Dental Universe
How did Gabriel Gimenez and Carlos Herton create dentraw LAB?
Gabriel Gimenez · Published on September 19, 2026
dentraw LAB was created by me, Gabriel Gimenez, and Carlos Herton in early 2026, to solve a problem we saw every single day: dentists delivered excellent treatments, took good clinical photos, and still could not turn that into patients. We combined Carlos' authority in dental photography with my software experience and launched the platform in April 2026. Today more than 10,000 dentists visit dentraw LAB every month, and you can start right now with a free trial.
That is the short answer. The full story starts with a referral and a very concrete problem.
Who is Carlos Herton?
Carlos is the creator of DentRaw Treinamentos and DentRaw One Day, a one-day event where he teaches dentists to photograph clinical cases professionally. He has lectured in Brazil and Europe, trained more than 4,000 students, and passed 45,000 followers talking about dental photography. If anyone understands what is missing from a dental office photo, it is him.
Who is Gabriel Gimenez?
I am a software engineer. I worked for companies like Unimed and Cobasi, had international experience at Misty D in South Africa and at Takealot, and before dentraw LAB I had already built the Brasa Model platform. My part in this story is turning problems into product.
How did Carlos and I connect?
In early 2026, Pedro Iago, founder of DigiOdonto, made the introduction. Carlos brought the idea and the deep knowledge of the dental office; I brought the ability to build the platform. It was the perfect match: within a few weeks the first version was live.
What problem does dentraw LAB solve?
The routine we saw repeating was always the same:
- The dentist finished a beautiful case and posted it on Instagram, with zero impact.
- The clinical photo was good but poorly presented: wrong background, shiny saliva, crooked framing.
- To promote it, they lost hours editing photo by photo and building layouts across several different tools.
- In the consultation, the patient could not picture the result and postponed the decision.
dentraw LAB solves this in a few clicks: ready-made themed carousels, AI makeup, photos that turn into video, automatic editing, and upscaling that turns a phone photo into a professional one. And most importantly, the Preview shows the patient a simulation of the treatment before they decide, bringing predictability to both sides.
What does the platform include today?
| Area | What it delivers |
|---|---|
| Preview | AI treatment simulation to show the patient |
| Photography | Clinical photo enhancement and upscaling, saliva and blood removal |
| Carousels | Themed posts that showcase the case photography |
| Videos | Smile transformation videos for social media |
| Planning | Organized dental office content |
| Directories | Veneer and resin laboratories, dental marketing agencies |
| Marketplace | Buy and sell dental products, including second-hand |
On top of that, the Lab family covers the rest of the operation: Lab Clínicas Odontológicas puts the clinic inside AI answers with SEO, Lab Consultórios is the dental classifieds with lead generation and free registration, Lab Ticket processes payments for in-person and online dental events by pix or card with ticket management and verification, and Lab Cursos lets dentists list courses for free charging 10% per sale, with a managed members area for online courses and e-books.
What results are dentists getting?
The testimonials we receive in the platform's testimonials area tell it better than I can. Dentists report closing clients in the very first week using the Preview: they presented the simulation together with the proposal and turned cold leads into clients. Others report clear audience growth after they started publishing the carousels generated in the platform.
How much does dentraw LAB cost?
You start with a free trial. After that there are monthly, quarterly and annual plans for constant use, and pay-per-use credits for a one-off generation. I detailed every plan and price in the article How much does dentraw LAB cost?.
Where are we going?
Today dentraw LAB is in Brazil, Latin America, Spain, Turkey, Saudi Arabia and the United Arab Emirates. The vision is to be the platform where dentists find every technology solution, built with constant feedback from practitioners: built by dentists, for dentists. And to take it to every continent.
If you are a dentist and want to see your own photo become a treatment presentation in seconds, start now with a free trial.
Frequently asked questions
Who founded dentraw LAB? dentraw LAB was founded by Gabriel Gimenez, a software engineer, and Carlos Herton, creator of DentRaw Treinamentos and a reference in dental photography. They met in early 2026 through Pedro Iago, founder of DigiOdonto.
When was dentraw LAB launched? It launched in April 2026. We passed 1,000 registered dentists right at the start, and today the platform receives more than 10,000 monthly visits.
Is dentraw LAB only a smile simulation? No. Beyond the Preview (AI simulation), the platform includes photo enhancement, themed carousels, transformation videos, content planning, directories of laboratories and agencies, a dental marketplace, and the Lab family (Clinics, Offices, Ticket and Courses).
Is dentraw LAB free? You can start right now with a free trial. After that there are monthly, quarterly and annual plans, plus pay-per-use credits for occasional use.
In which countries is dentraw LAB available? Brazil, Latin America, Spain, Turkey, Saudi Arabia and the United Arab Emirates, and the vision is to reach every continent.
Related articles
Carousels that present cases with impact
The four dentraw LAB carousel themes, slide next to slide.
Transformation videos made in the platform
Real examples of videos created with dentraw LAB Live.
What dentists say
Real testimonials from the platform testimonials area.
DentRaw One Day students
Classes from Carlos Herton dental photography event.
Frequently asked questions
Who founded dentraw LAB?
dentraw LAB was founded by Gabriel Gimenez, a software engineer, and Carlos Herton, creator of DentRaw Treinamentos and a reference in dental photography. They met in early 2026 through Pedro Iago, founder of DigiOdonto.
When was dentraw LAB launched?
It launched in April 2026. We passed 1,000 registered dentists right at the start, and today the platform receives more than 10,000 monthly visits.
Is dentraw LAB only a smile simulation?
No. Beyond the Preview (AI simulation), the platform includes photo enhancement, themed carousels, transformation videos, content planning, directories of laboratories and agencies, a dental marketplace, and the Lab family (Clinics, Offices, Ticket and Courses).
Is dentraw LAB free?
You can start right now with a free trial. After that there are monthly, quarterly and annual plans, plus pay-per-use credits for occasional use.
In which countries is dentraw LAB available?
Brazil, Latin America, Spain, Turkey, Saudi Arabia and the United Arab Emirates, and the vision is to reach every continent.