Smile White

What Smile White does

Smile White is a UK-based dental healthcare company that designs and sells custom clear aligners, ceramic fixed braces, and professional teeth-whitening treatments to adult consumers with mild-to-moderate orthodontic and cosmetic needs. Treatment is built around a hybrid clinical model: patients book a free online consultation via Microsoft Teams, are matched with one of 400+ GDC-registered approved dentists across the UK, and then complete 3D scans, X-rays, fitment and debonding in person. The technology stack combines 3D digital scanning (replacing traditional impression moulds), AI/ML-assisted case classification and treatment planning, IPR (interproximal reduction) for precision tooth movement, and a mobile app for treatment tracking and retainer subscription management.

The business model is direct-to-consumer, with revenue generated primarily from one-time aligner package sales across four tiers (Refresh £995, Mild £1,995, Moderate £2,195–£2,695, Complex £2,895–£3,595), supplemented by ceramic braces (from £3,195), whitening kits (£795) and a recurring retainer replacement subscription. Whitening kits and retainers (worth £995 combined) are bundled into aligner packages as standard. A multi-lender finance stack — Zopa as the headline 0% APR representative broker over 30 months, alongside Klarna, Omni Capital, Stripe and Shopify — underpins affordability and conversion. Customer acquisition runs through paid search, paid social (Instagram, TikTok, Facebook), content/SEO, PR coverage in major UK media, and the Smile Society ambassador referral programme paying £100 per qualified lead.

Since being acquired by YDS Group (parent of Yorkshire Dental Suite) in June 2023 in an eight-figure transaction, Smile White has operated as a subsidiary under twin-dentist founders Dr Hassan Dalghous and Dr Hussein Dalghous. The corporate group integrates Smile White with adjacent cosmetic dental offerings (porcelain veneers, implants, Yorkshire Dental Suite clinics), creating cross-sell potential. Scale signals include 10,000+ completed smile transformations, 8,000+ Trustpilot reviews with an Excellent rating, and a UK-only primary market with the partner network already extending into Europe. Pricing is positioned up to 60% below premium competitors such as Invisalign while maintaining in-person clinical oversight — a deliberate counter-positioning to the failed direct-to-consumer model of Smile Direct Club.

Name

Smile White

Legal name

Smile White Holdings Ltd

Website

https://smilewhite.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Smile White is a UK-based dental healthcare company that sells custom clear aligners, ceramic braces and professional whitening through a 400+ approved-dentist network, targeting UK adults seeking affordable, dentist-supervised orthodontic and cosmetic treatment via a hybrid online-to-clinic model.

Ownership category

akta.pro rank

Product category

Clear Aligner Orthodontics

NAICS

Dental Laboratories (339116), Dental Equipment and Supplies Manufacturing (339114), Offices of Dentists (621210)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Clear Aligner Orthodontics (HLABABAD)

akta.pro secondary industries

Orthodontic Appliances & Aligners Fabrication (HLABAJAD), Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF), Orthodontic & Aligner Care (Cleaners, Cases, Wax) (CRABAFAH)

Keywords

• Clear aligner treatment
• Ceramic orthodontic braces
• Professional teeth whitening
• Dentist-supervised orthodontics
• Retainer replacement service

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure, Others

Revenue model

1. Clear Aligner Sales: One-time purchase of custom clear aligner treatment packages (Refresh, Mild, Moderate, Complex tiers). Includes professional whitening and retainers (worth £995) as standard. Treatment is dentist-delivered with in-person appointments.
2. Ceramic Braces: Fixed ceramic braces treatment from £3,195. Dentist-applied with regular adjustment visits required throughout treatment period.
3. Professional Teeth Whitening: Pro teeth whitening kit at £795. Includes 16% carbamide peroxide gels and custom-fit trays, supplied with dentist consultation.
4. Finance/Payment Plans: Partnership with Zopa and other lenders for 0% APR representative finance over 30 months. Spreading treatment cost reduces barrier to entry for customers. Representative example: £2,695 package at £89.83/month for 30 months.
5. Retainer Subscription Service: Replacement retainers available through subscription service (recommended replacement every 6-12 months). Initial package includes one set of retainers worth £200.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Smile White sells custom clear aligners for dentist-supervised teeth straightening, supplemented by ceramic braces, professional at-home teeth-whitening kits, replacement retainers, and dental cleaning. Customers begin with an online consultation and receive health checks, X-rays, 3D scans, fitment, monitoring, and follow-up care through Smile White approved dentists.

