Nearly a third of Americans never floss, while 37% floss less than daily. But, with its high-quality filaments and Instagram-worthy packaging, Cocofloss wants to transform this oral care technique from a boring chore into a daily indulgence. Could it be the least ostentatious status symbol ever?

Brazil is one of the world’s largest oral care markets, with people investing time and money on getting their teeth gleaming. But their taste for cosmetic dentistry and habit of carrying around a toothbrush isn’t just for stunning selfies – the perfect smile also demonstrates cleanliness and status.

The US oral care market is dominated by the big four of P&G, Colgate, J&J and GSK. With its design-led packaging, fruity flavours and ‘natural’ ingredients, Hello is looking to take a bite out of their 72% market share. But is good-looking toothpaste enough to stop people buying Colgate?

Meitu started off as a photo-editing app to create the perfect selfie, but has since evolved to let users to make themselves (and others) look wackily, disarmingly adorable. With social media fuelling an obsession for aesthetic perfection, what’s got people altering their appearance to the extreme?