The US-based dentistry company Smile Direct Club, which gained attention for its direct-to-consumer clear aligners, has announced the cessation of its operations after filing for bankruptcy. This decision has raised concerns and left both customers and industry observers questioning the future of ongoing treatments and the impact on British customers who relied on the company’s services.
Best known for offering clear aligners for about £1,800 without requiring an in-person visit to a dentist, Smile Direct Club cited an “incredibly difficult decision” for winding down its operations, following a failed rescue attempt amid substantial debt. Established in 2014, the company, which positioned itself as a disruptor in the dental industry, found itself weighed down by financial obligations.
The closure has left some customers in a state of confusion and uncertainty, particularly those in the midst of their ongoing treatment. British customers, who had opted for the company’s DIY braces that were sent by post, now face challenges as the company’s closure could leave them without the necessary support and oversight for their treatments.
Smile Direct Club’s unconventional approach, which bypassed the traditional in-person consultation for orthodontic treatment, has been a subject of controversy. Concerns have been raised about the lack of in-person oversight leading to adverse outcomes for some customers. Reports on social media mentioned cases of teeth falling out or cracking, stemming from treatments not being supervised in person, in contrast to the traditional approach where orthodontists or dentists administer and oversee aligners and braces following an in-person consultation.
Additionally, the company’s decision to shut down customer care support and cancel all outstanding tooth aligner orders has led to further apprehension among customers. The cancellation of the “Lifetime Smile Guarantee” and the continued collection of payments from SmilePay customers has raised questions about the company’s adherence to its commitments.
The complex situation has also been accompanied by concerns stemming from SmileDirectClub’s history of enforcing non-disclosure agreements (NDAs) that prohibited negative reviews from dissatisfied customers, and its history of litigious actions against dentists. The implications of these practices, combined with the sudden closure and the bailout failure, have raised serious questions about the impact on customers and the industry as a whole.
As the fallout from Smile Direct Club’s closure continues to unravel, industry insiders, regulators, and customers alike are closely monitoring the implications and seeking clarity on the next steps for ongoing treatments and the disposition of orders. The situation has brought attention to the challenges of remote, direct-to-consumer dental services and the importance of regulatory oversight and accountability in this evolving sector.
