NewSmile
NewSmile is a U.S. direct-to-consumer dental brand selling FDA-cleared clear aligners, retainers, and night guards to adults seeking affordable, at-home teeth straightening without clinic visits.
- Company typePrivate
- Founded2020
- HeadquartersNew Castle, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What NewSmile does
NewSmile is a direct-to-consumer dental brand that sells FDA-cleared clear aligners, custom retainers, and night guards to U.S. consumers seeking an affordable, clinic-free alternative to traditional orthodontic treatment. Founded in 2020 and operated by NewSmile Technology Inc. (incorporated in the United States), the company runs a small team of 11-50 employees from its base in New Castle, with nationwide shipping reaching all 50 states in 2-4 business days. The product platform centers on two clear aligner SKUs — Fast Track day aligners ($1,095, 22-hour wear, 4-6 month treatment) and Night Aligners ($1,195, 10-hour overnight wear, 8-10 month treatment) — supported by an at-home PVS impression kit, licensed dentist-reviewed 3D treatment preview, remote dental monitoring, and complimentary professional whitening. Post-treatment products include custom clear retainers (with a subscription tier), extra thick retainers, and a line of hard, hybrid, and soft night guards for bruxism. The portfolio also extends to the Petal sub-brand of oral care accessories (ultrasonic cleaners, whitening systems, water flossers, toothbrushes, and cleaning pods) sold individually and in bundles.
The business is structured as a pure-play DTC e-commerce operation built on Shopify, with no physical retail footprint. NewSmile generates revenue primarily through one-time aligner purchases averaging $1,095 per customer, supplemented by a growing layer of recurring revenue from retainer and night guard subscriptions, plus accessory cross-sell. The company accepts HSA/FSA payments through a partnership with Flex, which also provides a telehealth consultation layer for medical necessity confirmation. Go-to-market is product-led and content-led: a 317+ article blog targeting SEO comparison queries, a referral program ($100 per referral via ReferralCandy), an active Instagram presence, and earned media coverage in Health.com, Forbes Advisor, Woman's World, US News & World Report (4/5 stars), and Smile Prep Blog. Customer acquisition is reinforced by a 4.8-star rating across 20,782 verified reviews and a risk-free guarantee (full refund if the dental network determines the customer is not a candidate). All products are manufactured in an ISO 13485 certified facility using BPA-free dental-grade thermoplastics.
NewSmile firmographics
Firmographics- Name
- NewSmile
- Legal name
- NewSmile Technology Inc.
- Website
- https://newsmilelife.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NewSmile is a U.S. direct-to-consumer dental brand selling FDA-cleared clear aligners, retainers, and night guards to adults seeking affordable, at-home teeth straightening without clinic visits.
- Ownership category
- akta.pro rank
NewSmile industry classification
Industry- Product category
- Clear Aligners & Orthodontic Devices
- NAICS
- Dental Equipment and Supplies Manufacturing (339114)
- SIC
- Dental Equipment & Supplies (3843), Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)
- akta.pro primary industry
- Clear Aligner Orthodontics (HLABABAD)
- akta.pro secondary industries
- Orthodontic Appliances & Aligners Fabrication (HLABAJAD), Retainers & Post-Treatment Orthodontic Maintenance (HLABABAK), Orthodontic & Aligner Care (Cleaners, Cases, Wax) (CRABAFAH)
Keywords
Where NewSmile is headquartered
LocationHeadquarters
- HQ city
- New Castle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NewSmile business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Clear Aligner Sales: One-time purchase of clear aligner treatment plans (Fast Track Day Aligners and Night Aligners). Includes impression kit, 3D preview, all aligners, remote monitoring, and whitening. Primary revenue driver.
- Retainer Subscriptions: Subscription model for replacement retainers delivered every 6 months. Offers membership pricing with automatic shipments and priority support. Also includes one-time purchase option.
- Night Guard Sales: Custom night guards for bruxism protection available as one-time purchase or subscription. Includes hard, hybrid, and soft variants.
- Oral Care Accessories: Supplements and oral care products including ultrasonic cleaners, whitening kits, toothpaste tablets, mouthwash tablets, water flossers, and toothbrushes. Some sold individually and in bundles.
