Pure Smiles
Pure Smiles is a family-run private dental practice in Fulham, London, operating from two SW6 locations and serving families and individuals across South West London with general dentistry, orthodontics, implants, cosmetic, and facial aesthetics services, supported by a fully digital workflow since 2017.
- Company typePrivate
- Founded2009
- HeadquartersFulham, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Pure Smiles does
Pure Smiles is a family-run, private dental practice founded in 2009 by brothers Dr Shiraz Akram and Dr Ayzaaz Akram, operating from two locations in Fulham, London (SW6 postcodes). It serves families and individuals across South West London, including Fulham, Chelsea, Parsons Green, and Putney, with a comprehensive service portfolio spanning general dentistry (examinations, fillings, root canals, extractions), gum health and hygiene, orthodontics (Invisalign, fixed, lingual, and ceramic braces), restorative and cosmetic dentistry (porcelain veneers, whitening, Digital Smile Design), and complex implant cases (single, multiple, All-On-Four, zygomatic). Adjacent offerings include facial aesthetics (anti-wrinkle injections, dermal fillers, Profhilo, polynucleotides), pediatric dentistry, emergency care, and anti-snoring solutions. The practice has run a fully digital workflow since 2017, leveraging 3D intraoral scanning, Digital Smile Design, and digital records in place of analogue moulds.
The practice differentiates on a "Slow Dentistry" care philosophy and clinical hypnotherapy for anxious patients, supported by a specialist-credentialed team: implant surgeon Dr Riz Syed (who also leads the Global Implant Institute), periodontal expert Dr Crystal Marruganti (Forbes 30 Under 30, Science & Healthcare, Europe, 2025), clinical hypnotherapist Dr Ayzaaz Akram, and hygienist Lesley Benson with over 40 years of experience. Pure Smiles operates as a direct-to-consumer business with no disclosed external investors, no parent company, and no funding rounds. Revenue is generated through fee-for-service treatments, a Gold Membership subscription plan (10% discount, bundled hygiene, emergency cover, free pediatric exams), and high-ticket elective procedures priced from £2,102 for Invisalign to £50,836 for full-mouth implant cases. The practice employs around 10 people, maintains a 4.9-star Google rating, and reaches patients through online booking, phone, WhatsApp, extended Tuesday hours, an educational blog with over 100 articles, Instagram, and community outreach to local schools.
Pure Smiles firmographics
Firmographics- Name
- Pure Smiles
- Legal name
- Pure Smiles
- Website
- https://puresmiles.co.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pure Smiles is a family-run private dental practice in Fulham, London, operating from two SW6 locations and serving families and individuals across South West London with general dentistry, orthodontics, implants, cosmetic, and facial aesthetics services, supported by a fully digital workflow since 2017.
- Ownership category
- akta.pro rank
Pure Smiles industry classification
Industry- Product category
- Private Dental Services
- NAICS
- Offices of Dentists (62121), Offices of Dentists (621210), Offices of Dentists (6212)
- akta.pro primary industry
- Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care) (HLABAAAE)
- akta.pro secondary industries
- Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding) (HLABAAAC), Preventive & Routine General Dentistry (Exams/Cleanings/Sealants/Fluoride) (HLABAAAA)
Keywords
Where Pure Smiles is headquartered
LocationHeadquarters
- HQ city
- Fulham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Pure Smiles business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Fee-for-Service Treatments: Standard private dental treatments including examinations, fillings, extractions, root canal treatment, crowns, veneers, implants, and cosmetic procedures. Payment required at time of booking, with deposits for staged treatments.
- Gold Membership Plan: Membership subscription plan offering 10% discount on routine treatments, complimentary therapies, emergency dental cover, and free dental check-ups for children under 8 when parent is a gold member. Includes international emergency dental cover.
- Orthodontic Treatments: Invisalign clear aligners, fixed braces, lingual braces, and retainers. Prices range from £2,102 to £8,555 depending on treatment complexity and type.
- Facial Aesthetics: Non-surgical cosmetic treatments including wrinkle smoothing (£300-£450), dermal fillers (£350), Profhilo, polynucleotides, and underarm anti-sweat therapy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Patient Consultation - 45 minutes |
| Subscription | Pay-as-you-go | Routine Examination - Registered Patients |
| Subscription | Monthly | Gold Membership Plan |
| Unit Pricing | Pay-as-you-go | Composite Fillings |
| Unit Pricing | Pay-as-you-go | Root Canal Treatment |
| One time/ perpetual license | Multi-year contract | Invisalign Clear Aligners |
| Unit Pricing | Pay-as-you-go | Ceramic Crowns |
| Unit Pricing | Pay-as-you-go | Porcelain Veneers |
| Unit Pricing | Pay-as-you-go | Single Dental Implant (including Crown) |
| Unit Pricing | Pay-as-you-go | All-On-Four/Full Mouth Implants |
| One time/ perpetual license | Multi-year contract | Fixed Braces |
| One time/ perpetual license | Multi-year contract | Lingual Braces |
| Unit Pricing | Pay-as-you-go | Wrinkle Smoothing Treatment |
| Unit Pricing | Pay-as-you-go | Dermal Fillers (Restylane/Teosyal) |
| Unit Pricing | Pay-as-you-go | Emergency Care |
| Unit Pricing | Pay-as-you-go | Hygienist Visit (30 mins) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Pure Smiles product offering
Product offeringCore offering
Pure Smiles is a family-run private dental practice providing comprehensive dental care for patients of all ages from two Fulham locations. Core services span general dentistry, preventive gum health and hygiene, dental implants, orthodontics (including Invisalign and fixed/lingual braces), cosmetic dentistry (Digital Smile Design, whitening, porcelain veneers), facial aesthetics, pediatric dentistry, and emergency dental care, supported by a fully digital workflow since 2017.
