India’s medical aesthetics brand makeO completes acquisition of Smileneo

INDIA – makeO, India’s innovative tech-enabled physical aesthetics solutions brand, has acquired Dubai-based health tech startup Smileneo for an undisclosed amount.

Upon completion of the acquisition, the combined entity will become the largest clinical beauty technology platform across the Middle East and North Africa (MENA) region and the Indian markets.

The definitive agreement follows the growing use of digital health technologies in orthodontic care, with significant upticks in telehealth usage and preferences in the MENA and South Asian regions.

Indian-born makeO and MENA’s Smileneo, both leading direct-to-consumer teeth-straightening platforms in their respective markets, have teamed up to accelerate the uptake of telemedicine.

Since its inception in 2020, Smileneo has served thousands of patients through a network of more than 30 licensed partner orthodontists in the United Arab Emirates, Saudi Arabia, Bahrain, and Qatar.

The Dubai-based startup works closely with its orthodontic partners to revolutionize teeth straightening by offering consumers the ability to get clinically safe, effective clear aligner treatment at significantly lower costs with less hassle.

Smileneo is the first and only licensed regional teledentistry platform for direct-to-consumer teeth straightening in the MENA region.

The dental care company will leverage MakeO’s vast experience and production capabilities to fuel business growth and venture into new areas of telehealth that complements its established orthodontics practice.

The collaboration aligns with the two companies’ vision of building a high-quality clinical beauty technology platform and delivering value for their consumers and healthcare providers.

Commenting on the strategic deal, Dr. Arpi Mehta, Chief Executive Officer (CEO) and Co-Founder of makeO said: “Having garnered strong market leadership in the Indian self-care industry, we are now prepared to extend makeO’s product and technology expertise to the global audience.”

He pointed out that Smileneo applies a high-quality medical and tech-driven approach, and has a footprint and expertise in the MENA region.

He further noted that the combined capabilities will accelerate makeO’s growth ambitions and materialize its vision to expand beyond India.

“We will not only be able to enter the Middle East region, but also have a basis for further expansion into South Asian and African markets,” added Dr. Mehta.

With the acquisition of Smileneo, makeO will expand and diversify the company portfolio, particularly at-home oral and skin care services via its brands toothsi and skinnsi.

makeO has established orthodontists, dentists, and dermatologists that are revolutionizing how services such as teeth alignment, teeth whitening, laser hair removal, and derma-facial treatments are performed outside a clinical setup.

Today, makeO prides itself on having designed 200,000+ smile plans under its brand toothsi and 60,000+ laser hair reduction sessions under skinnsi in less than three years.

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