One afternoon in August, Dr. Kevin Sands prepared for a unique procedure at his Beverly Hills office, located on the ninth floor of the Camden Medical Arts building. Dressed in stylish black Amiri slacks, a James Perse T-shirt, and Nike trainers, Sands donned a black surgical mask and latex gloves before attending to a patient he referred to as a “sleeping princess.” His wrist sported a luxurious Patek Philippe Aquanaut watch, valued at over £40,000—only a fraction of what his royal patient was investing to restore 28 meticulously crafted porcelain crowns and veneers.
Dr. Sands has built a formidable reputation over the past two decades, catering to elite clients, including members of the Al-Thani family from Qatar and the Al-Saud family from Saudi Arabia. “Once I started treating one family member, word spread quickly among the embassies, and now I see many clients when they visit,” Sands explained.
The appeal of Sands’ practice stems from the high-profile nature of his clientele, which is prominently showcased on the walls of his office through magazine covers featuring stars like Kris Jenner, Kim Kardashian, and Jennifer Lawrence. In contrast to the past, when Hollywood figures often shied away from revealing their cosmetic enhancements, today, the industry has shifted. Celebrities are now more open about their cosmetic procedures, especially with the rise of social media. Stars must now navigate a landscape where their appearances are constantly scrutinized by fans and the media, making them more eager to display their dazzling smiles.
Andrea Aro, Sands’ office manager, observed a notable increase in younger patients in recent years. “With TikTok’s popularity, teenagers are bombarded with images of perfect smiles daily,” she noted. For many, veneers have become the sought-after solution for achieving that ideal look, despite the risks involved in altering healthy tooth enamel.
The global dental veneer market, valued at approximately £1.75 billion at the end of 2022, is projected to double by 2031, fueled by rising awareness and the increasing accessibility of treatments.
During the procedure, the princess was set for eight hours of intravenous sedation. As she reclined in the dental chair, Sands prepared to remove the existing veneers he had placed 15 years earlier. The serene atmosphere contrasted with the bustling Hollywood scene outside, where elites gathered for lunch at upscale restaurants. Sands humorously remarked, “Lunch is for losers,” as he powered through his day with an injection of vitamin B12.
As he began the delicate work of replacing the 28 crowns and veneers, Sands highlighted a trend among his wealthier clientele who seek regular updates to their smiles. Many patients opt for enhancements based on advancements in materials, while others want to align their appearance with changing aesthetic trends. The demand for new veneers often coincides with the popularity of other cosmetic procedures, such as lip fillers and Botox, prompting some patients to adjust their smiles to better complement their overall look.
Despite his willingness to cater to high-profile clients, Sands maintains a boundary. He has turned away patients seeking extreme modifications, such as dental diamonds. Notably, rapper Ye, a former patient, recently opted for a controversial dental implant made from precious metals, a move Sands criticized for its impracticality.
As Sands worked on the princess, the conversation turned to a recent controversy surrounding Ye’s new dental provider. Allegations had emerged about unethical practices involving nitrous oxide treatments. Sands refrained from making judgments but expressed concern about the implications of such controversies on the industry.
In the evolving landscape of cosmetic dentistry, veneers have become synonymous with luxury and social status. Their rapid rise has transformed perceptions, making them a symbol of social mobility rather than a mere dental procedure. Rappers and celebrities alike celebrate veneers as markers of achievement, further entrenching their status as a modern icon of success.
Historically, veneers were pioneered not for dental care but as a tool for enhancing actor’s appearances in films. Dr. Charles Pincus, who invented the first veneers in 1928, laid the groundwork for what would become a booming industry. Over the decades, innovations in materials and techniques have led to the widespread acceptance of veneers among the wealthy and famous.
In the mid-90s, the Las Vegas Institute for Advanced Dental Studies, founded by Dr. Bill Dickerson, aimed to reshape the perception of dental care as a luxury experience. Sands, part of a new wave of cosmetic dentists, honed his skills in this environment, eventually opening his practice in one of the most exclusive locations in Beverly Hills.
Despite the allure of veneers, the process still involves significant risks, as it requires the permanent alteration of healthy teeth. Sands has witnessed a shift in attitudes, as high-profile clients increasingly embrace cosmetic enhancements. Once seen as taboo, cosmetic dentistry is now a celebrated aspect of Hollywood culture.
As Dr. Sands completed his work on the princess, the dental landscape had transformed into a battleground of aesthetic ideals and societal pressures. Veneers, once a discreet enhancement, have now taken center stage as symbols of success, beauty, and social mobility. In a world where image is paramount, the demand for perfect smiles continues to grow, reflecting broader cultural shifts within the realms of beauty and celebrity.
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