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For most teens, years of bracket tightening, wire changes and orthodontist appointments are not something they look forward to. But when their favorite TikTok stars and internet influencers use their platforms to promote a slick alternative, straightening their teeth changes from a dreaded necessity to a trendy form of self-care.
Orthodontic company Align recruited young talent like Charli D’Amelio, the most followed creator on TikTok, as well as teen influencers Marsai Martin and China McClain to market its product as an attractive alternative to traditional braces.