In early January 2022, things seemed to be going well for WonderSmile. They still had top ratings on TrustPilot and other review sites, and their customer base was steadily expanding. Then, by the end of the month, customers started noticing issues — lower quality products, difficulty getting responses, and aligners supposedly getting lost in the mail.
Things only deteriorated from there. Now, WonderSmile is out of business — in the UK, at least. Their website is down, communication channels have gone dark, and they’ve left hundreds of customers without answers. So, what happened with WonderSmile UK? That’s what we’re here to discuss.
If you were considering using WonderSmile to straighten your teeth, we suggest you look into other providers. Check out our comparison review of the best at-home clear aligner services in the UK for an in-depth look at your options.
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Why Did WonderSmile Cease Operations?
As far as we can tell, WonderSmile had seen consistent growth since it launched in 2018. Even through the pandemic, which took down so many businesses (including fellow at-home aligner companies), WonderSmile seemed to remain strong. Reviews were overwhelmingly positive, and they had a growing customer base.
This makes their sudden radio silence such a mystery. And unfortunately, they aren’t offering any insight into the matter.
Customers first began noticing issues in the middle of January 2022. They would send in impressions that WonderSmile claimed were lost — sometimes multiple sets in a row — or their aligners still hadn’t shipped, even though they should have received them already. When customers would reach out for answers, they were either ignored or received the same reply:
We are in the process of undergoing internal system updates and due to the transition required, there have been some delays. We sincerely apologise for your recent experience and our support team will be reaching out to you immediately to help resolve your enquiries.
According to numerous online reviews, WonderSmile started going dark on customers between February and June 2022. The exact time they quit replying varies, and there doesn’t seem to be any logic behind who they kept in the loop and who they ignored. Despite this, it seems that they continued to accept new orders through May 2022 and responded to online reviews as late as June.
Did WonderSmile Know It Was Going Under?
We would like to give WonderSmile the benefit of the doubt, that perhaps they kept taking new orders because they sincerely believed they were going to turn things around and thought that, with a bit more time and a little luck, they’d be able to fulfill those orders. The paperwork tells a different tale.
According to Companies House, WonderSmile UK filed to be struck from the register on March 24, 2022. This set the company’s dissolution in motion. It also means that they processed orders after that date knowing they would never fulfill them — and it doesn’t look like they’ve issued any refunds.
On April 5, 2022, the Registrar of Companies gave notice that within two months, WonderSmile would be dissolved and struck from the register. So today, WonderSmile no longer exists as a company in the UK and the Crown now owns its property and rights.
How Is WonderSmile Helping Existing Customers?
Unfortunately, it doesn’t appear that they are. Customers are no longer getting responses from the company at all, not even canned ones. It’s also unclear if they have an administrator appointed yet in the UK.
WonderSmile’s Australian division appears to be under Westburn Advisory, with Mr. Shumit Banerjee in charge there. However, there is no guarantee that they will offer any guidance for customers in the UK.
Best Alternatives to WonderSmile
Whether you are an existing customer looking to jump ship or a new one who thought WonderSmile would be right for you, there is no reason to give up on your smile dreams. There are numerous alternatives to WonderSmile, and below are the two that we consider the best.
Straight Teeth Direct
Straight Teeth Direct goes beyond just looking at tooth relationships; they use data to analyze facial balance and bring all the features into harmony with the smile. They also offer quality virtual check-ins and a solid satisfaction guarantee.
SmileDirectClub is the at-home aligner originator, so it is no surprise it remains a popular option. They’ve been operating in the UK since 2019 and have helped more than 1.5 million customers worldwide. They have numerous in-person locations for convenient scans, streamlining the startup process.
Learn more about SmileDirectClub in our comprehensive review.
Ultimately, this is a difficult situation for all WonderSmile customers, whether they were looking to start treatment, in the middle of it, or had already finished but wanted to take advantage of the lifetime guarantee.
Know that if you still need a straighter smile, there are alternatives to consider. Visit our comparison review of the best at-home clear aligner services in the UK to learn more about your options.
Unknown to me, they asked me to send some money for my daughter’s retainers in November 2022, knowing full well they are no longer in business. I have been communicating with their so called Cust service and she kept giving me empty promises, it’s now almost 5 months. It’s now look like I’ve been scammed
Augusta Kolossov says
My retainers broke nearly a month ago and my teeth have already shifted. I went straight to the WonderSmile website to try to log into my account online, it said I hadn’t activated my account (I definitely had an account). Then I tried to email them multiple times from the website, and I actually got a response a couple of days ago from customer support which said because I’m in the UK, they can’t do anything for me. I’m waiting for another response (if it ever comes) about whether they can just send my scans over so I can ask another ortho to create new ones for me, but I doubt it. My question is, why didn’t they notify customers?? Is there a case, can I sue?
Smile Prep says
Hi Augusta – it seems WonderSmile ran into financial problems last year. We made an effort several months back to uncover what impact this would have on customers and posted our findings here: https://smileprep.com/news/wondersmile-halts-aligner-sales/.
It’s all rather complicated because, based on our research, WonderSmile appears to have had a complex company structure. They had a parent company located in Singapore, with multiple international subsidiaries in the UK and Australia. I believe the Australia subsidiary (which seemed to own most of the company intellectual property) was sold in a bankruptcy proceeding to another company. I assume the acquirer is the company that is now managing the “wondersmile” business operating out of Australia: https://www.drwondersmile.au/.
Unfortunately you don’t seem to be alone. We’ve also heard from many other UK customers who appear no longer to be receiving support of any kind. I’m not sure I’d be able to advise in terms of what legal remedies you may have available.
When we have some time, we’ll do some more research into this matter and post our findings here.