Smile Formula offers orthodontic treatment online, and 70% cheaper

© Smile Formula

Unaffected by the coronavirus outbreak, Smile Formula served 2,000 customers within nine months of launch and raised RMB 10m seed funding in April

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Shenzhen-based Smile Formula, which sells its 3D printed invisible tooth aligners directly to end-users, cutting off the middlemen, is disrupting the market with a fixed-price package of RMB 14,999 for full orthodontic treatment – slightly over a quarter of the RMB 50,000 charged by Invisalign, the market leader.The startup's business model was conceived by CEO and founder Sam Xu while he was studying for an MBA at the Harvard Business School from 2017–2019.  Xu learnt about the DTC (direct-to-customer) model that made orthodontic treatment affordable in the US and decided to bring it bac...
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Edited by S. Mani, Wang Xiao'e

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