Our Experts

At WSD Labs USA, we have the rich experience and deep expertise required to provide valuable guidance and caring support to help your business flourish.

We want to be your trusted partners and truly know that YOUR Success is OUR Success!

1. Gregory Heward, Co-Founder, CEO and CSO (Chief Smile Officer)

Mr. Heward is a life-long, serial entrepreneur with a string of successful ventures to his credit, including being recognized with the Provincial Grant for Innovation and Entrepreneurship in Ontario, Canada. Working in family businesses throughout his youth, Gregory gained his confidence, authenticity and work ethic from his parents and he embodies that inspiration and commitment to excellence every single day. While still in college, Gregory cut his entrepreneurial teeth by inventing solutions to solve people’s problems and help people’s lives, founding businesses such as Mr. Sparkle Windows and VIP Phoenix Transportation Service, both of which were sold as going concerns. 

These experiences taught Mr. Heward the discipline, organizational and interpersonal skills that have underpinned his success. In 2007 his entrepreneurial instincts led him to the Teeth Whitening business as he co-founded Wave Light Whitening services for medical, dental and aesthetic professional use.  This venture firmly established that the teeth whitening industry was on the edge of an explosion and consumers were hungry for more choices. His favorite quote is “We are in the business of making people SMILE--our customers, our employees and the world!”  He knows how to solve for every customer need because he’s been there, building the business of Smile Solutions from the ground up. Starting as a “one-man Smile Maker” he learned first-hand the power of a bright white Smile.

Co-founding WSD Labs USA, in 2010, Mr. Heward turned his focus to creating the best, most innovative and safest Custom Smile Solutions and comprehensive Custom Service Solutions available in the world. Mr. Heward acts as inspirational business leader CEO and CSO (Chief Smile Officer) as he leads the WSD team in their mission to deliver fast, flexible, innovative and complete whitening solutions that exceed all customer expectations.

2. Heather Weston Co-Founder, Senior Partner

With advanced knowledge and experience across many sectors of the Health and Beauty Industry, Ms. Weston brings insightful leadership skills and exceptional business acumen to the WSD Labs USA team.

She has an entrepreneurial spirit and has built numerous businesses, including Professional Services, Beauty, Technology and Oral Wellness brands from startup stage to profitable sale and on-going success. She specializes in the beauty and wellness category, with a proven track record of developing and launching new concepts and introducing cutting-edge trends in aesthetics services.

She partnered in bringing the OPI brand of professional nail products to North American and leveraging the salon and spa channel to build the brand into a dynamic consumer powerhouse. This ability to spot and promote new health and beauty movements led her to discover the emerging consumer market for safe and effective teeth whitening options. Following the successful model of OPI, Ms. Weston co-founded Wave Light Whitening services for medical, dental and aesthetic professional use in 2007 establishing that the teeth whitening industry was on the edge of an explosion and consumers were hungry for more choices.

In 2010, Ms. Weston co-founded WSD Labs USA to help entrepreneurs and established brands enter the teeth Whitening category and provide their consumers with complete Custom Whitening Product and Service Solutions. She has been instrumental in establishing the strategy, infrastructure, systems and processes required to support the growing business and leads by recognizing individual's strengths and inspiring them to their fullest potential.

3. Dr. Martin Giniger, DMD, PHD Scientific Expert

Dr. Giniger’s private dental practice is located on Park Avenue in New York City, the aesthetic dentistry capital of the world. He graduated with highest honors from Fairleigh Dickinson University School of Dentistry, and completed a GP residency at Newark Beth Israel Medical Center. Dr. Giniger went on to earn a prestigious specialty certificate in Oral Medicine and Oral Pathology and a Ph.D. in Chemistry from the University of Connecticut School of Dental Medicine.

Dr. Giniger has 35 years of experience as a practicing dentist and 25 years of experience working, consulting and conducting clinical research for major pharmaceutical companies, such as Colgate Palmolive, Procter & Gamble, Church & Dwight, Go Smile, and BriteSmile among others. He has a special interest in dental products and has published several manuscripts relating to this topic. Dr. Giniger has helped to develop new professional and pharmaceutical products, which have generated $10 billion dollars in aggregate sales.

Dr. Giniger is the recipient of numerous awards and accolades including the prestigious NIH Physician-Scientist Award and additional significant scientific grants. He was also the recipient of the Lester Burkett Award from the Academy of Oral Medicine for excellence in that sub-specialty of dentistry and has been awarded membership in the Omicron Kappa Upsilon National Dental Honor Society and fellowship in the the International College of Dentistry. Dr. Martin Giniger has also been employed by the United States of America Federal Trade Commission to serve as lead expert witness in all dental related matters.

Dr. Giniger's academic positions have included Professor of Physiology at the Louisiana State University School of Medicine, Assistant Professor of Oral Medicine at the Louisiana State University School of Dental Medicine, Director of the Medical Blood Chemistry Laboratory at Louisiana State University School of Dental Medicine, Clinical Scholar at the University of Connecticut, Director of the Division of Diagnostic Sciences at the University of Medicine and Dentistry of New Jersey and Director of the Department of Community Services at UMDNJ-New Jersey Dental School. Dr. Giniger has also authored numerous articles and is frequently interviewed by leading dental journals, consumer magazines and regularly appears as a guest commentator on national television news stations.

