Who doesn’t want sparkling white teeth? While most of us think it a quirk of fate bestowed on a few, the cosmetic teeth whitening industry has been proving otherwise. An international player in the space – a $ 11 billion plus industry over a year back — SmileBar, a lounge –style cosmetic teeth whitening facility, has just opened shop in Mumbai. They promise to give you whiter teeth in just 15 minutes while you relax on a pod chair with soothing music.
“The procedure guarantees up to 8 shades whiter teeth in a single session with a sensitivity free technology which is enamel safe,” that’s the SmileBar promise. The facility, which has opened in Bandra (W) and Andheri (W) in Mumbai aims to fill the gap in the cosmetic teeth whitening space. “Their endeavour is to offer people more reason to smile and regain their confidence,” the press release announcing the launch says.
SmileLABS was started in the United States of America in 2007 and has centres across the globe –Australia, Canada, the Middle East, and now in India. They are a part of Smile Labs Cosmetic Pvt. Ltd, promoted by a Dubai based MNC. They plan to open 150 centres across India in the next 2 years. About 40 centres are on the anvil in cities like Delhi, Chandigarh, Goa, Hyderabad, and Chennai.
The teeth whitening treatment they offer deliver good results for those whose teeth have been stained by smoking or by substances like coffee, tea, or cola drinks. However, pregnant women, children under the age of 18, and customers with periodontal disease are discouraged from undergoing this treatment.
How safe is it?
There is a significant amount of clinical data particularly in strong support of a neutral pH, peroxide-based system, SmileBar claims. They say scientific studies show that using Peroxide to whiten teeth is both very effective and very safe. The dental industry has used it in teeth whitening for over twenty years. It does not change or damage the structure of teeth; it merely makes teeth whiter and brighter. Also, peroxide compounds have been safely used in various cosmetic procedures for many years.
“All SmileLABS LLC Cosmetic Teeth Whitening Systems and Products are produced in the United States and adhere to strict quality standards set by the U.S. Food and Drug administration (FDA),” their website states.
What does the law say?
In the United Kingdom, the law relating to tooth whitening changed October 31, 2012. “The new law increases the percentage of hydrogen peroxide allowed in tooth whitening or bleaching products to 6%, subject to conditions, which include first use by a dental practitioner or under their direct supervision, and that the patient is 18 years of age or over, DentalProtection.org reports.
Reports say that under the new law introduced by the Cosmetic Products (Safety) (Amendment) Regulations 2012, hygienists and dental therapists may provide tooth whitening using products containing or releasing up to 6% hydrogen peroxide under the direct supervision of a dentist, if an equivalent level of safety is ensured.