- Impression Kit Sales: Entry-level product sold as standalone kit ($29-$139) to generate leads for full aligner treatment. Includes all materials and prepaid return label.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Fast Track Day Aligners - $1,095 (sale from $1,795) |
| One time/ perpetual license | Pay-as-you-go | Night Aligners - $1,195 (sale from $1,895) |
| Subscription | Annual | Custom Retainers - $89-$159 per set |
| One time/ perpetual license | Pay-as-you-go | Custom Night Guards - $129 (sale from $189) |
| One time/ perpetual license | Pay-as-you-go | Impression Kit - $29 (sale from $139) |
| Hybrid | Pay-as-you-go | Insurance-Reimbursed Pricing Example - $145 out-of-pocket |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
NewSmile product offering
Product offeringCore offering
NewSmile designs, prescribes, and sells at-home clear aligner treatment plans (Fast Track Day Aligners and Night Aligners) along with custom retainers, night guards for bruxism, and oral care accessories. Customers receive an at-home impression kit, have their case reviewed by a licensed dentist or orthodontist, view a 3D treatment preview, and then receive custom-fabricated aligners shipped directly to their door. The company also offers retainers and night guards on a subscription basis.
Product overview
NewSmile offers a direct-to-consumer clear aligner platform with two primary treatment products: Fast Track Aligners (daytime wear, 22 hours daily, 4-6 month treatment) and Night Aligners (overnight wear, 10 hours daily, 8-10 month treatment). Both treatments begin with an Impression Kit for at-home dental molds, followed by licensed dentist-reviewed 3D treatment preview before aligner fabrication. Post-treatment, Custom Clear Retainers and Extra Thick Retainers maintain results. Protective products include Hard, Hybrid, and Soft Night Guards for bruxism. The portfolio extends to oral care accessories (Petal Ultrasonic Cleaner, Whitening Foam, Whitening Light, Water Flosser, Ultrasonic Toothbrush) and bundled packages. All clear aligner plans include free professional teeth whitening and remote dental monitoring. The company operates exclusively in the U.S. market with FDA-cleared, BPA-free materials manufactured in ISO 13485 certified facilities.
Differentiator
Problem solved
Functional benefit
Brands
- Petal: Oral care accessory brand including Petal Ultrasonic Cleaner, Petal Cleaning Pods, Petal Whitening Light, Petal Whitening Pens, and Petal Deep Clean Pods
- NewSmile Night Aligners
- Petal Whitening
- Petal Cleaning
Products and services
- Fast Track Aligners Daytime clear aligner treatment worn 22 hours daily for an average of 4-6 months. Includes impression kit, 3D treatment preview, all custom clear aligners, remote dental monitoring, and premium whitening. Sold at $1,095 (sale price; regular $1,795). For adults with mild-to-moderate crowding, spacing, and minor bite issues.
- Night Aligners Nighttime clear aligners worn for 10 consecutive hours during sleep, with average treatment of 8-10 months. Designed for discretion-focused adults. Sold at $1,195 (sale price; regular $1,895). Includes impression kit, 3D preview, aligners, monitoring, and whitening.
- Custom Clear Retainers Custom-fit clear retainers (upper and lower) to maintain teeth alignment after orthodontic treatment. Made from BPA-free dental-grade plastic with 2mm thickness. Available as one-time purchase ($119-$159) or subscription ($89-$99 auto-shipped every 6 months).
- Extra Thick Clear Retainers Thicker variant of clear retainers for added durability, designed for light teeth clenching or frequent retainer wearers. Sold at $149.
- Custom Hard Night Guard 1-2mm dental-grade hard night guard for moderate-to-severe bruxism (teeth grinding). Prevents enamel wear, fractures, and TMJ pain. Includes upper and lower guards plus home impression kit. Sold at $129 (sale from $189) with subscription option for 6-month replacements.
- Hybrid Night Guard Hybrid night guard combining hard outer shell with soft inner cushioning for moderate grinding and clenching protection.
- Soft Night Guard Soft material night guard for light grinding or heavy clenching, offering comfort-focused protection.
- Impression Kit At-home dental impression kit using dentist-grade PVS putty to create teeth molds. Includes trays, putty, cheek stretchers, instructions, and prepaid return shipping label. Entry-level product ($29 sale, $139 regular) that generates leads for full aligner treatment.
- Petal Ultrasonic Cleaner Ultrasonic cleaning device for aligners, retainers, and night guards. Removes 99.9% of bacteria. Includes 1-year manufacturer warranty.
- Petal Whitening Light LED teeth whitening device with light activation for enhanced whitening results.
- Premium Teeth Whitening Foam Whitening foam for use with aligners or as a standalone treatment to brighten teeth.
- Water Flosser Oral hygiene water flosser for removing food particles and improving gum health.
- Ultrasonic Toothbrush Professional-grade electric toothbrush for enhanced dental cleaning.
- Petal Cleaning Pods Effervescent cleaning tablets for aligners and retainers.
