Being a C-suite executive is the kind of glamorous existence most people can only dream of. Picture this: intense pressure, demanding hours, and so much scrutiny you’d think they were auditioning for a reality TV show. But wait, what happens when these top-tier executives clock out? Cue the dramatic music!
Welcome to Fortune’s delightful series, The Good Life, where we uncover how rising stars extravagantly squander their time and cash outside the office. Brace yourselves!
Today, we’re diving into the world of Toby Brittan, a sprightly 32-year-old CEO and co-founder of Whites Beaconsfield. Yes, the teeth-whitening brand that took TikTok by storm, all birthed from the humble floor of his studio flat. Talk about an origin story! Forget superhero capes; this guy started with a spatula and a dream!
Raised in the enchanting wilds of Buckinghamshire, Brittan’s work experience didn’t begin with fancy internships. Nope! He kicked off his career at age 16 selling fruits and veggies, and later graduated to a gig at Argos and Jessops. Because nothing says “future CEO” like a dazzling retail background! With a business management and economics degree followed by a master’s in real estate, he probably patterned his life after a particularly ambitious game of Monopoly.
By 2019, Brittan and his brother Ollie, tired of shelling out cash for overpriced teeth whitening treatments, decided to launch Whites Beaconsfield as a side hustle. With a dazzling budget of just £300 and the thrilling motivation to avoid dental bankruptcy, Brittan built a website using a £19 ($25.40) Shopify subscription while channeling his inner millennial entrepreneur.
What started as boxes of teeth strips sold to friends and family morphed into a business sensation like a butterfly emerging from its cocoon—if the cocoon were more of a TikTok filter than a chrysalis. With targeted ads that would make seasoned marketers weep with joy, the brand skyrocketed, and by 2020, Brittan swapped his secure salary for a thrilling life of £1,800 ($2,400) monthly overheads and countless cups of instant coffee. Who needs stability when you have ambition?
Thanks to the pandemic spa-day boom, Whites Beaconsfield became the belle of the TikTok ball, reaching over 2 million UK customers and racking up £10 million ($13.4 million) in revenue for 2024. He’s had a few stumbles—because who wouldn’t?—including a post-pandemic dip and a period of solo management after his brother ghosted. But fear not, for Whites Beaconsfield has triumphed and is expanding into Superdrug and Europe like a British invasion, minus the confusing accents.
The Finances
What’s been the best investment you’ve ever made?
Ah, my first pair of running trainers! Because nothing screams “financial wisdom” like investing in memorabilia for your jogging routine. It taught me discipline and resilience—qualities that certainly come in handy while dodging competitors in the teeth-whitening game.
And the worst?
A crypto coin that tanked, leading to a jaw-dropping loss of £15k. Lesson learned: don’t throw money at something just because it has a catchy name—unless it’s “Whites Beaconsfield,” of course.
What’s your living arrangement: a fancy penthouse or a cozy suburban hideaway?
After a decade of adulting away from home, I’ve moved back in with my mum. Talk about keeping it real! Nothing quite like mom’s cooking and the occasional scolding about not using coasters to ground a burgeoning CEO.
What’s in your wallet?
The essentials, including my AMEX—because nothing says “start-up” like racking up air miles on a budget. I’m managing to fuel the dream one flat white at a time!
What’s the cheapest thing that’s made the biggest difference in your life?
That £19 Shopify subscription marked the start of my empire. I was sitting on the floor of my flat, and voilà! I wasn’t just creating a business; I was building a future—one teeth strip at a time, powered by caffeine and audacity.
Do you invest in shares?
Sure! I’ve placed my bets on some small enterprises, because nothing’s better than helping startups flourish while I bask in my success. It’s like a business cycle of life!
The Necessities
How do you get your caffeine fix?
We have a coffee machine at the office that sees more action than I do—especially mid-afternoon when energy plummets and productivity dips. My drink of choice? Oat flat white, with a hint of vanilla if I’m feeling particularly adventurous.
What’s your go-to meal on the run?
I have a notorious habit of eating at my desk—it’s like fine dining, but with less ambiance and more keyboard crumbs. My weakness? Nando’s! But my waistband can only handle that weekly.
Where do you shop for groceries?
I opt for convenience—like a seasoned pro picking up snacks before midnight Netflix binges. I shop daily with my mum because who wants to commit to a whole week’s meal plan? On a whim, I fancy being spontaneous!
How often do you cook versus dine out?
It’s about half and half, depending on how life is treating me. Friday’s dinner out is a sacred tradition, typically a scrumptious feast at Lavvin, my Turkish haven.
What does your work outfit entail?
Casual comfort is key! After years in a suit, I made a bold switch to jeans and hoodies. Who knew that the C-suite could be so cozy? Does this mean I’m an innovative chief or just chronically lazy? The line blurs.
The Treats
How do you unwind from the stress of CEO life?
Running is my escape route. Nothing clears the executive mind like pounding the pavement—unless you count an intense Netflix binge as cardio.
What’s your take on work-life balance?
Let’s be honest: it’s pretty much a unicorn at this point. I’m back in the office by 7 a.m., averaging 60-hour weeks. It’s less of a balance and more of a precarious tightrope walk!
How do you reward yourself after a victory?
A cheeky Turkish takeaway while catching a football match. Nothing says success like eating Shish Kebab while lounging around in your sweatpants!
What’s your splurge item?
An Audi RS5. It’s practically a childhood fantasy come true—because who doesn’t crave a midlife crisis on wheels?
How much vacation do you actually take?
Not much! My wanderlust comes second to my workaholic tendencies. Though I did manage to squeeze in trips to Ibiza, Cannes, and China this year! What can I say? I’m a multi-talented traveler.
Fortune seeks to know what “Good Life” means to its leaders. Feel free to reach out if you think your existence is more amusing!
