In May 2024, the American Dental Association (ADA) issued a warning about what it referred to as “veneer techs” — unlicensed individuals promoting veneer placement on social media — cautioning that dental procedures are irreversible and should only be performed by licensed dentists.
Despite this warning, on Aug. 20, Florida police arrested 35-year-old Emely M. Martinez, who allegedly operated an illegal dental practice inside a strip-mall beauty salon, the Tapp Inn Beauty Bar in Pinellas Park, Fla.
Martinez is charged with scheme to defraud (under US $20,000) and multiple counts of practising dentistry without a licence. Several victims reported pain, infections and complications after Martinez placed veneers using cyanoacrylate glue—commonly known as “super-glue” or “crazy glue.” Some required emergency dental surgery by a licensed practitioner to resolve the damage, Fox 13 reported.
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Martinez’s arrest followed a two-month investigation, launched after victims reported pain and complications from veneer work she performed, according to police.
“She is not licensed to put in veneers. She has no schooling to do veneers. And in the state of Florida, obviously you have to be licensed to do any kind of work like that,” said Sgt. Windy Vater of the Pinellas Park Police, Department FOX 13 reported.
Victim paid thousands of dollars
Licensed dentists typically charge between $900 and $1,500 per tooth for a veneer. One victim told police Martinez charged $2,500 for a full set, WSVN News Miami reported.
Industry reports indicate cosmetic veneer procedures are surging in popularity in the US. Precedence Research projects the dental services market to grow from approximately U.S. $174.91 billion in 2025 to about US $270.57 billion by 2034, a compound annual growth rate (CAGR) of 5.3 per cent.
