For decades the experience of caring for your teeth looked something like this: Visit the dentist every six or nine months. Take home a new toothbrush from the hygienist. Use it to brush at least twice daily. Repeat.
If you or your child needed teeth straightened, you got a referral to an orthodontist, hoped your insurance and savings could cover it and paid whatever price you were quoted.
But today a host of companies are disrupting the dental industry with everything from at-home orthodontic impressions to coconut-flavoured dental floss in Instagram-worthy packaging to a $290 toothbrush alternative that promises to clean your teeth in six seconds.
Some are competing on price, slashing costs we’d come to think as fixed. Others are injecting luxury into the banal, working to position the age-old tasks of brushing and flossing into the realm of wellness lifestyle capturing the attention of kombucha and SoulCycle enthusiasts.
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