But…why teeth? For starters, there’s big money in pearly whites. According to Fortune Business Insights, the global oral care market was estimated at $33.63 billion in 2024 and is projected to swell to $46.52 billion by 2032. As for the glosses, serums, and varnishes…what’s actually making a difference, and what’s just stuff for stuff’s sake? It’s not sexy, but the core of any healthy routine is twice-a-day brushing (preferably with an electric toothbrush), daily flossing (either manual or accompanied with a tool like Waterpik), and depending on your concerns, a fluoride mouthwash. If we dig deeper, an argument can be made that a megawatt smile is the new status symbol — and that brands are looking to capitalize on the moment; my FYP is flooded with celebs’ picture-perfect Chiclet pearly whites — almost certainly the work of veneers, the immaculately crafted, porcelain tooth coverings totaling in the tens of thousands of dollars. I’ve witnessed the normalization of Botox, fillers, and plastic surgery become commonplace brunch table fodder. I wonder if maybe within a few years (or sooner), we’ll be asking the group chat not about the latest episode of Love Island but about getting our teeth done.
