Stimson and Shkodra established Well Lit in a bid to "break the stranglehold of big companies that were flooding the market with poor-quality, overpriced LED bulbs".

Halogen bulbs, a type of incandescent, will also be phased out. CFLs, compact fluorescent bulbs, would also be phased out under new standards proposed by the Biden administration in December.

Called Smile and Curli, the two designs both utilise the latest flexible-filament LED technology, which allows the bulbs to be shaped into playful forms.