Before cosmetic dentistry had a seat at the cultural table, it was often sidelined by negative stereotypes—think Marathon Man or Little Shop of Horrors. However, the narrative changed when Dr. Bill Dorfman — Founder of Century City Aesthetic Dentistry — joined ABC’s Extreme Makeover.
“This was the first time cosmetic dentistry was ever highlighted in a transformative light on primetime TV,” he says. “It wasn’t just great for my practice, it was a win for the entire field.”
The national exposure led to a spike in interest. “Our practice was busier than ever before—almost 200 new patients a month,” Dr. Dorfman recalls. But more importantly, the show reframed dentistry as empowering, not elective. “What gave Zoom Whitening the biggest push was Extreme Makeover,” he adds, referencing the teeth-whitening brand he co-created in the early 2000’s,.
“There weren’t great teeth-whitening products on the market, so we created one”. What began as a recurring role on daytime television ultimately became a powerful catalyst for Dr. Dorfman’s brand, as he reflects, “That kind of visibility eventually helped us become known for the number one treatment for in-office teeth whitening, too.”
Building Framework Beyond Fame
Dr. Dorfman didn’t stop at clinical excellence or media appearances. He built a brand that spans wellness, entrepreneurship, and influence. His work has been featured on The Doctors, Oprah, Good Morning America, the E! Network, and more, but he emphasizes that it’s always been about impact.
He remains committed to creating top-tier products that blend science, safety, and innovation. Most recently, Dr. Dorfman launched two enamel-safe solutions designed to fit seamlessly into modern lifestyles from the comfort of home: POOOF! Teeth Whitening Strips and Kickballz, a bold new caffeinated gum that delivers energy on the go — both products combining oral care with functional performance.
Even Dr. Dorfman’s most glamorous contributions—like the million-dollar diamond-studded grill he created for Katy Perry’s “Dark Horse” video—speak to his innovation. The project earned him a second Guinness World Record and unexpectedly demonstrated how dentistry could intersect with pop culture.
Celebrities and Service
Known as “Hollywood’s Smile King,” Dr. Dorfman’s clients have included Anne Hathaway, Usher, and Eva Longoria. However, he quickly notes that his relationships with high-profile patients carry meaning far beyond his Century City office.
Giving back has always been a priority for Dr. Dorfman, who supports his community through an organization he founded in 2013, LEAP Foundation — a nonprofit motivational leadership program. The foundation hosts a weeklong summer program, LEAP Week, providing high school students and young adults with a clear roadmap to success, many of whom come from underserved communities. It’s a passion project where the famed cosmetic dentist’s work creates a full circle moment with his famous clients, many of whom have donated their time, expertise, and life experience as LEAP Week guest speakers to help guide the next generation towards success.
“The most significant thing that my high-profile patients have done for me is through my philanthropic endeavors,” he explains. Mark Wahlberg, Eva Longoria, and Paula Abdul have all come to participate in LEAP. Their presence helps us attract amazing students. They help generate value for philanthropy.”
The LEAP Foundation: A Legacy in the Making
This year’s LEAP Week runs from July 13th – July 19th, at Pepperdine University in Malibu, promising what Dr. Dorfman calls “internal transformation.”
“The most meaningful and priceless value the students walk away with is truly believing in themselves,” he shares.
The foundation’s mantra, “walk like a ten,” encourages students to embody confidence in all areas of life. “If they want to be a ten in life, they need to walk like a ten, talk like a ten, act like a ten—and surround themselves with other tens.”
For 60% of LEAP participants, it’s the first time someone has told them they’re capable of greatness. “By the time they leave, they know they’re a ten, and they know what they need to do to stay a ten,” Dr. Dorfman adds.
Master your Mindset
As both a clinician and mentor, Dr. Dorfman leads with intention. “Don’t wait for opportunities in life—make them,” he tells his LEAP students. “And when you do get a great opportunity, don’t just take it. Master it.”
This mindset has shaped everything from his Century City Aesthetic Dentistry practice to his bestselling book, Billion Dollar Smile.
Though he’s known for giving patients their dream smiles, Dr. Dorfman wants people to know his office isn’t just for celebrities: “Everyone should have access to the best. That’s what drives me—helping people become the best version of themselves.”
You can follow Dr. Bill Dorfman’s work at @drbilldorfman on Instagram or learn more about the upcoming LEAP Week at www.leapfoundation.com.
Written in partnership with Tom White
