Your Smile Direct founder, Graham Byrne was in the middle of his own dental journey when he had a lightbulb moment to launch an innovative dental service. After numerous visits to the dentist and a long, laborious journey to a straighter, whiter smile, Graham knew there had to be a better way. His aim for Your Smile Direct from the beginning was clear; to provide an efficient and affordable way for everyone to be able to get straighter teeth.
After a hugely successful UK launch, Your Smile Direct has expanded at a rapid pace across Europe, throughout France, Italy, Spain, Ireland, Australia and New Zealand, and continues to shake up the cosmetic dental industry. By building a fast-paced, quick-thinking, direct-to-consumer product, Your Smile Direct has become a dynamic organisation of pioneers both dental and retail focused and it continues to stay true to its core Smile values: trustworthy, convenient, cost effective and forward thinking.