The Opportunity

ETS Corporate are pleased to place on the market this online cosmetic retail business which has only just been set up and has started trading. The set-up costs are well over £15,000 (excluding Owners own time) and the business is being sold with stock with a recommended retail value of over £24,000. The business provides vegan natural and ethical teeth whitening kits, with only one other competitor stocking the same product. The Owner is selling because he has to move abroad with a job promotion.


The business can be operated from anywhere and is completely re-locatable; it can be run from a small bedroom.

Business Details

This lifestyle opportunity was established by the Owner in September of 2018, with the first product just having been sold. He is selling because he had had a job promotion and will be moving abroad. The business took several months to set up with over £15,000 worth of investment. It is now trading with a Shopify account and requires marketing. The brand has already gained recognition as a trusted supplier. It has operated a successful pilot scheme locally with some hair and beauty salons.

The mission statement is “To provide affordable teeth whitening using non-peroxide products suitable for vegans and non-tested on animals.”

GRYN Ltd was incorporated to bring affordable DIY teeth whitening to consumers who can’t afford professional whitening every 6 months (~£300+). In addition, GRYN provides consumers with a product that contains no peroxide or harmful chemicals, is suitable for vegans and is animal cruelty-free but also gives really effective results in removing stains and whitening teeth.

The website for the business is It also has 500 Facebook followers.

The business is sold with 400+ Teeth whitening kits in stock with an RRP of £59.99 per kit. A limited number have been sold due to no time to market the product and brand. Total stock RRP is £24,000; the RRP is very competitive with industry comparisons.

The GRYN Expert Teeth Whitening Kit contains a perfect combination of all the key ingredients designed to whiten your teeth with the aid of their special LED gel activating device. Their carefully selected ingredients ensure there’s no pain or sensitivity when using the whitening kit and has delivered results of up to 8 shades whiter. It’s super easy to use and is designed for anyone who suffers from discoloured teeth. The GRYN Expert LED Teeth Whitening Kit will assist in removing tobacco, tea, coffee, red wine and most food stains. It can be used in the comfort of a client’s own home, in the office, whilst relaxing in bed, or on the go.

The kit includes:

1 x GRYN Expert LED Device

1 x Silicon Mouth Tray3 x Special Non-Peroxide Teeth Whitening Gel Syringes

1 x Shade Guide (to monitor your progress)

The prime market is male and female aged 18-35.

The unique selling points of the business are:

  • Great reputation within the local area (Leeds)
  • Non-peroxide
  • Vegan-friendly
  • Animal cruelty-free
  • Credible brand appearance

In the future, the Owner had plans to release a range of products within the same sector to bring in cross-sell opportunities or new innovative products that help teeth whitening whilst retaining the key ethos of the business (natural ingredients, not harmful, vegan-friendly)

The sales strategy moving forward is:

  • To market online via social media channels to drive traffic to the website.
  • Retarget customers via online advertising
  • To sell via eBay
  • To sell via Amazon
  • Make contact with social media influencers which is already underway

The business is operated by the Owner on a very part-time basis. He has subcontracted work as and when required. A new Owner that is able to find a marketing agency then only be required to process orders; deliveries are being processed by Royal Mail.

What are the major strengths of the business?

  • Non-peroxide
  • Vegan-friendly
  • Animal cruelty-free
  • Credible brand appearance
  • Well recognised brand

This product is offered in an industry that is growing and where there is an increased focus on natural ingredients, a product suitable for vegans and increased focus on how products are tested and GRYN meets all these criteria.

What are the major weaknesses of the business?

  • No proven sales record as a brand and company still relatively young.

What opportunities are there for the business?

  • Expand products and partner up with a reputable marketing agency.

Trading Hours

The business is operational 24 hours online.

Financial Details

The business has only just started retailing online but is sold with stock with an RRP in excess of £24,000.


The business is fully relocatable.

Ref:    13368

Price: £4,995 plus stock


These details do not constitute part of an offer or contract. The statements and descriptions given are made without warranties by Enthuse Transformations Ltd (Trading as ETS Corporate). The information contained herein has not been verified by Enthuse Transformations Ltd; complaints regarding the accuracy of the information contained herein will not be acknowledged. Purchasers should in all cases undertake financial due diligence using their own professional advisors before committing themselves in contract rather than relying on illustrations, figures and information given on behalf of the seller. Furthermore, any representations made by any representative of Enthuse Transformations Ltd regarding this business are subject to verification and should be independently corroborated.