We’re on a Mission to Design Products and Experiences That Spread Smiles Across Asia: Julian Artopé, CEO of Zenyum

Zenyum is a Singapore-based smile cosmetics brand on a mission to make oral care more affordable, accessible and enjoyable. Founded in 2018, the brand began with a mission to make orthodontic treatments both affordable and approachable. For too long, braces and aligners had been considered a luxury, often available only to those with significant disposable income. Zenyum sought to change that perception by combining technology, professional dental expertise and consumer-friendly pricing into a single experience. 

From the very beginning, Julian Artopé and his team recognised that a smile holds more than aesthetic value. It shapes how people interact at work, with friends, and even with themselves in quiet moments. A confident smile can transform how someone walks into a room, approaches a conversation or presents ideas. With Zenyum, Julain wanted to remove the intimidation and heavy financial barriers that often accompany orthodontic care and replace them with something uplifting, transparent and affordable.

The Spark Behind Zenyum

Julian recalls the early days when the idea first began to take shape. Orthodontic treatments were often seen as lengthy, expensive and inconvenient. The process could involve endless appointments, frequent adjustments and a journey that seemed clinical rather than personal. Zenyum was born out of a desire to reimagine this journey.

“We wanted to make a beautiful smile accessible and empowering, not just a cosmetic choice,” Julian explains. This perspective guided Zenyum’s model from day one. The process starts with a straightforward online assessment. Patients are then directed to a 3D scan at a partner clinic, which allows for precise treatment planning. From that point forward, much of the experience unfolds digitally through Zenyum’s dedicated app.

The Digital Difference

The Zenyum app has become the central companion in a patient’s journey. It allows users to track their progress, adjust aligner schedules, communicate with support staff and even send updates to their dentist without the need for frequent in-person visits. For many customers, it turns what was once a stressful, complicated process into an interactive and empowering routine.

By digitalising much of the communication and monitoring, Zenyum not only reduces costs but also strengthens the connection between patients and their dental care providers. Dentists remain at the heart of treatment, but technology ensures that patients feel supported every step of the way.

Making Confidence Affordable

One of Zenyum’s most significant achievements has been lowering the cost barrier for invisible aligners. Traditional systems often carry price tags that place them firmly out of reach for the majority of Asia’s middle-class population. Zenyum took a different approach by streamlining production, relying on local manufacturing where possible, and reducing unnecessary overheads.

This strategy means treatment can be up to 70 percent more affordable compared to other aligner systems. Importantly, affordability has not come at the expense of quality. Every treatment begins with a thorough scan and evaluation by licensed professionals, and dental experts remain actively engaged throughout the process. For Julian, affordability is not about cutting corners but about using innovation to deliver the same or better results at a price people can realistically manage.

Growth Across Asia

From its headquarters in Singapore, Zenyum quickly expanded into neighbouring markets. Today it operates in nine countries, including Malaysia, Vietnam, Thailand, Hong Kong and Japan. The company employs more than 250 people, all united by the mission to help people smile with greater confidence.

Each market presents its own cultural nuances and consumer expectations. Julian highlights that while practical details may differ, the core truth is the same everywhere. People want solutions that make them feel good about themselves without unnecessary stress, complexity or expense. By adapting to local contexts while maintaining its global mission, Zenyum has been able to resonate with millions of consumers.

Beyond Aligners

Although aligners remain Zenyum’s flagship offering, the company has broadened its vision into what it calls Smile Cosmetics. This expanding line of products includes electric toothbrushes, whitening kits, toothpaste and mouthwash. The idea is to make oral care not only effective but enjoyable.

Julian believes this evolution reflects a wider shift in how people view self-care. Rather than focusing only on correcting problems, modern consumers want routines that make them feel confident and supported every day. By offering an integrated range of products, Zenyum becomes more than a treatment provider. It becomes a daily partner in maintaining confidence and oral health.

Learning Along the Way

Rapid growth is never without its challenges. As Zenyum scaled, some customers voiced concerns about treatment timelines or communication gaps. For Julian, such feedback is invaluable. Rather than treating it as a setback, he sees it as an opportunity to refine processes and strengthen trust.

He emphasises that building a consumer brand is ultimately about human connection. When someone chooses Zenyum, they are not simply purchasing a product. They are making a personal investment in how they feel about themselves. That level of trust requires ongoing care, listening and adaptation.

What’s Next for Zenyum

Julian foresees a future where oral care is no longer viewed as a chore but as a positive ritual that fits seamlessly into daily life. Zenyum’s plans include strengthening partnerships with dentists, adding new features to its app and expanding its range of consumer products. The broader goal is to bring the joy of confident smiles to even more people across Asia.

Julian Artopé, Founder & CEO, Zenyum

With invisible aligners, smart app support and a growing range of oral care products, Zenyum is making confident smiles more accessible across Asia.

We proudly call it ‘Smile Cosmetics’.