Searches for the term ‘smile makeover’ increased by 48% across the UK between 2022 and 2024, according to new analysis.
A review of search engine data by Smile n Shine found that ‘smile makeover’ searches increased by 100% in Northern Ireland and 81% in England. They rose by 50% in Wales but did not increase in Scotland during this time.
Salford and Manchester saw the biggest local increase in web searches, at 400% and 350%. London saw a much smaller rise of one quarter (24%).
Dentists have expressed concern for the focus on aesthetics suggested by these figures. Bhavika Parekh, general dental surgeon at Smile n Shine, said: ‘The surge in smile makeovers reflects how important confidence is to people’s wellbeing, but the conversation online is dominated by quick fixes and artificial hype pushed by influencers.
‘What we don’t see enough of is clear discussion about function, bite health, or how long these treatments will actually last. A truly healthy smile needs to be sustainable as well as beautiful.’
Is social media driving smile makeover searches?
Dr Parekh suggested that the increased interest in cosmetic dentistry may be driven by trends on social media platforms such as Tiktok. The hashtag #smilemakeover has more than two billion views, while #veneers has more than nine billion. Dr Parekh emphasised that the content on these platforms is often created by influencers rather than dental professionals.
She said: ‘The danger is that Tiktok makes it look like a smile transformation can be achieved overnight, but behind the filters and glossy videos, there are real risks. If bite health is ignored, patients can be left with jaw pain, sensitivity, or even damage that costs far more to correct than the original makeover.
‘Too often, people don’t realise that some procedures may last just a couple of years, while others, if done properly, can endure for decades. Cosmetic dentistry has the power to boost self-esteem enormously, but only when patients go in with their eyes open.’
Follow Dentistry.co.uk on Instagram to keep up with all the latest dental news and trends.
