ABSTRACT
Despite the impact of the COVID-19 pandemic upon healthcare sectors generally, and what this continues to mean in particular for the practice of dentistry, there is evidence of an unanticipated upsurge in the demand for orthodontic treatment. This was observed in the UK and internationally as a manifestation of the so-called 'Zoom boom', in which video conferencing from home on various platforms suddenly exponentiated. As a result, it seems people became more self-conscious when viewing their appearance on-screen. Among the precipitating factors for individuals taking the consequent step of seeking orthodontic treatment are: the unavailability of more invasive smile enhancement treatments due to the pandemic restrictions; a more favourable infection control probability in orthodontic therapy; and the extra disposable funds that would otherwise be spent on holidays and leisure activities. This article explores different possible social and commercial drivers behind this phenomenon and suggests that the circumstances of the pandemic have shifted the pursuit of the desirable smile somewhat towards orthodontics, and as a consequence, is beneficial both to the public and the profession of dentistry as a whole.