Cosmetic dentistry is becoming an increasingly popular choice for younger adults across the UK. From teeth whitening to clear aligners, more people are investing in their smiles to improve their appearance and feel more confident.
Research published in July 2025 highlighted just how popular these treatments have become, particularly among people under the age of 35. The findings also revealed a significant difference between how much younger adults spend on cosmetic improvements and how much they spend on looking after their general dental health.
One in Three Young Adults Has Had Cosmetic Dental Treatment
According to research reported by Dentistry.co.uk, around one-third of people under 35 had undergone cosmetic dental treatment in the previous 12 months.
The average amount spent on these procedures was £3,677. For some people, the cost was considerably higher. Among adults aged 25 to 34, one in ten had spent at least £25,000 on cosmetic dental work.
These figures suggest that achieving an attractive smile has become a priority for many younger adults. Social media, online influencers and the popularity of smile makeovers may all contribute to growing interest in cosmetic treatments.
What Treatments Are People Choosing?
Cosmetic dental treatment can include a range of procedures designed to change the appearance of teeth. Common options include professional teeth whitening, orthodontic treatment with clear aligners, veneers and other treatments intended to improve the colour, shape or position of teeth.
The research found that 20% of under-35s had received cosmetic treatment from a dentist, while 17% had chosen treatments at home, such as whitening kits or teeth aligners. A further 4% had tried both approaches.
At-home products can appear convenient and affordable, but they are not always suitable for everyone. Treatments used incorrectly can cause problems, including gum irritation, tooth sensitivity and damage to teeth.
Speaking to a qualified dental professional before starting treatment can help people understand which options are appropriate for their needs.
Growth of Cosmetic Improvements vs Dental Health
One of the most interesting findings was the difference in spending on appearance and everyday oral health.
While younger adults spent an average of £3,677 on cosmetic dental procedures with average prices for teeth whitening around £500 and Invisalign around £2500-£3000.
The average amount spent on dental treatment, routine preventative check-ups and products to maintain oral health was just £417 over the same period.
This highlights how strongly some people prioritise the appearance of their teeth. However, a healthy smile should always come first.
Regular dental check-ups, effective brushing, cleaning between the teeth and a balanced diet help maintain oral health. Cosmetic procedures may improve the appearance of teeth, but they do not replace the need for preventative care.
Anyone considering a smile makeover should discuss the condition of their teeth and gums with their dentist before proceeding.
The Growing Popularity of Facial Aesthetics
Interest in cosmetic dentistry also sits alongside a wider rise in non-surgical cosmetic treatments, including Botox and other injectable procedures.
Research from University College London examined 3,000 websites and identified 3,667 practitioners offering cosmetic injections. Of those practitioners, 24% were dentists and 8% were dental nurses.
Face and body aesthetics such as LED therapy and microneedling treatment are complimentary services for dentists and dental nurses, who are used to being in a clinical environment, medically trained, compliant and with a history of treating patients in chairs.
Making Informed Choices About Your Smile
Cosmetic dentistry can help people feel more comfortable with their appearance, but treatment should never be rushed. Patients should understand the costs, possible risks, expected results and any long-term maintenance required.
It is also worth remembering that not every popular treatment is suitable for every person. A dentist can explain the available options and help patients make decisions based on their oral health as well as their cosmetic goals.
Conclusion
The growing demand for cosmetic dentistry shows that many young adults in the UK are willing to invest significant sums in their smiles. However, maintaining healthy teeth and gums remains just as important as achieving the desired appearance.
By seeking professional advice, choosing safe treatments and continuing regular preventative care, patients can work towards a smile that looks good and remains healthy for years to come.