As he prepared for jaw surgery a few years back, Josh Elizetxe, 26, got to be friends with his oral surgeon and orthodontist. When they told him how big the tooth-whitening space had become, the Arizona State University graduate, who’d been starting businesses since age 13, got excited.
With the two professionals advising him as informal consultants, he launched his business, Snow, in 2016 using Instagram to promote the affordably priced tooth-whitening kit he sells.
Consumers responded quickly, sending in posts with pictures of themselves using the product — which Snow shared on its own page. “The selfie helped us explode around the world,” says Elizetxe. “When people are posting…