Pearl-white teeth are out and rainbow-coloured teeth are in, according to New York-based cosmetics brand Chrom.
Chrom currently sells 10 "toothpolishes" online, which can be "applied and removed in a matter of seconds," according to the brand's website. Customers can choose between colours like "Baby Blue," "Sunshine," and "Mint" to colour their teeth with specific colours, or they can mix them to create new shades.
Each bottle is $20 (about R280) and packaged like a lip gloss.
According to the brand's website, the polishes have "no taste," so you won't ingest the toothpolish once it's applied. The brand also claims that you won't have to worry about the polish being removed as you eat.
"It doesn't smudge when you're eating and has no taste, so it won't mess up your brunch plans," the Chrom website says.
And while each polish is said to last for up to 24 hours, the removal process sounds simple - all you need to do is brush your teeth.
Chrom founder David Silverstein told the New York Post that he would not reveal the ingredients for proprietary reasons, but did say that the product is "100% safe."
"It doesn't stain your teeth, and it's not permanent," Silverstein says.
Silverstein also said that the product was formulated by dentists, who created a solvent out of a grain alcohol base and used food-colouring-like pigments that comply with the Food, Drug, and Cosmetics Act.
"We see this [colourful teeth] becoming commonplace - everything from a club vibe to an everyday workplace fashion accent," Silverstein told the New York Post. "Perhaps you go to work with one tooth [that] matches your nail polish or your hair colour."
Those interested in trying out the colourful-teeth look can purchase polishes on the brand's website.
Representatives for Chrom did not immediately reply to INSIDER's request for comment.
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