Modern dental companies target Millennials

Shifting consumption preferences are fueling innovation across nearly every industry, from retail to finance to hospitality, as young generations shift away from outdated systems and institutions that are in need of reimagining. One category getting an upgrade is dentistry, as modern brands and services emerge with Millennials in mind.


Startup SmileDirectClub is making the orthodontics industry significantly more affordable through a direct-to-consumer model that eliminates the need for office visits. To begin, users order an at-home impression kit or visit a SmileShop to get a 3D scan. Afterwards, all work is done remotely by licensed dental professionals who digitally examine each customer to assess their needs for invisible aligners. Custom aligners made via 3D printing are mailed to users, who can obtain three-week checkups online or by phone. Unlike traditional orthodontist work, SmileDirectClub only costs $1,500 with the option a SmilePay plan that costs $250 upfront and $99 per month for up to 15 months.


Most people dread going to the dentist, but Grand Street Dental in Brooklyn is improving the often unpleasant waiting room experience through a cheerful office environment that’s Instagram-worthy and intended to evoke presence of mind. The waiting area is designed to feel “like a cross between an interesting, comfortable home, and a mini, uncluttered, art gallery” to make the patient experience as enjoyable as possible. The space is filled with cacti and art books from the owner’s collection, and in each exam room, patients have ample entertainment to distract them, including Netflix, HBO GO, and Amazon Prime. Social media plays a major part in the practice’s marketing, with imagery reflecting the brand’s lifestyle.


Dental floss, like vitamins, has received the high-design treatment thanks to startup Cocofloss, which offers floss that’s as pretty as it is beneficial. The all-natural product comes in colorful pastel packaging in four flavors: Delicious Mint, Strawberries, Cara Cara Orange, and Fresh Coconuts. Unlike floss brands that use synthetic ingredients, Cocofloss uses coconut oil, making it better for users’ bodies and the environment (and especially soft on users’ gums). Customers can purchase floss packs individually or via a subscription plan every four months. Like Grand Street Dental, Cocofloss positions itself as a lifestyle brand, with a vibrant Instagram account showing the product in tropical settings.