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Want the ultimate A-list smile? Forget the blinding, one-size-fits-all veneers of the past (we’re looking at you, 2000s Tom Cruise). The new status symbol is a naturally brilliant, perfectly imperfect grin – and Dr Edoardo Felici, the Italian ‘Smile Architect’ behind some of Dubai’s most coveted smiles, is here to tell us how it’s done. Spoiler: it’s all about quiet luxury for your teeth.
Speaking exclusively to GRAZIA, he reveals his top tips, product picks, and why the best smile you can have is the one that looks unmistakably you…
The ‘Hollywood smile’ used to dominate. Now, we’re seeing a move toward natural-looking, bespoke smiles. What sparked this shift?
The Hollywood smile was a product of its time – big, bright, and designed to look perfect in photos. But like all beauty trends, people eventually recognised that it didn’t suit everyone. The sameness took away individuality, and often the results felt harsh or artificial in real life. Today, the emphasis is on refinement and personalisation. My patients don’t want someone to notice their dental work – they want people to notice that they look fresh, confident, and well put together. This shift is part of a broader movement in aesthetics toward authenticity and longevity, rather than quick-fix transformations. And because a tailored smile enhances rather than overwhelms, I believe this more natural, bespoke approach will always remain relevant.
You describe your work as ‘smile design’ rather than a ‘makeover’. How do you design a smile that enhances someone’s natural features without looking ‘done’?
The word “makeover” suggests something artificial, almost like putting on a mask. For me, it’s about creating balance – the same way an architect designs a building that fits its surroundings. I look at the harmony of the lips, the bone structure, the skin tone and even the way someone naturally moves their mouth when they speak or laugh. Each detail matters: the shape of the incisal edges, the subtle transluce–ncy at the tips, the texture of the surface. These micro-considerations make the difference between a smile that looks pasted on and one that feels as though it has always belonged to the face.
What’s the biggest misconception people have about cosmetic dentistry?
That cosmetic work means fake-looking teeth. My dentistry, especially when we use ultra-thin ceramics, is about subtlety. People also think “whiter is always better.” In reality, teeth that are too white can look flat and unnatural. Natural teeth have depth and variation in colour, which is why a tailored shade with slight translucency is far more beautiful – and more believable – than a block of uniform white. At the same time, we are beginning to see hyper-translucencies, which can also make a smile look fake. That’s why it’s essential to carefully analyse all the elements that contribute to a beautiful, natural smile – and to find the right balance in line with the patient’s expectations.
What’s the biggest mistake you see people making with their teeth?
It’s usually trying to follow trends. I believe the most important step is carefully choosing the professional you trust – and avoiding media traps that promise unrealistic results at a low cost with little patient involvement. Smile design is a life-changing investment, and the journey should always be taken in full synergy with a doctor you feel a genuine connection with. Whether it’s excessive bleaching or oversized veneers, these choices may look striking in the short term but they often don’t age well and can even damage the natural teeth. Teeth are not fashion accessories – they are part of your health and your long-term identity.
A natural-looking smile requires upkeep. What’s your best advice for keeping veneers or cosmetic work looking fresh yet subtle?
Veneers are durable, but they’re not invincible. They should be treated with the same care as natural teeth. Regular maintenance with a dentist – professional cleaning, bite checks, and polishing – keeps them looking pristine. In general but especially for people who grind at night, wearing a guard protects both the veneers and the natural teeth. Longevity comes down to small, consistent habits rather than dramatic interventions.
Beyond aesthetics, how does a well-designed smile impact a person’s confidence and self-perception?
A smile is one of the first things people notice. When it feels harmonious and authentic, it can change not only how others perceive you but how you perceive yourself. I often see patients stand taller, laugh more freely, and speak with more confidence after treatment. A smile designed for you doesn’t just change your appearance – it changes the energy you project.
What are your top non-invasive tips for someone wanting a more polished, natural-looking smile?
The first is professional whitening, but done properly by a dentist – not strips or pastes from the pharmacy. If the goal is simply to achieve a brighter smile and you already feel confident with your natural teeth, a professional whitening session combined with at-home maintenance is the quickest way to see a tangible result. For long-term oral health, the advice remains unchanged: regular dental check-ups, professional cleanings every 4–6 months, and consistent oral hygiene at home. When it comes to improving the shape or position of teeth, ceramic restorations remain, in my view, the only option that delivers a durable, stable, and healthy outcome – while still being fast and minimally invasive.
What’s your biggest teeth “do”?
Do invest in prevention. The most beautiful smiles I see are the ones that have been cared for over time. Regular check-ups, hygiene appointments, and protective can preserve both your natural teeth and cosmetic work.
And your biggest “don’t”?
Don’t copy someone else’s smile. What suits one face may look completely unnatural on another. A smile should be designed for you – not for Instagram.
What are some simple, at-home tips people can follow to maintain a naturally bright and healthy smile without resorting to harsh treatments?
Brush twice a day with a soft-bristled electric toothbrush and floss daily. From my perspective as a cosmetic dentist, one of the most overlooked yet powerful ways to maintain a naturally bright smile is simply staying hydrated – water protects enamel and helps wash away pigments that cause discolouration. Lifestyle habits also play a big role: coffee, tea, red wine, and smoking can all accelerate staining, so moderating them makes a real difference.
I also encourage patients to use gentle techniques with a soft-bristled toothbrush, as overbrushing can wear down enamel and actually make teeth appear dull. And something I often remind people of is that the beauty of a smile is not only in the whiteness of the teeth but also in the harmony of healthy gums, so gum care should always be part of your daily routine.
What’s your ultimate top teeth product?
An electric toothbrush is non-negotiable. It removes plaque more effectively than manual brushing and protects gum health – which is the true foundation of a beautiful smile. For me, it’s the simplest yet most transformative tool anyone can invest in.
To book in with Dr Edoardo Felici, click here.
