YourSmileDirect

About YourSmileDirect

YourSmileDirect was an Irish-based teledentistry company that operated on a direct-to-consumer model, providing clear dental aligners. The company was founded in 2015 by Graham Byrne, a serial entrepreneur with a background in various senior leadership roles. Byrne's inspiration for the business came from his personal experience with the high cost and time commitment of traditional orthodontics. He researched the direct-to-consumer clear aligner model used by companies in the United States and adapted it for the European market.

The business targeted consumers directly, aiming to provide a more affordable and convenient alternative to traditional braces. Clients could either visit a clinic for a 3D scan or use an at-home impression kit to create a mold of their teeth. Based on this, a series of custom 3D-printed clear aligners were produced and sent to the customer to be worn for an average treatment period of 20 weeks. This process was designed to correct issues such as overcrowding, gaps, and unevenness. All treatment plans were prescribed and monitored remotely by registered dentists. The company's revenue was generated through the sale of these aligner packages, which cost significantly less than traditional methods.

Initially self-funded by Byrne, YourSmileDirect secured a £2 million seed investment in 2017, followed by a €10 million Series A round in 2018 to fuel its expansion. The company grew rapidly, launching in the UK in 2016 and expanding to Ireland, France, Italy, Australia, and New Zealand. By 2018, it operated multiple clinics across Europe with plans for further global expansion. However, the company ceased operations and went into liquidation around July 2020, leaving many customers mid-treatment.