A growing number of children are getting braces and other orthodontic treatments, the British Dental Health Foundation (BDHF) has said.
According to spokeswoman Karen Coates, children are becoming more concerned by their appearance at a much earlier age, leading many to seek treatment for even minor dental complaints.
While the majority of people with braces tend to be children, Ms Coates revealed that a growing number of adults are choosing to improve the appearance of their teeth.
"There's a huge, huge market in adult orthodontics these days as well, so it can be done at any age," she explained.
However, the BDHF points out that the NHS only tends to pay for the most extreme cases and many people will need to seek private dentistry.
"You're not going to get it for purely a cosmetic reason, you have to need to have the treatment done to be able to function for it to be on the NHS," Ms Coates said.
"There are certainly more and more patients who are finding that they're having to pay for the treatment where perhaps a few years ago they wouldn't have had to."
What's better? Private or NHS healthcare?