Research suggests that people are more attuned to the appearance of their teeth than ever before and the rise of cosmetic dental procedures backs this up. In 2023 alone, over 30% of Brits under the age of 35 underwent at least one cosmetic procedure with an average spend of £3677. This was money spent purely to enhance the cosmetic look of an existing smile with procedures like teeth whitening, dental veneers and facial cosmetics being at the forefront.
So how did we get here?
In truth, the breakneck speed of innovations in dental technology and material science has brought dentistry to the crossroads of care (functional rehabilitation like biting, chewing, and talking) and aesthetics (smile and facial appearance). Now, phrases like ‘smile makeovers’, ‘Nefertiti lifts’ and ‘Hollywood smiles’ have become buzz-phrases, ruling social media and personal chats.
So, what is the place of a dentist in 2025 and beyond?
Most dentists would agree that in order to achieve optimal and personalised care, functionality and aesthetics should be intertwined. Yet, somehow, the ethics of cosmetic dentistry often sits in a grey area between health, patients’ best interests and societal judgement.
In this article, I’ll explore the psychological, social, and ethical layers of appearance-based dental treatments—and whether the line between vanity and necessity is as clear as we think.
Firstly, What is Cosmetic Dentistry?
Cosmetic dentistry is the art and science of transforming the appearance of teeth, gums and /or the face to achieve a beautiful smile and a pleasing facial appearance. These include a range of treatments like:
- Dental bleaching or teeth whitening
- Dental veneers
- Cosmetic fillings
- Laser therapies
- Gum line alignment treatments
- Dermal fillers
- Botox
- Teeth straightening with braces, aligners, and/or jaw surgeries.
- Ceramic dental crowns, bridges
- Full mouth rehabilitations (with/without dental implants)
And while cosmetic dentistry may seem like a relatively modern phenomenon, it extends back thousands of years to civilisations like the ancient Egyptians and Etruscans. Nowadays, a dentist who overlooks ‘aesthetics’ in any restorative capacity is setting themselves up for disaster and suboptimal results.
So, What’s Changed in 2025?
Today, cosmetic dentistry comes from a place that is more than crooked teeth, gummy smiles or diastemas. It has become an ubiquitous aspect of modern life, driven by the societal emphasis on physical appearance.
There are 3 key reasons for this:
- The rise of social media influencing: Anyone from dentists to lifestyle enthusiasts, career coaches, personal branding mentors and dental product companies relentlessly talk about “before and after of smile makeovers”, “success stories”, “latest trends” and more.
- Dental technology today does offer ‘less invasive’ and comfortable techniques of cosmetic dentistry—Zoom-whitening, digital workflows, 3D printed crowns, etc.
- Easy communication channels where dentists can now directly showcase their work and engage in tailored conversations with patients about the details of cosmetic dental procedures.
Together, they encourage self-awareness and a desire in patients to look and feel their best, often questioning the real psychology of a ‘perfect’ smile.
Look at it this way…
Decades ago, patients would visit a dental clinic hoping to fix a certain problem but today, many turn to a dentist, first for an opinion about how they can look better and then, seek treatment/s to do so.
People are more than aware that the appearance of one’s smile can impact personal well-being, social acceptance, and success; it can boost self-esteem in both professional and personal relationships.
And it is true to a certain extent….
The smile and appearance do create a first impression. They do drive one’s level of confidence, sense of identity and mental health. However, it is not the only determinant of one’s personality, making the ethics of cosmetic dentistry more critical in practice than ever.
So is Cosmetic Dentistry Really Vanity in Disguise?
Though cosmetic dentistry has been around for years, its recent transformation and marketing approach often carry a stigma that other beauty choices don’t.
While getting a nose job or wearing makeup is widely accepted—even celebrated—choosing to enhance your smile is sometimes considered vanity or superficial. Why?
