EGO Dental Clinic

What EGO Dental Clinic does

EGO Dental Clinic is a family-run, single-site dental practice founded in 2017 by Dr. Charlie Attariani and Dr. Golnar Hassirian in Victoria, Westminster, Central London (13 Strutton Ground, SW1P 2HY), with an extended address footprint at 11–13 Strutton Ground. The clinic serves individual consumers across Victoria, Westminster, Pimlico, Chelsea, Battersea, and St James's Park, alongside an NHS pathway for eligible patients (including free NHS check-ups for Westminster children). Service scope spans general dentistry (examinations, hygiene with EMS Airflow, fillings, endodontics, crowns, bridges, dentures, paediatric), cosmetic dentistry (Invisalign clear aligners, veneers, composite bonding, smile makeovers, tooth whitening under the omniWHITE brand), restorative work (Straumann dental implants, CBCT-guided planning), oral surgery, laser treatments, and facial aesthetics under the EGO Cosmetics sub-brand (anti-wrinkle, dermal fillers, HydraFacial, Soprano Titanium laser hair removal). Notable technology includes iTero 3D digital scanning with ClinCheck In-Face Visualization, CBCT 3D imaging (MyRay), microscope-assisted endodontics, and (as of 2026) dentistry-specific VR Distraction Therapy.

Revenue is generated through four streams: private dental services (primary, unit-priced per procedure), NHS dental treatment under standard bands, a Dental Finance Plan (monthly subscription-style instalments for higher-ticket work), and a professional dental referral channel for CBCT/OPG imaging, oral surgery, periodontics, endodontics, and implants. Go-to-market is direct-to-consumer via the website, online booking portal, phone, walk-in emergencies, and patient/dentist referrals; marketing spans Google Business (4.8/5 across 198 reviews), Instagram, TikTok, YouTube, Facebook, an in-house blog, and EGO Magazine. The clinic holds Diamond+++ Invisalign Provider status (over 1,000 cases), BDA Good Practice membership since 2018, CQC registration, GDC-registered clinicians, NHS approval, and ICO registration, and has accumulated 20+ industry awards between 2018 and 2024 including the SME500 UK Best Dental Clinic of the Year 2024.

Name

EGO Dental Clinic

Legal name

Ego Dental Clinic

Website

https://egodentalclinic.co.uk

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

EGO Dental Clinic is a family-run dental practice in Victoria, Westminster, founded in 2017 by Dr. Charlie Attariani and Dr. Golnar Hassirian. It serves Central London consumers with general, cosmetic, and restorative dentistry, Invisalign (Diamond+++ Provider), implants, and facial aesthetics.

Ownership category

akta.pro rank

Product category

Dental Services

NAICS

Offices of Dentists (621210)

akta.pro industry

PRIMARYHLABAFAE

Aesthetic/Cosmetic Restorative Dentistry (Smile Design)

Healthcare & Life Sciences/Dental Care Services/Prosthodontics & Restorative Specialty

SECONDARYHLABABAA

Comprehensive Orthodontic Clinics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABAKAB

General Dentistry Group Practices

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

Keywords

• General dental services
• Cosmetic dentistry
• Dental implants
• Invisalign treatment
• Facial aesthetics

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Dental Services: The primary revenue stream comes from private dental treatments including cosmetic dentistry (Invisalign, veneers, bonding, whitening), restorative dentistry (implants, crowns, bridges), general dentistry (examinations, hygiene), and facial aesthetics. These are primarily one-time procedures with some recurring maintenance revenue.
2. NHS Dental Treatment: NHS dental services provided under the National Health Service, offering free NHS check-ups for children in Westminster and standard NHS dental bands for eligible patients.
3. Dental Finance Plan: Financial payment plans allowing patients to spread the cost of treatment over time, enabling higher-value procedures and increasing accessibility to premium dental care.
4. Dental Referrals for Dentists: Specialist referral services for other dental practices including CBCT/OPG imaging, oral surgery, periodontics, endodontics, and implant referrals, generating revenue from professional-to-professional referrals.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

EGO Dental Clinic is a family-run dental practice in Victoria, Westminster, London SW1 that provides general dentistry (examinations, hygiene, restorations), cosmetic dentistry (Invisalign, veneers, bonding, whitening), dental implants, oral surgery, laser dental treatments, and facial aesthetics (anti-wrinkle, dermal fillers, HydraFacial, laser hair removal) under its EGO Cosmetics sub-brand. The clinic also accepts NHS patients and runs a specialist referral service for other dental practices.

Product overview

EGO Dental Clinic is a family-run dental practice in Victoria, Westminster offering a comprehensive portfolio of dental and aesthetic services. The core offering spans general dentistry (examinations, hygiene, fillings, crowns, bridges, dentures), cosmetic dentistry (Invisalign, veneers, smile makeovers, tooth whitening via omniWHITE, composite bonding), surgical treatments (extractions, oral surgery), and laser treatments. The clinic also provides facial aesthetics through its EGO Cosmetics brand (anti-wrinkle, dermal fillers, HydraFacial, laser hair removal). Key differentiators include VR Distraction Therapy for anxious patients, Green Care™ sustainability programme, and EGO Sensory Experience designed around the five senses. Advanced diagnostic technology includes CBCT/OPG imaging, MyRay digital X-rays, and iTero 3D scanning. The clinic operates as Diamond+++ Invisalign Provider and uses Straumann dental implants. A referral programme serves other dental practices for specialist treatments.

