The white smile fever Everything you need to know about teeth whitening
According to a recent study conducted by the journal BMC Medical Ethics: "A significant majority of dental professionals (90.7%) reported an increase in demand for cosmetic procedures attributable to the influence of social media. Popular treatments included teeth whitening (54.7%), Hollywood smiles (17.1%), and veneers (11.9%). Social media was identified as a primary source of information for users seeking aesthetic treatments, contributing to increased expectations and desires for cosmetic enhancements." The race for the glow-up continues, fueling increasingly unrealistic beauty standards. Cosmetic dentistry is emerging as a key field within dental practice. This trend is driven by the growing emphasis of platforms like Instagram and TikTok, which target us with curated content showing the journey toward a movie star’s dazzling smile. Professionals, too, are showcasing their work and engaging with potential clients by tapping into influencer marketing. It’s no coincidence that TikTok stars, especially in Italy and across Europe, are now flaunting ceramic veneers. As noted in the aforementioned study: "This digital revolution has not only raised public awareness of aesthetic procedures but also led to a surge in demand for treatments such as teeth whitening, veneers, and orthodontics." Among the latest trends promoted by influencers and it-girls, one product in particular stands out: DIY whitening kits.
Is at-home teeth whitening actually effective?
From whitening strips to toothpastes and LED trays, there are countless and varied options for getting a brighter smile from the comfort of home. These methods have been endorsed by popular content creators, who report gradual results—but is that really the case? To shed light on the topic, we asked dental hygienist Dalila Pagano, also known as unavitainterdentale. "None of the practices mentioned can actually change the color of the enamel. What we need to truly be whitening is hydrogen peroxide, which is present in over-the-counter products (such as toothpastes) in very low percentages by regulation. As a result, they cannot achieve real whitening. The only way is to undergo a professional whitening treatment; everything else can only act as a support." the doctor explains. Overall, Pagano sees pros in whitening, calling it "a personal pleasure and ultimately, a form of self-care." She sees no real downsides, "at most a bit of sensitivity that can be easily managed."
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In-office vs. at-home whitening: costs and differences
"An in-office whitening is a professional treatment using higher concentrations of peroxide that works within a short timeframe (40 minutes to 1 hour). The patient leaves with a bright white smile, but the results last only 6 months to a year. That’s why, in my opinion, I prefer the at-home treatment, also known as home whitening," the doctor clarifies, referencing the at-home whitening method. "The results are slower but longer-lasting." And the costs? They vary widely depending on the method. In-office treatments range from €200 to €700, while at-home kits fall between €150 and €500. We recommend checking prices in your specific city, as they may differ.
How social media affects our relationship with smiling
We asked the dental hygienist whether she believes social media is promoting unsafe treatments and normalizing the use of dental hygiene products without consulting an expert. Her answer was unequivocal: "Absolutely yes. I don’t want to point fingers, but sometimes I see sponsored videos where people clearly have no idea what they’re talking about. We’re talking about oral health, so always rely on professionals." However, Pagano does not believe that social platforms are pushing us into an obsession with the Hollywood smile. She points out: "Having white teeth has always been a shared desire—social media just makes it easier to talk about and find information."
Can anyone get teeth whitening?
To conclude, we asked the expert when it’s appropriate to undergo teeth whitening and who qualifies for this service: "Anyone can do it, as long as a preliminary check-up confirms that the mouth is healthy. There should be no cavities or gum inflammation. Some people, such as pregnant women or minors, cannot undergo whitening. For everyone else, it’s worth doing when you feel the desire for a whiter smile."
