clinic teaching kids anymore. But I discovered the internet was a wonderful opportunity to continue teaching and communicating with dentists.

Could Wonderful Dental Have Predicted This Growth?

Jillian: Could you have ever imagined that Wonderful Dental would become what it is today when you first started?

Dr. David Epstein: Not in my wildest dreams could I have imagined the need for these kinds of products and the reach I would have with so many offices. I have to credit Joseph for his marketing efforts, as it has touched so many people and created a warm and friendly feeling toward Wonderful.

The feedback we have received has been fantastic, and it has all been due to our exceptional marketing program. As the business grew, I saw the logistics were beyond my abilities or Joseph’s, and that’s where Jason filled the gap, completing the triangle and making the company function well.

The Role of Samples in Dental Product Sales

Jillian: Your company has received amazing reviews, and what’s great is that you offer samples. What samples do you have available?

Dr. David Epstein: We offer a sample packet of all of our products on request. Providing samples is a necessary and effective part of our promotion, but it can be costly. We try to do it on a selective basis. When offices request samples, we are happy to send them out. As we have partnered with large groups such as Zen, we offer samples to all members of that group. We rely on Zen to connect us with offices and are always happy to send out samples.

Pricing Takeaway for Dental Practices

Jillian: One of the goals when starting the company was to make products at a cost that was affordable for dental offices. How do you analyze pricing and make sure it is optimal and affordable?

Dr. David Epstein: It was a real epiphany for us when we realized we could make all these products and save offices money. We realized we could eliminate major expenses such as advertising in dental journals and reduce the cost of attending meetings and having booths.

Once we found out we could reach offices through an e-commerce company, we could pass those savings on to them. We also reduced our packaging cost, which lowered the price of our prophy paste. Offices were surprised that a dental company actually lowered the price of something. I’ve been practicing for 50 years, and I’ve never seen that happen before.

Some companies would push offices to spend more money by offering promotions, but that never sat right with me. Our prices are fair and reasonable, and I think offices appreciate that.

Practice takeaway: Do not assume the biggest supplier always has the best price. Smaller vendors, direct-to-practice brands, and e-commerce options may offer better value on specific products. The best approach is to compare product quality, price, shipping, availability, and fit for your patients before placing the order.

What Wonderful Dental Is Excited About Next

Jillian: Is there anything you are particularly excited about for Wonderful this year? Are there any forecasts or things you’re looking forward to?

Dr. David Epstein: I am excited about continuing to build relationships with dental offices. Our goal is not just to be a dental supply vendor, but to create a strong bond with offices so they feel free to contact us with questions. As for new products, we are considering adding more flavors in the future. Our most popular flavor has been marshmallow, and recently, s’mores flavor varnish has received great feedback. We also have a unique prophy paste product for adults that has been well received.

Jason: Historically, marshmallow has been the most popular flavor for paste and varnish. Our s’mores flavor varnish has been a hit. Our adult line of prophy paste, which is 20% coarser than medium, has also taken off because it is more efficient at removing stains while still polishing the enamel.

Dr. David Epstein: I have a background in pediatric dentistry and have seen a lot of changes over the years. I learned that coarse paste damaged the enamel, but medium paste was not strong enough to remove stains. That’s why we created the adult line of prophy paste, which is 80% less coarse than coarse paste. I believe in always improving and finding better ways to do things. A lot of what I offer to dental offices is based on my personal experiences and lessons learned over the years.

Advice for Dental Offices Trying to Save on Supplies

Jillian: Is there anything else you would like to add as far as advice for dental offices that want to save on dental supplies?

Jason: Zen offers great products that save money for dental offices. We are grateful to be a part of Zen because it reaches a wider audience. My advice to dental offices would be to take advantage of buying directly and not just rely on dental supply house catalogs. Investigate better products at better prices through e-commerce companies like Zen.

Dr. David Epstein: My advice would be to consider the quality of products while looking for cost savings. At Zen, we focus on providing the highest-quality products and constantly making improvements. In my practice, I always sought the best products for my patients, and when starting the company, this was a top priority. We never wanted to compromise the quality of our products for cost savings. The cost savings turned out to be a secondary benefit. Our philosophy has always been to provide the best products.

Final Thoughts

Jillian: Thank you for joining me today and for being partners of Zen. Your company brings more than just great products. It brings a positive experience for patients with your flavors. It may seem small, but it makes a big difference in the dental experience. Thank you!

Wonderful Dental’s story is a strong reminder that dental innovation does not always start with something complicated. Sometimes it starts with a simple question: how can we make this better for patients and easier for offices? By improving taste, reducing unnecessary overhead, building better supply visibility, and keeping pricing fair, Wonderful Dental created a model that dental practices can learn from too.

Frequently Asked Questions

How do you build a successful dental company?

A successful dental company usually starts by solving a real problem for dental practices or patients. Wonderful Dental began by improving the taste, feel, and usability of preventive dental products for children and offices.

Why does supply-chain visibility matter for dental vendors?

Supply-chain visibility helps vendors understand demand, forecast inventory needs, prevent stockouts, and keep products available for customers. Without it, growth can create delivery and inventory problems.

How can dental practices save money on dental supplies?

Dental practices can save money by comparing vendors, buying directly when appropriate, reviewing e-commerce options, tracking product usage, and considering both product quality and total cost before ordering.

Why should dental offices compare supply prices?

Dental supply prices can vary by vendor, packaging, shipping cost, and availability. Comparing prices helps practices avoid overpaying while still choosing products that fit their clinical standards.

What can dental practices learn from Wonderful Dental?

Dental practices can learn the value of patient-focused product choices, strong supplier relationships, smart inventory forecasting, and using e-commerce or direct purchasing to reduce unnecessary costs.