Estedent

What Estedent does

Estedent, trading as Dr Goros Clinic, is a privately-held, founder-owned dental and aesthetic medicine clinic established in 2009 in Perivale/Greenford, West London, by Dr Monika Goroszewska, a graduate of the Medical Academy in Bialystok. It operates a single physical location at 179 Bilton Road and serves individual consumer patients across two integrated verticals: comprehensive dental care (consultations, restorations, prosthodontics, surgery, implants, endodontics, orthodontics, hygiene, and whitening) and aesthetic medicine (Botox, hyaluronic acid and Radiesse fillers, mesotherapy, PRP/vampire facelift, depigmentation, injection lipolysis, and a broad laser/body device portfolio).

The clinic differentiates on advanced third-party medical devices — EMS AIRFLOW® Prophylaxis Master for Guided Biofilm Therapy, Dermapen 4 microneedling, SmartXide CO2 laser, ADVATx Yellow Laser, UTIMS HIFU, Icoone Laser with Roboderm®, Picocare 450, and CORONA CT hair removal — and on bilingual English/Polish service delivery targeting the UK Polish-speaking community. The clinical team comprises four to five staff (a dentist and aesthetic physician, a second dentist with 30 years' orthodontic experience, a dental hygienist, and a receptionist).

Commercially, Estedent runs a direct-to-consumer pay-as-you-go model with a transparent per-treatment price list (e.g., £50–£90 consultations, £160–£300 restorations, £600 zirconia crowns, £2,000 dental implant + crown, £200–£500 aesthetic treatments). A £50 booking deposit, deducted from treatment cost and non-refundable within 48 hours, is required for all appointments. Marketing is limited to the company website, blog, and contact form; no paid advertising, social media, or partnerships are disclosed. There is no external funding, parent company, or signs of consolidation; ownership and operations are concentrated in the founder.

Name

Estedent

Legal name

Dr Goros Clinic

Website

https://estedent.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Estedent (Dr Goros Clinic) is a founder-owned, single-location dental and aesthetic medicine clinic in West London, serving individual consumer patients with general dentistry, orthodontics, and a broad aesthetic device menu including lasers, HIFU, and injectables, billed on a direct-to-consumer pay-as-you-go basis.

Ownership category

akta.pro rank

Product category

Dental & Aesthetic Medicine Services

NAICS

Offices of Dentists (62121)

SIC

Services-Health Services (8000)

akta.pro primary industry

Membership/Subscription & Direct-Pay General Dentistry Practices (HLABAAAI)

akta.pro secondary industries

Comprehensive Orthodontic Clinics (HLABABAA), Periodontic & Implant Group Practices (HLABAKAF), Prosthodontic & Restorative Group Practices (HLABAKAH)

Keywords

• Dental clinic services
• Aesthetic medicine treatments
• Cosmetic injectables
• Professional teeth whitening
• Laser hair removal

Headquarters

HQ city

Greenford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services: One-time service fees for dental consultations, treatments, and procedures including aesthetics, hygiene, surgery, implants, dentures, bridges, crowns, endodontics, and orthodontics.
2. Aesthetic Medicine Services: One-time treatment fees for Botox, dermal fillers, laser treatments, mesotherapy, chemical peels, and body treatments including laser hair removal.
3. Appointment Deposits: £50 deposit required for all bookings, deducted from treatment cost. Non-refundable if cancelled less than 48 hours before appointment.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Estedent (Dr Goros Clinic) operates a single-site dental and aesthetic medicine clinic offering comprehensive dental care (consultations, restorations, surgery, implants, dentures, bridges, crowns, endodontics, hygiene, whitening, orthodontics) alongside non-surgical aesthetic medicine services (Botox, dermal fillers, mesotherapy, PRP, microneedling, chemical peels, and a range of laser and energy-based treatments including laser hair removal). All services are delivered in-person at the Perivale clinic to individual consumers on a pay-as-you-go basis.

Product overview

Estedent (Dr Goros Clinic) is a dental and aesthetic medicine clinic established in 2009, offering a unified service portfolio centered on two core offerings: Dental Services and Aesthetic Medicine. The Dental Services segment includes general dentistry, aesthetic dentistry (porcelain veneers, inlays, onlays), teeth cleaning using AIRFLOW® Prophylaxis Master with Guided Biofilm Therapy, teeth whitening, dental surgery, implants, dentures, bridges and crowns, endodontic treatment, and orthodontic treatments. The Aesthetic Medicine segment provides injectable treatments (Botox, hyaluronic acid fillers, Radiesse), mesotherapy (needle and microneedle using Dermapen 4), PRP/vampire facelift, Dermamelan, injection lipolysis, and an extensive range of laser technologies including SmartXide CO2, Laser Peel, Scarlet RF, ADVATx, UTIMS HIFU, Icoone Laser, Picocare 450, and CORONA CT for hair removal. Body laser hair removal packages are also offered. The clinic also provides combination treatment packages for holistic care.

Differentiator

Problem solved

Functional benefit

Products and services

• Dental Services
• Aesthetic Medicine
• Body Laser Hair Removal

Quantifiable outcome

• Gum disease affects over 75% of over 35s in the UK - clinic offers prevention and treatment
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Rodericks Dental Partners: Rodericks Dental Partners is a UK dental group serving patients through general and specialist practices. Its combination of local dental clinics, treatment breadth, and patient-facing services is directly comparable to Estedent's single-clinic proposition.
• mydentist: mydentist is a UK dental group providing general dentistry, preventive care, orthodontics, and related treatments to consumer patients. Its multi-site dental model and direct patient acquisition make it a close operating comparator for Estedent.
• Dental Beauty: Dental Beauty is a UK dental group focused on general, cosmetic, restorative, and implant dentistry. Its direct-to-consumer clinic model and emphasis on aesthetic dental services make it a relevant comparator for Estedent.
• sk:n Clinics: sk:n Clinics is a UK aesthetic-clinic chain providing injectables, laser treatments, skin procedures, and related cosmetic services. It overlaps strongly with Estedent's aesthetic-medicine, laser, and patient-pay service model, though it does not provide the same dental offering.
• Portman Dental Care: Portman Dental Care operates private UK dental practices spanning general, cosmetic, orthodontic, and implant treatments. It is a strong peer because its patient base, treatment mix, and clinic-based delivery model overlap materially with Estedent.
• The Smile Studios: The Smile Studios is a private UK dental group offering general and cosmetic dentistry, including orthodontic and implant services. It is comparable to Estedent through its combination of consumer dental care, premium treatments, and local clinic delivery.
• Laser Clinics UK: Laser Clinics UK focuses on consumer aesthetic and laser services, including skin treatments and hair removal. Its equipment-led, appointment-based model and direct-to-consumer customer base make it a partial but meaningful comparator for Estedent's aesthetic business.

Broad incumbents

• The Private Clinic: The Private Clinic is an established UK provider of non-surgical cosmetic and laser treatments. It is relevant as a broader incumbent in the same patient-pay aesthetic category, with more scale and a wider treatment portfolio than Estedent.
• The Harley Medical Group: The Harley Medical Group provides consumer-facing cosmetic and aesthetic treatments, including injectables and skin procedures. Its clinic-based, direct-pay model overlaps with Estedent's aesthetic offering, while its national footprint and broader portfolio make it a scaled incumbent peer.
• Bupa Dental Care: Bupa Dental Care operates a broad UK network of dental practices offering general, restorative, cosmetic, and specialist care. It is relevant as a scaled incumbent with overlapping dental patient demand and service categories, although its broader healthcare portfolio makes it a wider comparator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/estedent

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Estedent