‘Teeth have become the new boob job’: the rise of oral tweakments

With $55 toothpaste and whitening treatments road-tested on TikTok, looking after your teeth is becoming fashionable. It's even been rebranded as oralcare'

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.