- Culturally, a smile is tied to authenticity, natural beauty and confidence, so altering it can feel like tampering with one’s ‘true self’. This could create a tension between acceptance and aspirations—“love yourself as you are” vs “do what makes you feel good”.
- There’s also a gender bias—women, in particular, face more pressure to maintain a flawless smile, reflecting deeper societal expectations around beauty and likability.
Yet, on the flip side, cosmetic dentistry is more than vanity and looks.
Straightened teeth and perfect gum lines can make or break your smile whilst boosting your oral health. So, in many cases it can make aesthetic dentistry less of a vanity and more of a right to confidence and a healthy life.
The Ethics of Cosmetic Dentistry
Irrespective of your current views, it’s important to consider whether removing a healthy tooth structure for cosmetic purposes, such as enamel contouring in dental veneers or tooth bonding, is sound dental practice. While some believe that if it’s done carefully and for the right reasons—like improving someone’s confidence and smile—it’s a valid part of dental care while others believe that it goes against the grain of dental care and is therefore unethical. Period!
The truth is, replacing minimal enamel with safe, bio-friendly dental materials is something dentists do all the time—have been doing for years. So why is it only questioned when it’s for cosmetic reasons?
If that wasn’t complex enough there’s more…
Certain cosmetic dental treatments also have an important functional value. For instance:
- Composite tooth bonding vs. dental veneers: You can use both to conceal minor tooth damage, slight spacing between teeth, and discolouration. Yet, while composites do not need enamel shaping and are reversible, dental veneers do—and are permanent with greater longevity.
That difference raises a key question: Does the permanence of a procedure change its ethical standing, especially when done primarily for looks?
- Cosmetic vs. functional overlap: Treatments like Invisalign blur the lines even further—they improve appearance and correct bite or alignment issues.
So, is it cosmetic, or is it functional? The answer often depends on the patient’s goals and indeed, the clinician’s intent.
5 Things To Consider When Practising Cosmetic Dental Treatments Within Ethical Boundaries.
Here are some pro tips to help make an informed decision every time a dentist deep dives into a cosmetic dental procedure:
Patient autonomy
Needless to say, a patient should be informed and walked through the treatment plan including benefits, side effects, risks and aftercare. For adults over 18, dentists must assess their ability to understand and sign informed consent. Parents or carers must make decisions for teens, like in Invisalign.
Today, talks can also include virtual videos, smile previews and AI simulations, to ensure that both the dentist and the patient are on the same page.
Risk-benefit ratio
Every treatment should offer more benefit than harm. If improving aesthetics requires extensive damage to healthy teeth, it may not be justifiable. Ethical care means only proceeding when the patient will truly be better off.
Being fair
Dentists should balance the patient’s desires with what’s medically appropriate, without bias. Cultural values matter, but the final decision must protect the patient’s health—not reflect the dentist’s personal opinions or preferences.
Be true
Dentists should follow only evidence-based practices and avoid using or promoting unproven methods. Scientific accuracy and integrity should guide all treatment decisions—not trends or misleading online claims.
Do no harm
Finally, a dentist should always prioritise the patient’s safety and not perform procedures that could cause long-term damage—especially when less invasive options exist. If unsure, they should refer to a specialist instead of risking harm.
The Takeaway
As you can see, the debate about cosmetic dentistry as a vanity or a ‘right to confidence’ (a necessity) is not clear cut at all. Yet, it is possible for dentists to provide cosmetic dental procedures and stay within ethical boundaries – one that transforms a patient’s appearance, boosts oral health and allows them the right to feel confident about it without judgement.
Where do you stand on the ethics of cosmetic dentistry?
Let us know in the comments below.
If you need more info on cosmetic dental procedures in general, feel free to check out my Dental Dale blog. It’s packed full of tips, tricks and info to keep your oral health in check.
Alternatively, if you have a dental practice or dental-related business and need a hand with ongoing content, give me a shout! I’d love to talk to you about how I can help!