Meet the millennial who turned a $400 side hustle into TikTok Shop’s biggest teeth whitening brand in the UK—now he splashes $335 a month on haircuts

Being in the C-suite is a high-pressure job with long hours, board responsibilities, and intense scrutiny. But what is it like to be a top executive when you’re off the clock? Fortune’s series, The Good Life, shows how up-and-coming leaders spend their time and money outside of work. — Today, we meet Toby Brittan, the 32-year-old CEO and co-founder of Whites Beaconsfield, the TikTok-famous teeth whitening brand he started in his early 20s from the floor of a small one-bed flat. Raised in Britain’s rural Buckinghamshire, he started working at 16 years old—first on a fruit and veg stall, then at

Being in the C-suite is a high-pressure job with long hours, board responsibilities, and intense scrutiny. But what is it like to be a top executive when you’re off the clock? Fortune’s series, The Good Life, shows how up-and-coming leaders spend their time and money outside of work. — Today, we meet Toby Brittan, the 32-year-old CEO and co-founder of Whites Beaconsfield, the TikTok-famous teeth whitening brand he started in his early 20s from the floor of a small one-bed flat. Raised in Britain’s rural Buckinghamshire, he started working at 16 years old—first on a fruit and veg stall, then at