The UK’s dental industry has evolved significantly in the last 20 years. From being a nation that was typically known for having bad teeth, today shows a huge shift in attitudes towards oral health, largely driven by digital developments and the rising demand for cosmetic dentistry.
Britons today are very heavily influenced by the dream smiles they see on TV, film and social media, which largely consist of straight and white teeth, both connected to the rise in teeth whitening solutions and invisible braces such as Invisalign that are readily available.
Many will take this desire for the perfect smile too far, by ‘over-doing’ the look with teeth that are too white and unnatural in their look.
We speak to some dentists and industry experts, some of whom have been practising for more than 30 or 40 years, to understand how they believe dentistry has changed in Britain in the last two decades.
Changing Attitudes
Practising dentistry for 20 years, Dr Samantha Koch of QAD Dental, a dentist in Hemel Hempstead, commented:
“During my career, the biggest change in dentistry has been the attitudes of the patients. We have more patients that come in saying that they want to look like a certain individual or celebrity, or saying that they saw a procedure on social media.
“When I started out, patients came in more to treat their pain or for check-ups, but today a large portion may not have pain at all and are coming in for cosmetic reasons.
“Other changes have been the rise of things like Turkey teeth, where people feel that they can get veneers and bright white teeth overseas for a discounted price. British dentists have been able to respond by offering more flexible finance options and 0% interest repayments for cosmetic procedures as a standard thing.”
Dr Shahab Ghassemi, lead dentist at Chase Lodge, a private dentist in Mill Hill, explains:
“Modern dentistry has transitioned from a reactive ‘treatment only’ concept to a proactive philosophy of prevention, prioritising long-term oral health over repetitive intervention. This evolution is driven by state-of-the-art digital technology, where 3D scanners and high-precision workflows have replaced traditional, invasive methods to improve both diagnostic accuracy and patient comfort.
“Above all, the clinical approach is now deeply patient-centred; the modern experience is defined by an empathetic environment where care is no longer ‘one-size-fits-all’, but is instead strictly bespoke and personalised to the individual’s unique needs.”
Rise in Digital Technology in Dentistry
Neville Bass of Bass Orthodontics, a Harley Street practice which celebrated its 50th year, highlighted the rise of digital technology in cosmetic dentistry:
“Digital scanners, digital X-rays and photography, 3D software, 3D printers and remote monitoring have changed the way patients are diagnosed, planned and treated. A digital scanner is essentially a small camera which is scanned over the surfaces of the teeth, creating a very accurate 3D digital model. This has almost completely replaced traditional impressions and plaster-cast models.
“Brace systems are also constructed from the digital models using 3D printers, including clear ‘invisible’ aligners, orthopaedic braces and traditional fixed braces.
“For aligner construction, the orthodontist can straighten the teeth in the aligner software, which then generates a series of digital models. These are 3D printed to make actual models of the teeth, which are used to make the aligners.”
Increase in Regulation
Erika Schoeman, who has been running Elegance Dental for 31 years, explained:
“Over the last 20 years, dentistry in Britain has changed significantly, both clinically and culturally. One of the biggest shifts has been increased regulation, with much stricter standards around compliance, patient safety, documentation, and continuing professional development. Dentistry today is far more regulated and patient-focused than it was two decades ago.
“There has also been a major change in how patients access and pay for dental care. As NHS dentistry has become more limited, many practices have introduced payment plans and membership schemes, allowing patients to spread the cost of treatment and access more preventative and comprehensive care.
“Perhaps the biggest change overall has been patient attitudes. Dentistry has evolved from being largely reactive and problem-focused to a more preventative, patient-centred, and experience-driven profession, with patients placing far greater value on long-term oral health, aesthetics, and quality of care.”
Dr Harpreet Varaitch of Gabriel’s Hill Dental Maidstone agrees and adds:
“Infection control has definitely heightened, with bacteria and viruses in the mainstream media and the challenges that we faced during Covid. We now have far more rigorous protocols and procedures to maintain health and safety for all, along with a lot more record keeping.
“This is along with more policies in patient care, from vulnerable adults and children, from neglect to abuse, and patient communication. As a dentist, we may be the first point of detection, and again such cases in the mainstream media have brought all this into play.”
Dentistry is Part of Maximising Appearance
“Having beautiful white teeth is now considered a key part of someone’s overall look,” explains Lizzie Bell of fitness boutique The 1PC.
“For long, Britain has been at the end of all jokes for having bad teeth — and this is steeped in Britain’s history.
“Whilst we have celebrities, influencers and everyday people coming into our studio, it is also extremely evident that they are having cosmetic dental work done as well, with Invisalign trays often on display.
“For those looking to improve their confidence, appearance and physique, having the teeth and smile is very much part of the process.”—
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