If once upon a time, going to the dentists was routine at best, your local dental practice is on the way to becoming something of a destination. At the same time, previously unglamorous dental products such as toothpaste, toothbrushes and mouthwash are more likely to be deemed worthy of a bathroom shelfie posted to Instagram. Teeth – and the right products and treatments for them – are now part of the self-care beauty boom.
There’s even been a rebranding of the sector. The dental aisle in your local chemist could soon be renamed “oralcare”. A recent article in Business of Fashion used this term and estimated that US consumers spent $9bn on oralcare in 2020. Cassandra Grey, the founder of beauty website Violet Grey, went as far as to say: “Teeth have become the new boob job.” Sales of oralcare on the site increased by 33% in 2020.