Vogue Dental Studios

What Vogue Dental Studios does

Vogue Dental Studios is a privately held Australian dental practice operating as Smile Tree PTY LTD (ABN 89558398219), founded in 2016 and headquartered at 142 Surrey Road, Blackburn VIC. The company runs three clinical studios in Melbourne, Sydney (North Sydney), and Gold Coast (Mermaid Beach) and employs approximately twenty staff led by Principal Dentist Dr. Deepan Duraisamy ("Dr. Dee"). The practice provides cosmetic, orthodontic, restorative, and general/family dentistry services to individual patients, including a dedicated interstate and international patient offering conducted via video consultation.

The core product platform is the proprietary Picasso Veneers Series™, which spans Picasso Porcelain Veneers® (Picasso Pure 100% Porcelain and Picasso Pure Plus Layered variants), Picasso Ultra Hybrid Veneers™, and bonded composite veneers. These restorations are produced in an in-house Picasso Porcelain R&D Laboratory equipped with 3D scanning, digital smile design, and master ceramist chairside collaboration. Complementary offerings include Invisalign clear aligners (Diamond Provider volume tier), Philips Zoom professional in-chair and take-home whitening, dental implants (single and All-on-4/6 full-arch), gum lifts, crowns and bridges, dentures, custom mouthguards, and full general/family dentistry. Patient acquisition is content-led via a 50+ article blog, weekly podcast ("Smile: The Makeover Scoop"), and active Instagram/Facebook/YouTube presence.

The business model is fee-for-service with publicly disclosed unit pricing. Cosmetic procedures are one-time high-ticket transactions ($990–$3,500/tooth for veneers, $4,500–$9,600 for Invisalign, $9,990 for a 10-veneer smile makeover package, $2,500–$3,500/tooth for implant crowns), with non-refundable deposits of $1,500 for veneers and $500 for Invisalign. Recurring revenue comes from routine check-ups, cleans, and aftercare. Friction-reducing commercial layers include a $50 cosmetic consultation redeemable against treatment, broad BNPL acceptance (Afterpay, Zip, Humm, TLC, Braintree/PayPal), third-party interest-free payment plans, and all-private-health-fund acceptance with on-the-spot HICAPS claims. Card surcharges from 1 December 2025 are also disclosed.

Name

Vogue Dental Studios

Legal name

Smile Tree PTY LTD

Website

https://voguedentalstudios.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Vogue Dental Studios is a privately held Australian multi-location dental practice operating three studios (Melbourne, Sydney, Gold Coast) under legal entity Smile Tree PTY LTD, delivering cosmetic, orthodontic, restorative, and general dentistry to individual patients, anchored by the proprietary Picasso Veneers Series™ produced in its in-house laboratory.

Ownership category

akta.pro rank

Product category

Cosmetic Dentistry

NAICS

Offices of Dentists (621210)

akta.pro industry

PRIMARYHLABAAAC

Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding)

Healthcare & Life Sciences/Dental Care Services/General & Family Dentistry

SECONDARYHLABAAAE

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care)

Healthcare & Life Sciences/Dental Care Services/General & Family Dentistry

SECONDARYHLABAJAE

CAD/CAM Digital Design & Milling Centers

Healthcare & Life Sciences/Dental Care Services/Dental Laboratories & Prosthetic Fabrication

SECONDARYHLABAKAB

General Dentistry Group Practices

Healthcare & Life Sciences/Dental Care Services/Dental Service Organizations (DSOs) & Group Practices

Keywords

• Cosmetic dentistry services
• Porcelain veneers
• Dental implants
• Invisalign clear aligners
• Teeth whitening services