Product overview
Pure Smiles is a family-run dental practice offering a comprehensive portfolio of dental and aesthetic services from two Fulham locations. The core offering spans general dentistry (check-ups, fillings, extractions), preventive gum health and hygiene care, and specialized treatments including dental implants (single, multiple, All-on-4, zygomatic), orthodontic braces and Invisalign clear aligners, and cosmetic dentistry (Digital Smile Design, teeth whitening, porcelain veneers). The practice differentiates through its wellness-centered 'Slow Dentistry' approach, clinical hypnotherapy for nervous patients, and sedation options. Adjacent services include facial aesthetics (anti-wrinkle injections, dermal fillers, Profhilo, polynucleotides), pediatric dentistry, emergency care, and a Gold Membership plan. A fully digital workflow has been in place since 2017, incorporating 3D digital scanning and smile simulation technology. Key specialists include implant surgeon Dr. Riz Syed and periodontal expert Dr. Crystal Marruganti.
Differentiator
Problem solved
Functional benefit
Products and services
- General Dentistry Routine dental care including check-ups, examinations, cleanings, fillings, crowns, and bridges focused on preventive care and maintaining oral health for the whole family.
- Gum Health and Hygiene Services Preventive and therapeutic gum care including regular hygiene visits, disease prevention, air polishing, and periodontal treatment for patients seeking to maintain or restore gum health.
- Dental Implants Tooth replacement solutions including single and multiple implants, All-on-4 full-arch implants, implant-retained dentures, zygomatic implants for severe bone loss, and bone grafting procedures.
- Invisalign Clear Aligners
Quantifiable outcome
- Google Rating of 4.9 Stars based on patient reviews
- +2 more outcomes
Companies that use Pure Smiles
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles5 records
Pure Smiles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pure Smiles partnerships and signals
Strategic signalScale indicators9 records
Recent moves7 records
Expansion highlights5 records
Pure Smiles competitors and assessment
Company assessmentBroad incumbents
- Bupa Dental Care: The largest dental chain in the UK with hundreds of practices, including locations across London. Overlaps with Pure Smiles in private general, cosmetic, and orthodontic dentistry, but operates as a broad incumbent portfolio rather than a single-catchment specialist.
- Portman Dental Care: UK-focused private dental group with practices across London and the South East. Provides private general, cosmetic, and specialist dentistry under a corporate model — a relevant peer for a premium multi-specialty Fulham practice.
- Rodericks Dental Partners: Large UK dental group offering NHS and private dentistry with growing specialist and cosmetic services. Comparable to Pure Smiles in service breadth but operates a multi-site group model rather than a single-catchment boutique.
- mydentist: UK's largest dental chain with extensive private and NHS offerings including cosmetic and orthodontic treatments. Competes broadly with Pure Smiles for London patients but lacks Pure Smiles' specialist-driven Slow Dentistry/hypnotherapy positioning.
Others
- Invisalign (Align Technology): Manufacturer of the clear aligner system that Pure Smiles uses and retails. While not a direct competitor, Align Technology's pricing, marketing, and provider network dynamics directly affect Pure Smiles' orthodontic revenue and case margins.
Emerging players
- Smile Direct Club (UK): Clear aligner brand with UK presence offering direct-to-consumer teeth straightening. Overlaps with Pure Smiles' Invisalign offering but competes primarily on price and convenience rather than in-practice specialist care.
Direct peers
- The London Dental Studio: Boutique private dental practice in central London focused on cosmetic dentistry, smile makeovers, and advanced restorative work. Highly comparable to Pure Smiles in targeting affluent London patients with high-value aesthetic and restorative cases.
- Sensu Dental: Private cosmetic and general dental practice in London with a similar focus on aesthetic treatments, Invisalign, and smile design. Competes directly with Pure Smiles for cosmetic and premium general dentistry patients in the London market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pure Smiles social profiles
Digital presencePure Smiles financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Smiles leadership team
Management profileNumber of profiles
Profiles8 records
Pure Smiles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Smiles 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 Pure Smiles
What does Pure Smiles do?
Pure Smiles is a family-run private dental practice providing comprehensive dental care for patients of all ages from two Fulham locations. Core services span general dentistry, preventive gum health and hygiene, dental implants, orthodontics (including Invisalign and fixed/lingual braces), cosmetic dentistry (Digital Smile Design, whitening, porcelain veneers), facial aesthetics, pediatric dentistry, and emergency dental care, supported by a fully digital workflow since 2017.
Is Pure Smiles a public or private company?
Pure Smiles is a private company. It is classified as family owned and is currently operating.
When was Pure Smiles founded?
Pure Smiles was founded in 2009. It employs 1 to 10 people.
Where is Pure Smiles based?
Pure Smiles is headquartered in Fulham, United Kingdom, in the Europe region.
How does Pure Smiles make money?
Four revenue lines are on record. Fee-for-Service Treatments are the primary driver. The others are gold Membership Plan, orthodontic Treatments and facial Aesthetics.
Who are Pure Smiles's main competitors?
Broad incumbents on record are Bupa Dental Care, Portman Dental Care, Rodericks Dental Partners and mydentist. Invisalign (Align Technology) is listed as an others. Smile Direct Club (UK) is listed as an emerging player. Direct peers are The London Dental Studio and Sensu Dental.
Does Pure Smiles have an API?
No public API is recorded for Pure Smiles.
What industry is Pure Smiles in?
Pure Smiles's product category is Private Dental Services. Its primary akta.pro industry code is HLABAAAE, Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care), with a secondary code of HLABAAAC, Cosmetic & Esthetic Dentistry (Veneers/Whitening/Bonding). Its NAICS code is 62121.