Dental company promoted by Vogue Williams goes bust

Dental company promoted by Vogue Williams which promises perfect teeth goes bust – leaving angry online customers owed thousands of pounds

  • Your Smile Direct offered customers DIY clear aligners to correct their teeth 
  • The five month treatment was £1,000 cheaper than conventional orthodontists
  • Vogue Williams and her husband Spencer Matthews promoted the company at a glitzy lunch last year 
  • Furious customers say they’re owed thousands of pounds by the company

A dental company supported by Vogue Williams which promises perfect teeth has gone bust, owing angry online customers thousands of pounds. 

Your Smile Direct, who used the model to tout their success, had been troubled by debt since 2018.

The Made in Chelsea reality star and husband Spencer Matthews were guests at a glitzy celebratory lunch last May when the company boasted of fixing the teeth of 10,000 people with their clear aligners.

Documents lodged with Companies House in Dublin show the company went into liquidation earlier this month – leaving those who have paid for treatment fearing they have lost their money.

One customer told MailOnline: ‘They have just taken the money and will not reply to any calls or emails and I have not received anything from them.

A dental company supported by Vogue Williams (above) which promises perfect teeth has gone bust, owing angry online customers thousands of pounds. Your Smile Direct, who used the model to tout their success, had been troubled by debt since 2018

‘They have conned people and should not be allowed to get away with this.’

Your Smile Direct offered a cut price way for people to have their teeth straightened without using a registered dental practice and orthodontist.

After sending off a mould of the shape of their mouth, customers would be sent clear aligners – or braces as they are commonly called – by post every two weeks to straighten their teeth.

The cost of treatment was up to £2,000 and lasted up to five months or longer.

Patients who use an orthodontist often pay more than £3,000 for a course of treatment.

Many of the patients signed credit agreements or were asked to pay the full amount up front prior to treatment.

The Dublin based company stopped returning calls and emails a month ago, according to angry customers.

One woman from Southampton, Hampshire, said: ‘When I saw how much they were charging I thought it was too good to be true, and that’s what its turned out to be.

‘I was able to have most of my treatment but I did not receive my final alignment. If I do not get that then all the previous months treatment will be wasted. I feel very let down and I know there must be many others in my position.’

Another customer found out about the company after seeing an Instagram post by Vogue.

In May 2019 she and Spencer Matthews were interviewed about Your Smile and were happily photographed at the lunch in Dublin.

The Made in Chelsea reality star and husband Spencer Matthews were guests at a glitzy celebratory lunch last May when the company boasted of fixing the teeth of 10,000 people with their clear aligners

Documents lodged with Companies House in Dublin show the company went into liquidation earlier this month – leaving those who have paid for treatment fearing they have lost their money

The couple posed with balloons containing the slogan ’10,000 smiles’ – the number of people the company claimed to have successfully treated.

At one point Vogue pointed at husband Spencer and joked that that company would soon be fixing 10,001, before he replied with a smile: ‘My teeth are perfect’. 

MailOnline has approached Vogue Williams for comment. 

The quest for perfect teeth in recent years has been fuelled by the explosion in reality stars with companies using social media to promote the DIY treatment.

On its Instagram page Your Smile Direct carried the slogan: ‘Invisible Aligners delivered to you; less time in waiting rooms, more time for YOU and all at a winning-grinning price!’

Consumer review sites have been flooded with complaints from people who have been let down by their treatment. 

Writing on the Trust Pilot consumer website Beth Beckerly said: ‘I could not be any more disappointed, i paid a large deposit in may and have since been unable to get a response regarding a refund. i have not even had a treatment plan yet. Personally I would not recommend at all.’ 

One 24-year-old woman from Essex, who with her sister paid £2,500 for treatment, said:’I was promised the clear braces, but they never arrived. I would be fobbed off with excuses and promises that they would arrive in a few days.’

Another customer found out about the company after seeing an Instagram post by Vogue. In May 2019 she and Spencer Matthews were interviewed about Your Smile and were happily photographed at the lunch in Dublin

Another customer added: ‘I heard about the company from an Instagram post by Vogue Williams. I was sceptical and did some research on the company and they appeared genuine, but obviously not.’

Those still seeking answers who search online for Your Smile Direct were immediately directed to a new company called Alignerly offering identical treatment. This website stopped working yesterday.

Both Your Smile Direct and Alignerly are registered at the same Dublin address with a husband and wife named as the sole directors of each company.

Graham Byrne was the director of Your Smile Direct while his wife is director of Alignerly, a company that was formed in March.

A spokesman for Your Smile Direct and Alignerly did not respond to emails and calls from MailOnline.  

A spokesman for the General Dental Council, which regulates dentists and orthodontists in the UK, said it is ‘gathering evidence about the potential risk of harm to patients from direct-to-consumer orthodontics’.  

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