Product overview

Smile White is a dental healthcare company offering a portfolio of smile transformation products and services. The core offerings include Clear Aligners (custom-made, removable teeth-straightening trays), Ceramic Braces (fixed discreet braces), and Pro Teeth Whitening (professional at-home whitening kits using 16% carbamide peroxide gel). These products are supported by a network of 400+ approved UK dentists who provide in-person consultations, 3D scans, X-rays, and clinical oversight. The service model combines free online consultations via Microsoft Teams with in-person dental visits for assessment, fitment, and aftercare. Additional offerings include the Smile White App for treatment tracking, the Smile Society referral programme, and retainers as post-treatment maintenance. Financing options through Zopa, Klarna, and other partners enable flexible payment plans starting at 0% APR.

Differentiator

Problem solved

Functional benefit

Products and services

• Clear Aligners Custom-made, almost invisible removable clear aligners for teeth straightening under dentist supervision. Packages range from Refresh at £995 for minor cases to Complex at £3,595 for generalized crowding and include professional whitening and retainers worth £995 as standard.
• Ceramic Braces Fixed orthodontic treatment using clear ceramic brackets and frosted wires as a more discreet alternative to metal braces. Prices start at £3,195, with dentist application and regular adjustment visits.
• Pro Teeth Whitening Professional at-home teeth-whitening treatment using 16% carbamide peroxide gel and custom-fit trays, with a dentist consultation, priced at £795.
• Retainer Subscription Service Subscription service for replacement retainers, recommended every 6-12 months after treatment. The initial aligner package includes one set of retainers worth £200.
• Scale and Polish Dental cleaning service that may be recommended after the initial oral-health check and usually costs £195 when it is not included in the treatment plan.

Quantifiable outcome

• Teeth straightening completed in 4-6 months for moderate cases
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Yorkshire Dental Suite (Holdings) LtdcoreStrategic or Co-development PartnerYorkshire Dental Suite (Holdings) Ltd is the appointed representative of Smile White Holdings Ltd. They are authorised and regulated by the Financial Conduct Authority (FCA register number 821118). Yorkshire Dental Suite Holdings is part of the YDS Group.
• 400+ Approved Dentists NetworkcoreChannel Partner/ Reseller/ DistributorNetwork of 400+ GDC-registered dentists across the UK who provide in-person consultations, 3D scans, X-rays, aligner fitment, and ongoing treatment monitoring. Dentists operate from their own practices as Smile White approved partners.
• Advertising and Analytics Partners (Google, TikTok, Facebook)minorGTM or Marketing PartnerThird-party advertising networks and analytics providers based outside the UK. Google provides search, advertising, and analytics. TikTok and Facebook provide advertising networks for paid social campaigns.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Diamond Whites: UK-based DTC clear aligner and teeth whitening brand offering similar products (aligners, whitening kits, retainers) to UK consumers at comparable price points. Direct competitor for Smile White's core customer base.
• SmileDirectClub: Was the leading direct-to-consumer clear aligner brand (now defunct after 2023 bankruptcy). Closest comparable business model—DTC clear aligners targeting adults—though Smile White differentiates by requiring dentist supervision. Highly relevant for understanding both the opportunity and risk profile of DTC orthodontics.
• Byte: DTC clear aligner brand (acquired by SmileDirectClub) offering at-home treatment with teledentistry oversight. Comparable product offering though Smile White's mandatory in-person dentist visits differentiate the clinical positioning.
• Straight My Teeth: UK-based clear aligner brand offering at-home and in-person treatment options with night-only and day-time aligners. Directly competes with Smile White in the UK adult clear aligner market with similar pricing tiers.
• Candid Co. Hybrid clear aligner brand combining remote impression kits with in-person orthodontist network. Closely matches Smile White's hybrid online-plus-in-person treatment model with similar adult cosmetic orthodontic target customer.

Broad incumbents

• Invisalign (Align Technology): Global market leader in clear aligner orthodontics. Smile White competes directly in the same product category (clear aligners) for the same adult cosmetic orthodontic segment, but Invisalign operates at vastly larger scale with premium positioning, while Smile White targets the cost-conscious segment at up to 60% lower price.
• 3M Clarity Aligners: Clear aligner system from 3M, distributed through dental professionals. Competes for the same partner dentist relationships and orthodontic treatment market, particularly in cases requiring complex tooth movement.
• SureSmile (Dentsply Sirona): Clear aligner system from dental equipment giant Dentsply Sirona, distributed through orthodontist and dentist channels. Broader incumbent offering that competes for the same dental professional relationships Smile White depends on.

Regional players

• Impress: European clear aligner brand operating across Spain, Italy, UK, Germany, and France. Comparable hybrid model combining online consultation with in-person clinic visits, but operating across multiple European countries rather than concentrated in UK.
• DrSmile: European clear aligner brand operating in Germany, Austria, Switzerland, UK, Spain, and the Netherlands. Comparable hybrid model with partner dentist network across European markets where Smile White may look to expand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/smilewhiteuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Smile White