SmileDirectClub has celebrated its official arrival Australia with a lunch for media and influencers at Sydney’s Shangri-La Hotel.

Guests enjoyed a three-course lunch with SmileDirectClub’s senior marketing executives on the 26th floor of the hotel in the Altitude Restaurant.

During the lunch, SmileDirectClub president Kay Oswald introduced the brand, explaining that the company helps people “unleash the power of their smile” by giving them access to affordable “smile care”.

Kay explained that SmileDirectClub, “the first direct-to-consumer medtech platform for transforming smiles”, provides customers with personalised clear aligners following a single visit to one of its SmileShops.

Each customer’s treatment plan is then delivered to their home in an ‘all in one’ box containing the aligners they need for their entire treatment (normally around six months).

Although customers are not required to visit any dental or orthodontic clinics during their treatment, “licensed dentists and orthodontists customise each patient’s treatment plan and manage their patients’ care from initial diagnosis through the conclusion of treatment, monitoring care along the way with regular remote check-ins”.

Launched in the US in 2014, SmileDirectClub, which typically costs “up to 60 percent less than traditional braces” is now available in Canada , New Zealand, Ireland and the UK as well as Australia.

The company claims it now “represents 95 percent of the doctor-directed at-home clear aligner industry” and has “helped over 750,000 people transform their smiles”.