Industry Insider: Allure Ortho Marks a Decade of Balancing Innovation and Clinical Trust

Marking its 10-year anniversary, the orthodontic supplier reflects on a strategy rooted in reliable staples, cost-conscious innovation, and a transformative partnership with Mari’s List.

By Jessie Gainor

When Allure Ortho opened its doors in June 2016, it was a two-person operation in a 1,000-square-foot building. A decade later, the company has grown to a team of 15 in a facility over 12 times that size, earning recognition as a leading supplier in the orthodontic industry. This growth, according to President Dan Elkin, is the result of a deliberate strategy focused on product evolution, key partnerships, and an unwavering commitment to the orthodontists it serves.

“When we opened our doors, I never imagined that 10 years later, we would be recognized as one of the top orthodontic supply companies in the country,” says Elkin. He attributes the company’s milestone to the support of the orthodontic community and a staff dedicated to ensuring customer satisfaction as the company continues to scale its operations.

Allure Mini Twin brackets and T-Class pliers were among the first products offered by Allure Ortho when the company launched in 2016. Photos courtesy of Allure Ortho.

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Balancing Tradition and Innovation

From the beginning, Allure Ortho built its reputation on foundational products that clinicians could trust. Staples like the Allure Mini Twin brackets and T-Class pliers remain widely used today, providing a reliable base for the company’s expanding catalog. According to Elkin, the key has been to maintain the quality of these legacy products while strategically introducing new technologies to meet the evolving needs of modern practices.

This approach has led to a diverse product lineup that includes not only brackets and instruments but also advanced solutions like Aligners By Allure, precision IPR systems, rapid dry heat sterilizers, and products developed in collaboration with leading orthodontists.

“In essence, Allure Ortho balances tradition and innovation by sustaining the excellence of its foundational products while thoughtfully expanding its catalog with technologies that address evolving clinical demands,” Elkin explains. “This approach fosters trust, supports diverse treatment needs, and drives long-term growth.”

Clinical Consistency and Performance

For practicing orthodontists, the value of a supplier is measured in the consistency and performance of its products chairside. Mark Clauss, DMD, of Clauss Orthodontics in Watertown and Middlebury, Conn, notes that Allure’s twin brackets have met and even exceeded the quality of those from larger, well-known manufacturers he has used in the past.

“Orthodontics is nothing without precision and consistency,” says Clauss. “Perfect bracket placement means nothing if there is no consistency in slot size, position, and geometry from bracket to bracket. I can honestly say that the twin brackets from Allure have been equal to or even surpass these other manufacturers in all of these aspects.” He adds that features like base adaptation, ease of access to tie wings, and control over rotation and torque make treatment run more smoothly.

This reliability extends to the company’s instruments. Clauss highlights the flush-cut distal end cutter as a team favorite, noting its superior performance and durability. “The cutters easily cut up to heavy steel wires using significantly less pressure. They cut cleanly and most importantly leave absolutely no excess wire distal to the tube,” he says. “Our incoming calls for ‘pokey wires’ decreased significantly when we switched and we also saw a dramatic decrease in bracket debonds when trying to clip wires.”

For Clauss, the decision to integrate a product into his daily workflow comes down to three factors. “When evaluating instruments or brackets, quality, consistency, and performance are the keys,” he states. “I need to know every instrument I use or every bracket I place is going to feel exactly the same and perform exactly the same as the one I used 5 minutes ago or the one I will use 5 minutes from now.”

Expanding Access with Cost-Conscious Aligners

A significant development in Allure’s product line has been the introduction of Aligners by Allure. In partnership with ARCAD, the company offers a flat $19-per-aligner model designed to provide practices with financial predictability and make clear aligner therapy more accessible to a broader patient base.

“The flat $19-per-aligner pricing model exemplifies Allure Ortho’s broader mission to deliver cost-conscious, accessible solutions that empower orthodontic practices to offer high-quality care while managing expenses effectively,” says Elkin. By eliminating complex tiered pricing and hidden fees, the model simplifies budgeting and helps practices maintain predictable margins.

Jerald Hawk, DDS, of Maryland Dental Care in Rockville, Md, has found the aligners to be a valuable asset for his practice. “Patients love having options and when they experience the quality and the fit of the aligners at a reasonable price point, they are always very happy,” he says. “Many patients, especially adults, are savvy today about orthodontic options and offering Aligners By Allure in our practice has spawned much organic growth due to patient referrals.”

The Transformative Power of Partnership

Strategic partnerships have been a cornerstone of Allure’s growth, but Elkin points to one collaboration as particularly pivotal: the relationship with Mari’s List, the largest orthodontic buying group in the country. This partnership, he says, was instrumental in the company’s evolution from a startup to a market leader.

“One of the most transformative partnerships in Allure’s history has been with Mari’s List,” Elkin states. “This collaboration has provided Allure with unparalleled access to a vast network of orthodontic practices, accelerating market penetration.”

The partnership also created volume-based efficiencies that reinforced Allure’s cost-conscious pricing model, strengthened its reputation as a trusted supplier, and established valuable feedback loops from a wide user base, helping to drive product improvements.

A Culture of Customer Commitment

Beyond products and partnerships, both Elkin and his customers emphasize the importance of service and relationships. For Clauss, it’s a primary reason for his continued loyalty.

“Any supplier can send you products. Just as important to me as the supplies I’m receiving is the service and commitment that go along with them,” Clauss says. “Allure’s customer service has always been beyond top-notch. It is obvious from every interaction that their team cares both about the company as well as their customers. If you call or email with questions or concerns about a product or order, you’re not getting someone working from a script, but someone who is committed to helping you find the answers you need.”

This sentiment is a direct reflection of the company’s core philosophy. “At Allure Ortho, our customers are at the heart of everything we do,” Elkin says. “We deeply value the trust orthodontists place in us to deliver innovative, high-quality solutions that transform smiles and improve lives. Simply put, we love our customers and are dedicated to serving them with integrity, care, and innovation.”

As Allure Ortho looks to its next decade, the focus remains on continuing this trajectory of innovation and customer support. The goal, Elkin concludes, is to build on the foundation of the last 10 years and position Allure as a transformative force in the orthodontic supply market by its 20th anniversary. OP

Photo: ID 181309012 | 10 Year Anniversary © Wirestock | Dreamstime.com.

Jessie Gainor is a contributing writer for Orthodontic Products.