We live in a world where first impressions matter and appearances are often under a digital microscope. Platforms like Instagram and TikTok have created a culture that idolises perfect aesthetics.
From vying for the perfect skin and hair, teeth care has also become the new frontier of aesthetics. A dazzling smile is an integral part of the beauty industry.
Celebrities from Hollywood to influencers showcase dazzlingly white, meticulously crafted smiles, setting an aspirational beauty ideal.
This shift is more than skin-deep; studies show that brighter smiles improve self-confidence and can even influence social perceptions.
With a focus on enhancing the appearance of teeth, cosmetic procedures like teeth whitening, veneers and clear aligners have exploded in popularity.
Cosmetic dentistry has made this dream attainable for many, turning once-luxurious treatments into mainstream beauty routines with easy DIY teeth care products in the market.
The allure of a perfect "Hollywood smile” has driven a booming industry. In fact, the global market for teeth whitening is expected to reach USD$8.21 billion by 2026, according to a report by Statista.
But let’s get real: has cosmetic dentistry shifted societal beauty ideals towards a flawless smile?
Zenyum vice president of clinical products and dentistry Dr Lou Yii Ping said that cosmetic dentistry focuses on enhancing the appearance of teeth and smiles, which has made a bright, healthy smile a key feature in contemporary standards.
"This transformation reflects a broader cultural shift that values not just straight teeth but also the overall harmony and authenticity of one’s smile.
"Cultural influences like social media and psychological impacts like self-confidence and social perceptions also play a crucial role in driving demand for brighter smiles,” she said.
That being said, are the standards of beauty promoted by cosmetic dentistry realistic or achievable for the average person?
"The ideal "Hollywood smile” that everybody wants, may not be something you can achieve easily with just braces and minimally invasive cosmetic dental work, most of the time it involves extensive dental procedures.
"Natural teeth shapes are unique to the individual and can’t be whitened as those seen in magazine pages. These unrealistic expectations become a challenge in the clinic for the dentist as these results are hard to replicate in real life,” she said.
Dr Lou added that dentists need to manage the expectations of patients and introduce safe and effective solutions for whiter smiles.
There are minimally invasive procedures (such as minor teeth contouring and teeth bleaching) that one can do to enhance their natural smile without damaging their natural teeth.
Dental practices have also recognised the power of social media marketing in shaping consumer behaviour.
A study indicated that 90.7 per cent of dental practitioners believe that social media has contributed to an increase in demand for aesthetic dental procedures, according to Dr Lou.
"The most sought-after treatments include teeth whitening, Hollywood smiles, dental veneers and clear aligners, with many patients expressing interest due to trends seen on social media platforms.
"However, the desire for a "perfect smile," often showcased in filtered images, can lead to increased vulnerability among users to marketing strategies promoting aesthetic treatments, especially ones that are not regulated,” she said.
As with anything on social media, the public should be wary of the accuracy and reliability of information shared online. One should speak to their treating dentist for a professional examination and consultation, added Dr Lou.