Differentiator

Problem solved

Functional benefit

Brands

• EGO Cosmetics: Facial aesthetics brand offering anti-wrinkle treatments, dermal fillers, HydraFacial, laser tattoo removal, laser hair removal, and Hollywood peel treatments
• Green Care™ by EGO
• Green Chair™ by EGO
• EGO Sensory Experience

Products and services

• General Dentistry Comprehensive range of general dental services including dental examinations, hygiene with EMS technique, gum treatment, root canal treatment, dental fillings, crowns, bridges, dentures, and children's dentistry for individual patients and families.
• Cosmetic Dentistry Aesthetic dental treatments including Invisalign clear aligners, anti-ageing dentistry, smile makeovers, tooth whitening, composite bonding, and dental veneers for patients seeking smile enhancement.
• Invisalign Clear Aligners Clear aligner orthodontic treatment using a series of removable, virtually invisible aligners to gradually straighten teeth, provided by a Diamond+++ Invisalign Provider with iTero 3D scanning and ClinCheck In-Face Visualization.
• Dental Implants Titanium dental implant fixtures placed into the jawbone to replace missing tooth roots, supporting crowns, bridges, or dentures, using Straumann implant systems with digital CBCT planning.
• Dental Veneers Custom-crafted porcelain or composite restorations bonded to the front surface of teeth to improve appearance, shape, and colour.
• Smile Makeover Comprehensive customised treatment plan combining multiple cosmetic procedures including veneers, bonding, and whitening to enhance smile appearance, balance, and harmony.
• Tooth Whitening Professional teeth whitening using hydrogen peroxide or carbamide peroxide gels, offering omniWHITE dentist-prescribed home whitening kits with custom-fitted trays and in-surgery power whitening.
• Composite Bonding Minimally invasive cosmetic technique using tooth-coloured composite resin material applied to teeth to repair chips, gaps, or discolouration.
• Oral Surgical Treatments Oral surgical procedures including wisdom tooth extraction, non-wisdom extractions, expose and bond procedures, apicectomy, frenectomy surgery, soft tissue biopsies, and oral surgery consultation, with IV sedation available.
• EGO Cosmetics Facial Aesthetics Facial aesthetic treatments including anti-wrinkle (Botox), dermal fillers, HydraFacial, laser tattoo removal, laser Hollywood peel, and Soprano Titanium laser hair removal delivered under the EGO Cosmetics sub-brand.
• Anti-Ageing Dentistry

Quantifiable outcome

• Over 2,000 smiles transformed since 2017 with consistent patient satisfaction
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Knight Dental DesigncoreStrategic or Co-development PartnerEGO Dental Clinic partners with Knight Dental Design, London's leading cosmetic dental laboratory, for advanced smile makeovers. The partnership involves full face and macro photography in a colour-corrected photographic studio, smile mapping using golden proportion measurements, and photographic simulation to illustrate potential treatment effects on patient appearance.
• Star PharmacyminorOthersPrescriptions are sent electronically to Star Pharmacy on Strutton Ground SW1 as part of the clinic's digital prescription workflow, eliminating paper prescriptions.
• StraumanncoreTechnology or IntegrationEGO Dental Clinic uses Straumann dental implant systems, one of the world's most recognized and widely researched implant brands. Straumann implants are supported by over 40 years of clinical research and 700+ peer-reviewed publications. The partnership ensures patients receive premium-grade titanium or Roxolid implants with SLActive surface technology for faster healing.
• Align Technology (Invisalign)coreTechnology or IntegrationEGO Dental Clinic is a Diamond+++ Invisalign Provider, the highest level of Invisalign recognition in the UK. The clinic has completed over 1,000 successful Invisalign treatments using Align Technology's clear aligner system with iTero 3D scanning and digital treatment planning.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Mydentist: One of the largest UK dental networks with extensive NHS and private coverage; provides overlapping services to EGO but through a high-volume, multi-site corporate model rather than a premium family-run clinic.
• Rodericks Dental Partners: A large UK dental group combining NHS and private services across many sites; overlaps with EGO in core dental offerings but competes via scale, NHS contracts, and standardized operations.
• Bupa Dental Care: The largest UK dental chain with a broad portfolio of NHS and private practices; competes for the same London private patients as EGO but at greater scale and with corporate marketing budgets rather than a boutique single-site model.
• Portman Dental Care: A UK-wide group of private-focused dental practices offering cosmetic and specialist services; competes for premium London patients while operating as a scaled multi-site group rather than a single-site boutique.

Direct peers

• Sonria Dental Clinic: A Central London cosmetic and general dental clinic offering Invisalign, veneers, implants, and facial aesthetics — overlapping service mix and patient profile with EGO Dental Clinic.
• Smilepod: A London-focused dental group offering general and cosmetic dentistry across multiple central locations; comparable to EGO in patient demographic, treatment mix (including hygiene, whitening, Invisalign), and direct-to-consumer positioning.
• Chelsea Dental Clinic: A premium private dental practice in the Chelsea/Kensington area offering cosmetic dentistry, implants, and specialist treatments to an affluent London patient base similar to EGO's.
• Ruh Dental: A London-based boutique cosmetic and general dental practice competing in the same premium segment, with a similar focus on smile makeovers, Invisalign, veneers, and aesthetic-led branding for Central London professionals.
• The Harley Street Dental Clinic: A long-established Harley Street practice offering high-end cosmetic dentistry, implants, and orthodontics to a similar affluent London clientele, directly competing for premium smile-makeover and Invisalign cases.

Others

• Knight Dental Design: EGO's stated cosmetic dental laboratory partner supplying smile-makeover and restorative craftsmanship; included as an ecosystem/partner peer rather than a direct competitor, since it enables EGO's premium cosmetic output rather than competing for patients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_qo--L7_dBLoKQm5M5hIuw
• Facebookfacebook.com/egodentalclinic
• Instagraminstagram.com/egocosmetics.uk
• TikToktiktok.com/@egocosmetics
• LinkedInlinkedin.com/company/ego-dental-clinic

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 EGO Dental Clinic