Article Summary: THE ZOOM EFFECT is real. When consumers stare back at themselves for hours on end, it’s easy to find something to focus in on. Teeth being one of them. More specifically, their alignment.

That is driving a boom in the teeth-straightening market — from direct- to-consumer at-home make-your-own- mold iterations to new versions of lingual braces, and innovative ways to accelerate Invisalign.

“We have seen a boom in all cosmetic dentistry, especially teeth straightening,” said cosmetic dentist Dr. Brian Kantor of Lowenberg, Lituchy & Kantor. “This is for a few reasons, everyone is on Zoom looking at their teeth and people are upset that they have crooked or dark teeth.”

The numbers bear out the anecdotal evidence: the World Health Organization reports malocclusion, or crooked teeth, is the third most prevalent dental disease after cavities and periodontal disease globally. According to Fortune Business Insights, U.S. Clear Aligners market size is said to reach $4.55 billion by 2028.

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