White Essence, which offers services such as whitening and dental cleaning at affiliated dental clinics nationwide, announces a survey on the actual usage of teeth whitening - Men's aesthetic awareness of teeth has increased more than imagined.

White Essence Co., Ltd. (President and CEO: Yusa Iriyama, Location: Shibuya-ku, Tokyo, hereinafter "White Essence"), which offers services such as whitening and dental cleaning*1 at affiliated dental clinics nationwide, has conducted a survey on the actual usage of teeth whitening and announced the survey results on its website.

Reference: https://www.whiteessence.com/news/pressrelease/whitening-usage-survey/

The survey revealed that men's aesthetic awareness of their teeth has increased more than imagined.

In fact, White Essence sees a growing number of male customers visiting each year, and the concept that dental aesthetics are solely for women is now a thing of the past. White, beautiful teeth convey a sense of cleanliness and leave a good impression in business settings. It appears that men's aesthetic consciousness in the Reiwa era has extended to teeth whitening.

*This survey was conducted from March 1 to March 31, 2026, targeting men and women aged 20 to 59 nationwide, and involved interviews regarding the actual usage of teeth whitening. White Essence conducted this survey via internet research, obtaining valid responses from 9,707 individuals in a preliminary survey.

In this survey, "whitening" refers to a wide range of approaches to whiten teeth, including medical whitening at dental clinics (in-office and at-home whitening), self-whitening at esthetic salons and specialty stores, and the use of self-care products such as whitening toothpaste and gels.

Teeth Whitening Usage Survey Summary

◆ The gender ratio of those who have experienced whitening is almost evenly split, with men at 44.6% and women at 55.4%.

◆ Of male respondents who have experienced whitening, 55.3% are in their 30s and 40s. This figure rises to 83.8% when including those in their 20s to 40s.

◆ Those who are "interested but have not experienced" whitening account for 32.4% of men and 43.0% of women. In both genders, this group is approximately three times the size of those who have experienced it.

Survey Results:

➀ In response to the question, "Please indicate which of the following applies to your experience with whitening," 44.6% of men and 55.4% of women answered, "I have had whitening done."

Among beauty treatment categories, teeth whitening is unique in its near-even gender ratio. The survey conducted by White Essence revealed that a number of men comparable to women have experienced teeth whitening.

2 Among those who answered, "I have had whitening done," 55.3% of male respondents were in their 30s to 40s. When expanding this to ages 20 to 40, the figure reached 83.8% of experienced individuals.

The majority of those who have undergone whitening fall into the working-age demographic.

In recent years, the growth of the men's beauty market has garnered attention. However, with the recognition that total care centered on "cleanliness" directly impacts business success and trust, it can be said that men's aesthetic consciousness in the Reiwa era has now reached teeth whitening.

➂ In response to the question, "Please indicate which of the following applies to your experience with whitening," it was revealed that 43.0% of women and 32.4% of men answered, "Interested but have not experienced."

It was found that approximately 1 in 2.3 women and 1 in 3 men are interested in whitening but have not yet undergone the procedure. In other words, teeth whitening is a growing market with many people looking to experience it in the future. Regardless of gender, the dental beauty market is one to watch.

Moving forward, White Essence will continue to pursue high quality and value in whitening and cleaning, based on the long-term perspective that "teeth support lifelong health," and strive to provide "impressive whitening" that satisfies more customers.

*1 <About Cleaning>

Contents: Tartar removal (scaling), flossing, PMTC, tongue cleaning, etc. / Cost (out-of-pocket): ¥9,900 - ¥48,800 (tax included) / Duration, number of sessions: Usually 1 day, 1 session (varies by content) Side effects/risks: Sensitive individuals may experience irritation.

<About Whitening>

Contents: Whitens teeth using whitening agents and specialized whitening irradiation devices. / Cost (out-of-pocket): ¥19,900 - ¥118,800 (tax included) / Duration, number of sessions: (In-office) 3-6 months, 2-5 sessions (At-home) 1-2 months, 1 session/day during the period / Side effects/risks: Although individual differences exist, teeth may become sensitive during or after the procedure.

White Essence Co., Ltd. Overview

Head Office Location: Shibuya South Higashi Tokyu Building 11F, 3-12-18 Shibuya, Shibuya-ku, Tokyo

Company Establishment: October 7, 2003

President and CEO: Yusa Iriyama

URL: https://www.whiteessence.com/

White Essence Co., Ltd. was established in 2003, combining the technical expertise of medical institutions with the comfort of esthetic salons. Based on the technical capabilities of medical institutions and a large number of case achievements totaling 4.71 million*2, the company operates 344 affiliated clinics nationwide*3, ensuring that high-quality treatments can be received at any clinic. The main features of services provided by White Essence's affiliated clinics include a wide range of menus that enhance smiles, treatments in private rooms that soothe the five senses, high treatment quality, and comprehensive refund and mid-term cancellation policies*4 to ensure customer trust and satisfaction. Leave your dental and oral beauty and health to us.

*2: Number of cases related to whitening: 2,555,051 cases, Number of cases related to cleaning: 2,160,761 cases, Total: 4,715,812 cases / Total achievements from April 1, 2005, when accurate case counting began, to March 31, 2026.

*3: As of the end of March 2026.

*4: For first-time White Essence visitors who have no prior whitening experience (including whitening at other dental clinics), if no change in whiteness is perceived after the initial whitening experience, a full refund will be provided upon notification by the next business day.