Would you pay for straighter teeth without visiting the dentist: There's a boom in money-saving online orthodontics but how does it work?

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With Britons told not to go out during lockdown, you would expect people to be less concerned about their appearance but the online orthodontics industry is still growing fast.

A spate of new companies offering money-saving at home orthodontic and so-called 'teledentistry' treatments have sprung up over the past 18 months or so. 

One of them, Straight Teeth Direct, says that since the UK was forced into coronavirus lockdown in March, it's seen enquiries triple. 

Another, SmileDirectClub, which is listed on the Nasdaq exchange in the US, also says it's seen demand soar. Indeed, a spokeswoman for the company suggests that Covid-19 is likely to create long-term demand for telehealth and teledentistry services.  

Rising interest: People stuck at home are looking to improve their teeth

These are not the only firms seeking to take advantage of the marketing opportunity that lockdown and social distancing offers. If you're a user of Instagram, Pinterest or other social media platforms, it's likely you've been blasted by ads touting teledentistry. 

Along with Straight Teeth Direct and SmileDirectClub, My Straight Teeth and Your Smile Direct also claim to offer you a Hollywood-worthy set of pearly whites without numerous visits to the dentist or orthodontist. 

Prices for these online and at-home services range from around the £800 mark up to £2,000, promising to save you money compared to the traditional dentist and orthodonist route. 

Invisalign, a very well-established orthodontics firm that usually sees patients in person, typically charges adults between £2,500 and £5,500 for similar treatment with face-to-face check-ups with an orthodontist.  

But how can you effectively fit braces at home without the help of a professional? Do they work as well? And if you're going to hand over in excess of £1,000, how do you know you're dealing with legitimate companies that will deliver on these promises? 

We take a look at what you need to know if you're considering saving money on fixing your teeth - and road test one of the services.

Step 1: Do your research thoroughly

There are so many firms claiming to offer orthodontic aligners by post that narrowing the field can be a bit confusing. 

Do you go for the cheapest? Or do you opt for reassuringly expensive?  

First things first, research a few firms online - read customer reviews on sites like mumsnet and other public forums to get a sense of whether others have had a good experience. 

Reviews on Trustpilot can be a reasonable indicator of customer satisfaction, but as we revealed last year - there are some anomalies that make you wonder whether all reviews are genuine or whether firms are influencing what reviews show up. 

It's also worth getting in touch with a few services and asking all the questions you have about the treatment BEFORE you hand over any money - or agree to. 

Good services will offer you a free assessment of your suitability before they ask you to commit to paying for treatment. 

If you find you're not happy with the responses you're being offered - move on until you find a service you're comfortable with.  

Generally speaking, if they're putting pressure on you to buy before you're satisfied you want to go ahead and they're sure you are eligible for treatment, they're less likely to prioritise your dental health and safety.  

It's also important to consider the fact that without them looking at your teeth first - usually by photos you send to their dentists and orthodontists in an app - you're likely to get a one-size-fits-all treatment. 

Not only will that not deliver the smile you hope, it could leave your teeth in a worse state. 

Straight Teeth Direct claims to cut the cost of straightening your smile by up to 70 per cent

Step 2: Understand what you're paying for 

Firms offer varying levels of support and service. Some include guarantees to replace lost or broken aligners in their plan costs - others will charge extra for this on top. 

Make sure you request a full breakdown of costs, including what happens should you need extra care or more appointments than first thought. 

Once you've undergone treatment, there is also usually the requirement to wear a retainer at night - basically forever. 

If you don't, then your teeth start to move around again and you'll lose the benefit of all your hard work and cash. 

But retainers aren't always included in the price of orthodontic treatment. You may be given one, but ask what the situation and cost will be if this needs to be replaced. 

Prices for orthodontic treatment can range into several thousand pounds depending on how much correction is needed. 

Most firms offer payment plans though so you won't necessarily need to pay up front. 

Step 3: Be realistic

At home orthodontics are not going to deliver you perfect teeth. 

They can deliver significant improvements though, depending on the existing state of your smile. 

This is why the initial consultation is so important - they'll be able to tell you what sort of results you can expect. 

Some firms offer teeth whitening as well, so if you're really committed there are further steps you can take to improve your look. 

Sent straight to your front door: Staight Teeth Direct's at home impression kit 

My experience with online orthodontics  

Each service offers a slightly different approach, but I went with Straight Teeth Direct to give me a good idea of how the process worked - as well as straighter teeth. 

Like so many teenagers in the 90s, I wore fixed 'train track' braces for almost four years. 

Two decades later and my bottom teeth are a jumble - not only a trap for plaque and gum disease but a daily source of frustration that I endured all that pain (and social embarrassment) in my teens for nothing. 

I've wanted to do something about it for years but the cost always proved a stumbling block. So I was nothing short of delighted to take up an offer to do a free media trial testing the online / at-home orthodontic service from Straight Teeth Direct last year. 

I have been wearing aligners from for several months now and I can already see a difference. 

The process has also been pretty straightforward. I took a number of photos of the inside of my mouth and uploaded them to the app. A day later and the dentist had reviewed my teeth and accepted me for the treatment. 

I had a number of questions and a bit of back and forth on the app with the specialist until I was comfortable with going ahead. 

This would be the moment that most customers would then commit to pay for the next stage, which was Straight Teeth Direct sending me the wherewithal to take moulds of my teeth at home. That costs £42.

I wasn't sure about taking the moulds myself, but it proved easier than anticipated. Though I have to say that putting a whole lot of clay in your mouth is just as unpleasant at home as in the dentist's chair. 

At the time I started, social distancing wasn't a thing, so I also visited a clinic in London where they took 3D imaging of my teeth to ensure a perfect fit for my aligners. 

These were then sent out in batches through the post and the team is constantly available on the app to check my progress and answer my questions. This is the main bulk of the treatment and costs £1,350.

I'm meant to wear the aligners 22 hours a day, removing them to eat and drink. Brushing teeth after every meal needs to be adhered to if you want to avoid any problems. 

Not my teeth: But what I'm aiming for...

You wear each set of aligners for two weeks and then move on to the next set. 

I'll be honest, the first set I put in was SO painful, I wondered about keeping at it but I took ibuprofen and after the first two days, they were fine. 

Each new set is a bit painful for the first day or so, but compared to the agony of train tracks - these are a breeze. 

I can't fault the service and quality offered by Straight Teeth Direct, though my own commitment to wearing the aligners for the full recommended 22 hours a day has, I'll admit, wavered so it's slower going than they originally suggested. 

But a straw poll among those of my friends who've also undergone similar treatment, but with Invisalign, suggests they've had much the same experience as I have.  

It won't be right for everyone, but if you want some improvement and lower cost then it could be a good option. 

'We've seen interest and orders triple since lockdown started' 

Lucie Marchelot Shukla, Straight Teeth Direct

'When lockdown was first confirmed, things were uncertain but since then we've received three times the amount of interest and orders we normally get,' says Lucie Marchelot Shukla, managing director of Straight Teeth Direct

The firm is based in London but has customers in more than 60 countries around the world and appears to be one of the few doing brisker business in lockdown.

She said: 'People have more time to dedicate to this and it gives them something to look forward to during lockdown'.

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