In a city where first impressions often happen over Zoom, the rise of cosmetic dentistry in San Francisco feels inevitable. The Bay Area has long been a place where people optimize everything from their sleep cycles to their step count. Now that same mindset is turning toward teeth.
Cosmetic dentistry isn’t just for celebrities or influencers anymore. According to the American Academy of Cosmetic Dentistry (AACD), demand for cosmetic procedures has climbed steadily for the past decade, with 83% of cosmetic dentists reporting increased interest since the pandemic. Adults under 35 are driving much of that growth, and the AACD notes significant increases in whitening, bonding, and veneer requests among younger professionals. That cohort lines up precisely with San Francisco’s tech-heavy population, where people live online as much as they live in the city itself.
The Zoom Effect
Dentists across the country have noticed what many now call the “Zoom effect,” a wave of patients seeking improvements after spending years looking at themselves on video calls. While the trend isn’t tied to one specific statistic, Forbes Health reports that nearly half of Americans say social media has made them more aware of how their teeth look, and about one in three have considered cosmetic dental treatment because of online influence. Dentists say remote work amplified that awareness, with patients pointing to on-screen visibility as a reason they suddenly noticed minor imperfections in their smiles.
In San Francisco, where remote and hybrid work remain the norm, that kind of constant visibility translates into action. When your career involves pitching to investors, collaborating with teams across time zones, or representing a product to the public, your smile becomes part of the performance.
Cosmetic Dentistry Goes Mainstream
The surge in demand is reflected in spending. Globally, the cosmetic-dentistry market is booming. Technavio projects USD 22.97 billion in growth between 2024 and 2028 with a CAGR of nearly 14%, and U.S.-focused reports estimate a national CAGR of 7–8% through 2030. Veneers, whitening, and clear aligners make up a meaningful portion of that growth.
The American Academy of Cosmetic Dentistry says whitening is the most popular cosmetic dental treatment in the U.S., followed by bonding and veneers. Nationally, adult orthodontic treatments have also increased sharply. The American Association of Orthodontists reports that adults now make up one in three orthodontic patients, with clear aligners driving nearly all of the growth. For a city like San Francisco, where the workforce skews younger and image-conscious, these numbers track.
Technological advances have also helped normalize cosmetic dentistry. Digital smile-design tools, 3D-printed aligners, and stronger ceramic materials mean treatments look more natural and take less time. Procedures that once required multiple visits now happen in a fraction of the time.
Why San Francisco in Particular?
Part of it is cultural. San Francisco is a place where optimization is nearly a sport. People quantify their workouts, A/B test productivity systems, and debate the merits of wearable tech. Cosmetic dentistry fits right into that worldview.
But psychology plays a role too. Research in Frontiers in Psychology shows that people with straighter or brighter smiles are often perceived as more competent and trustworthy. In industries built on persuasion, collaboration, and constant public-facing communication, these subtle cues carry weight.
The city’s creator class and tech workforce further amplify the trend. When your day involves user research sessions, investor updates, or content creation, the line between “appearance” and “professional identity” blurs. Cosmetic enhancements become part of how people show up in their roles.
The Cost Barrier (and How People Are Getting Around It)
Cosmetic dentistry has never been cheap. Veneers often cost $1000 to $2,500 per tooth, while aligner treatments typically range from $3,000 to $8,000. Whitening, though more affordable, still adds up over time.
Yet patients are moving forward anyway. The ADA Health Policy Institute notes that cost is the number-one reason Americans delay dental treatment, but that’s shifting as payment options expand. More dental practices are offering flexible financing so patients don’t have to absorb the entire cost of treatment at once. And with out-of-pocket medical spending up 7.5% in 2023, according to the American Medical Association, it’s no surprise that installment plans are becoming a more common part of how clinics talk about pricing.
Luckily, there are now options for a dental work payment plan that lets patients choose treatments based on need or preference rather than budget shock. It reflects a broader cultural trend: people treat cosmetic improvements the same way they treat other wellness investments.
A Smile as an Investment
Cosmetic dentistry didn’t suddenly become cool. What changed is the transparency around it. Before-and-after videos, veneer journeys, and whitening reviews circulate everywhere online. People no longer hide the work they get done — they document it, just as they document fitness progress or skincare routines.
For many San Franciscans, these treatments aren’t about vanity. They’re about feeling more at ease in their careers and social circles. Repairing chipped teeth or correcting long-standing alignment issues can remove a confidence barrier that’s gone unaddressed for years.
Cosmetic dentistry today is less about perfection and more about alignment between how you look offline, how you appear online, and how you want to present yourself in a city that’s constantly looking forward. In a place defined by reinvention, investing in a smile can feel like investing in the next version of yourself.
*The SFWeekly newsroom and editorial were not involved in the creation of this content.