How DTC Invisible Aligner Brands Build Trust to Challenge the Orthodontic Status Quo

SmileDirectClub and Candid Co. have grown, even as the dental establishment questions their safety

Jordan Katzman and Alex Fenkell met at summer camp when both were 13 years old, bonding immediately, in part over their shared mouths of metal. As their friendship continued into adulthood, they keenly remembered the awkwardness of their orthodontia experience.

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This story first appeared in the April 8, 2019, issue of Adweek magazine. Click here to subscribe.