Beyond white —teeth brightening as inclusive beauty

[2022]

Whiter, whiteners, whitening, whiteness. The work of challenging beauty norms and the language, images, and product promises enshrined in many personal care products is an ongoing personal project. I led a three-week design research sprint for a global CPG company to inform the brand refresh of their whitening toothpaste line. I focused on talking and shopping with people of color, womxn, and LGBTQ+ people who were lifelong teeth whiteners. Insights from their lived experiences and aspirations informed the design and marketing teams to explore brilliance, sparkle, and the celebration of everyday, inclusive beauty —moving away from an emphasis on changing shades of color, unattainable standards, and dramatic transformation for big occasions. We also examined the evolution of whitening practices, from the noble classes in ancient Egypt to the prolific, peer-to-peer teeth whitening advice on TikTok and Instagram.

Research assistant: Vamika Sardana