Headquarters

HQ city

Blackburn

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Cosmetic Dental Procedures: One-time revenue from smile makeover procedures including veneers, implants, crowns, and bridges. Revenue is generated per procedure with deposits required ($1,500 for veneers, $500 for Invisalign).
2. Orthodontic Treatment: Revenue from Invisalign clear aligner treatment. Pricing starts from $4,500 for simpler cases up to $9,600 for complex cases.
3. General and Family Dentistry: Recurring revenue from check-ups, cleans, preventive care, and general dental services. Includes ongoing patient relationships for maintenance and aftercare.
4. Teeth Whitening: Revenue from in-chair whitening ($850) and take-home whitening kits ($350). Part of ongoing maintenance for cosmetic patients.
5. Payment Plans and BNPL: Interest-free payment plans through third-party providers. Accepts Afterpay, Zip, Humm, TLC for select services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Vogue Dental Studios operates three Australian dental studios (Melbourne, Sydney, Gold Coast) delivering cosmetic and reconstructive dental treatments centred on its exclusive Picasso Veneers Series™ (porcelain, hybrid, and composite variants), supported by dental implants, Invisalign clear aligner therapy, gum lift laser contouring, Philips Zoom teeth whitening, crowns, bridges, dentures, and general family dentistry. An in-house laboratory with 3D scanning and master ceramist chairside collaboration enables fully customised, hand-layered restorations and personalised treatment plans.

Product overview

Vogue Dental Studios is a multi-location Australian cosmetic and reconstructive dental practice offering a comprehensive range of dental services across three Australian studios (Melbourne, Sydney, Gold Coast). The core offering centers on the exclusive Picasso Veneers Series™ — which includes Picasso Porcelain Veneers (Picasso Pure and Picasso Pure Plus layered variants), Picasso Ultra Hybrid Veneers, and Bonded Composite Veneers — complemented by dental implants, gum contouring, Philips Zoom professional whitening, and general dentistry services. The practice operates as a unified service offering with an in-house laboratory, personalized treatment planning, and various payment options including BNPL services and interest-free payment plans.

Differentiator

Problem solved

Functional benefit

Brands

• Picasso Porcelain Veneers Series: Exclusive brand of veneers developed by Dr. Dee, including porcelain veneers, hybrid veneers, and composite resin veneers. The series includes Picasso Pure 100% Porcelain Veneers, Picasso Pure Plus Layered Porcelain Veneers, and Picasso Ultra Hybrid Veneers.
• Picasso Veneers Series
• Invisalign Diamond Provider
• Smile: The Makeover Scoop

Quantifiable outcome

• Porcelain veneers should last 10-15+ years when done correctly
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• National Dental Care: Australian Dental Service Organization with a large network of clinics across multiple states — comparable as a multi-location Australian dental group operating at significantly greater scale.
• 1300SMILES: ASX-listed Australian dental group with clinics across Queensland, NSW, and Victoria — comparable as a multi-state Australian dental operator competing in the same geographies.
• Pacific Smiles Group: ASX-listed operator of dental clinics across Australia, primarily in shopping centre locations — comparable as a publicly listed multi-site Australian dental group.
• Bupa Dental: Insurance-linked dental chain operating across Australia offering general and cosmetic dentistry — comparable due to overlapping services and HICAPS/health fund integration.
• Maven Dental Group: One of Australia's largest dental groups, owned by Bupa, operating dozens of clinics across the country — comparable as a scaled incumbent group practice competing for the same patient pool.

Others

• Align Technology (Invisalign): Manufacturer of Invisalign clear aligners and operator of the Invisalign Provider tier programme — comparable as the upstream technology supplier and credentialing body for Vogue's Diamond Provider orthodontic volume.

Direct peers

• Smile Solutions: Large Melbourne-based multi-disciplinary dental practice offering cosmetic, general, and specialist services — comparable due to overlapping cosmetic veneer/Implant/Invisalign services in the same Melbourne catchment.
• Dental Boutique: Australian cosmetic dentistry chain focused on veneers, smile makeovers, and Invisalign with a multi-location model and strong brand-led marketing — directly comparable to Vogue's premium cosmetic positioning.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevoguedentalstudios.com.au/pod
• Instagraminstagram.com/voguedentalstudios
• Facebookfacebook.com/voguedentalstudios

Revenue estimate

Valuation estimate

Number of profiles

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 Vogue Dental Studios