He is considered by the dental industry to be the world's leading authority in the formulation of oral care products and is proud to be part of the WSD LABS USA team. He specifically chose to partner with WSD because of their unequalled commitment to excellence, and the impressive team of professionals they have assembled to work at their newly expanded ISO 9000, FDA Certified manufacturing facility.

4. Lori Modico, International Sales Manager

Ms. Modico has 25 years of multi-faceted experience in the Beauty & Aesthetic Industry in business development roles with leading brands such as Dermalogica, Allergan and Pierre Fabre.  She brings a wealth of knowledge in the both the professional and consumer channels. She specializes in teaching leadership skills and empowering teams to deliver customer satisfaction in real time for high-performance results. Her passion for people, products and relationships inspires her creativity in developing customized business solutions tailored to the unique needs of every partner.

Ms. Modico is a graduate of Hofstra University with a BBA in Finance. She earned a certification from Cornell University in Marketing Strategy, Certification from Hofstra University in Social Media Digital Marketing Intensive and is currently completing a program in Data Analytics at Muhlenberg College.

As the WSD Labs USA, International Sales Manager, Ms. Modico is responsible for a dynamic and growing business and a team of Smile Solution Specialists dedicated to customer success. She personally matches each customer with the Smile Solution Specialist best suited to serve their needs, bringing out the best each Specialist has to offer. She believes in the power of a smile and committed to making people smile, her team, her stakeholders and her customers.

5. Louise Stiver International Operations Manager

Ms. Stiver’s background combines extensive entrepreneurial experience across multiple venues with diverse corporate responsibilities making her the perfect match for the fast-paced, high-growth and customer focused environment of WSD Labs USA. Her experiences as founder, owner and operator of her own resort property and restaurant, taught her the critical need for caring for every customer as if they were your only customer and for all employees as if they were family. Responsible for all areas of operations, Ms. Stiver insists upon scrupulous commitment to quality, meticulous hygiene standards, attention to detail and the importance of multi-tasking skills. Having also managed the shipping yard of Canada’s largest grower and supplier of lawn and garden centers, Sheridan Nurseries, she demonstrated the ability for problem solving and decision making in real time to optimize the life cycle and sale cycle of hundreds of botanical inventory stock keeping units.

Ms. Stiver started with the WSD Labs USA in 2013, in the warehouse filling pens and syringes, picking and packing orders to gain a firm understanding of the business. She was quickly promoted to the assistant to the CEO and has served as International Operations Manager of WSD Labs USA since 2015. She was instrumental in opening and establishing protocol and processes for excellence in operations for the USA based warehouse and distribution facilities. She led the expansion of WSD Labs USA end-to end Custom Services including regulatory guidance, production, filled to order product creation, diversified assembly options and direct fulfillment. She supports worldwide customers from start-ups to consumer product giants and is responsible for the newly expanded ISO 9000, FDA Certified manufacturing facility.

6. Head of Regulatory Compliance - TBD

7. Lisa Capote, Corporate Counsel

Earning her Juris Doctor from the University of Miami in 2005, serving on numerous boards and the Florida Bar Leadership Academy committee, Ms. Capote was recognized as a Thomson Reuters Super Lawyers Rising Star. As the founding member of Capote Law Firm, Ms. Capote represents various domestic and international corporate clients, including Fortune 500 companies, established businesses and entrepreneurs. She provides insights and guidance on corporate matters, investment and financing agreements and contract law. Ms. Capote focuses her practice in the areas of regulatory compliance and corporate transactional. Her international trade practice includes representing clients before regulatory agencies, such as the Consumer Product Safety Commission, FDA, EPA, USDA and Customs and Border Protection including the importation and regulations of foods, drugs, medical devices, and chemicals. She assists with the vast and complicated regulations that affect a majority of products in the consumer oral wellness category and beyond. She provides counseling on product development, third party reviews, FDA Form 483, facility and product registrations. As outside general counsel, Ms. Capote assists WSD Labs USA in keeping abreast of the changing regulatory and compliance landscape worldwide in order to advise and serve WSD Labs USA Customers. 

8. Lisa Hawkins, Consulting CMO

With over thirty years of experience in Strategic Planning, Marketing, Communications, Business Development, Media, and Digital, Ms. Hawkins is a recognized expert in optimizing brand value and perfecting the consumer journey. She led all Consumer and Wholesale facing initiatives for brands such as Estee Lauder, Christian Dior and SPANX. She specializes in developing insightful strategies to ignite the intersection of product, brand, user experience and technology. Her background includes executive roles across a broad swath of sectors including Fashion, Beauty, Intimate Apparel, Oral Wellness, Wines and Spirits, and Omni-channel Retail. Ms. Hawkins’s unique background enables her to be equally adept at creating strategy, positioning and branding for world-class enterprise and start up entrepreneurs alike. She earned a BA in Economics, Summa Cum Laude, Phi Beta Kappa and holds a Masters of International Business and Finance from Columbia University in the City of New York. In her role with WSD Labs USA, she helps to crystalize the core values and essence of WSD to highlight and emphasize their focus on providing superior products and exceptional service to exceed customer expectations at every touchpoint. Ms. Hawkins’s consulting services may be contracted to assist WSD Labs USA customers in the creation of exceptional brands of their own.