Quantifiable outcome
- Treatment completes in 4-6 months average (vs. 12-24 months for Invisalign)
- +3 more outcomes
Companies that use NewSmile
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
NewSmile technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature4 records
NewSmile partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FlexcoreFlex is a payment platform partner that enables HSA (Health Savings Account) and FSA (Flexible Spending Account) payments for NewSmile products. Through this partnership, customers can use their pre-tax HSA/FSA funds directly at checkout, or pay with a regular card and submit receipts for reimbursement. The partnership includes a telehealth consultation component to confirm medical necessity for HSA/FSA eligibility. This partnership expands NewSmile's addressable market by making products more affordable through pre-tax dollar savings.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
NewSmile competitors and assessment
Company assessmentDirect peers
- Candid: Direct-to-consumer and hybrid clear aligner brand offering at-home impression kits and remote orthodontist monitoring. Closely comparable on remote-treatment model, target customer (adults seeking affordable orthodontics), and product mix.
- AlignerCo: DTC clear aligner competitor with a similar at-home impression kit, remote orthodontist oversight, and aggressive low-price positioning. Comparable on product, target market, and GTM motion.
- SmilePath: DTC clear aligner brand selling directly to consumers via at-home impression kits and remote dental review. Comparable product, customer segment, and price-led positioning.
- SmileDirectClub (historical): Pioneer of the DTC clear-aligner model and the most direct historical competitor. Useful as a category benchmark despite the company's financial collapse, since it established the consumer journey NewSmile follows.
Broad incumbents
- ClearCorrect (Straumann): Clear aligner system owned by Straumann, distributed primarily through dental and orthodontic offices. Comparable product category, but different channel (clinics vs. DTC).
- Align Technology (Invisalign): Maker of Invisalign, the dominant clear-aligner system prescribed through in-office orthodontists and dentists. Closest comparable on product category (clear aligners), but NewSmile competes on cost and convenience via a remote-only model.
- SureSmile (Align Technology / Dentsply Sirona): Orthodontic treatment system offering clear aligners through dental professionals. Comparable on product category, but distributed via in-office practitioners rather than direct to consumer.
Emerging players
- Orthosnap: Smaller DTC clear aligner brand offering at-home teeth straightening with remote dental oversight. Comparable on product and remote-treatment approach, but smaller scale.
- SportingSmiles: DTC dental retailer focused on custom-fit night guards and retainers using at-home impression kits. Directly comparable on the impression-kit-led, mail-order custom dental appliance model that overlaps with NewSmile's retainers and night guards.
Regional players
- EZ Smile: Australia-based DTC clear aligner brand with an at-home impression-kit and remote-treatment model. Operates in a different geography from NewSmile but shares the same DTC playbook and customer type.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NewSmile social profiles
Digital presenceNewSmile financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewSmile leadership team
Management profileNumber of profiles
Profiles3 records
NewSmile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewSmile M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewSmile
What does NewSmile do?
NewSmile designs, prescribes, and sells at-home clear aligner treatment plans (Fast Track Day Aligners and Night Aligners) along with custom retainers, night guards for bruxism, and oral care accessories. Customers receive an at-home impression kit, have their case reviewed by a licensed dentist or orthodontist, view a 3D treatment preview, and then receive custom-fabricated aligners shipped directly to their door. The company also offers retainers and night guards on a subscription basis.
Is NewSmile a public or private company?
NewSmile is a private company. It is classified as unknown and is currently operating.
When was NewSmile founded?
NewSmile was founded in 2020. It employs 11 to 50 people.
Where is NewSmile based?
NewSmile is headquartered in New Castle, United States, in the North America region.
How does NewSmile make money?
Five revenue lines are on record. Clear Aligner Sales are the primary driver. The others are retainer Subscriptions, night Guard Sales, oral Care Accessories and impression Kit Sales.
Who are NewSmile's main competitors?
Direct peers on record are Candid, AlignerCo, SmilePath and SmileDirectClub (historical). Broad incumbents are ClearCorrect (Straumann), Align Technology (Invisalign) and SureSmile (Align Technology / Dentsply Sirona). Emerging players are Orthosnap and SportingSmiles. EZ Smile is listed as a regional player.
Does NewSmile have an API?
No public API is recorded for NewSmile.
What industry is NewSmile in?
NewSmile's product category is Clear Aligners & Orthodontic Devices. Its primary akta.pro industry code is HLABABAD, Clear Aligner Orthodontics, with a secondary code of HLABAJAD, Orthodontic Appliances & Aligners Fabrication. Its NAICS code is 339114 and its SIC code is 3843.