A whistleblower has revealed that staff at the prominent cosmetic dentistry company Smile White allegedly ridiculed their clients on an internal WhatsApp group chat with around 50 employees.

According to the insider, who spoke exclusively to LBC, senior members of the organisation were also observed using disparaging language in the workplace. Above all, the insider claimed that staff circulated patients’ medical photos in internal chats and mocked clients over their appearance, even likening one Asian patient to an image of an Oompa Loompa played by prominent Kenyan-British actor Deep Roy. The series of serious allegations has begun to circulate with images and screenshots that add to the veracity of the claims.

The derogatory comparisons were not only mean-spirited but, as the insider suggests, were fuelled by far more discriminatory practices. One leaked screenshot showed a message making derogatory comparisons between Black patients and animals, including a hippopotamus, mocking patients’ body sizes and ages, and using insulting and unacceptable terms about clients with learning disabilities.

LBC has also shared material showing the company’s founders using the term “UNICEF” as a code to describe prospective clients from Africa whom they believed could “not afford treatment.”

In response to the backlash, Smile White founders, twin brothers Hassan and Hussein Dalghous, who also own Yorkshire Dental Suite, recently told LBC they “regret” using this “inappropriate” expression and say it does not reflect who they are. The 30-year-old Leeds-born duo reached millionaire status in their 20s and have been described as being “at the helm of a dentistry empire,” with clients including Leeds United players. Smile White reached peak popularity thanks to the brothers and their social media profile, which boasts millions of followers and showcases their opulent lifestyle, including but not limited to purchasing a private jet, driving Ferraris, and boarding helicopters.

However, as reported by the insider, behind the staff doors the environment was “morally challenging” and “toxic” on account of its leadership. The anonymous source, who previously worked in recruitment at Smile White, claims she saw client photos “shared and mocked” at work, including sensitive clinical images shared inappropriately among staff for non-clinical reasons — which could amount to a breach of data protection law.

She added: “It was a bit dodgy how the sales team would share pictures. People think they’re sending these medical pictures to a dentist or orthodontist, but all that happens is that you’ve got all these 18-year-old salespeople sharing them around, laughing with colleagues. You’d feel violated.”

Another anonymous employee added that customers approached the business wanting to improve their confidence and self-image, but were ultimately “torn down for the way they look” behind their backs.