Smile360 rallies celebrities, TikTok stars to power dental brand growth

Smile360 Dental Clinic is doubling down on star power. At this year’s Smile360CON 2025 in Manila, the clinic unveiled a fresh slate of celebrity endorsers and content creators - marking a renewed push to blend mass-market reach with lifestyle credibility.

Award-winning indie actress Mercedes Cabral led the ceremonial contract signing, flanked by screen veterans Rey PJ Abellana, Melissa Mendez, and comedy staple Diego. Their presence, alongside younger digital influencers, signalled Smile360’s ambition to tap into both nostalgic loyalty and Gen Z virality.

For the company, it’s about more than just endorsements. “More than a gathering, it was a celebration of confidence, connection, and collaboration,” it said in a social media post. “United by one mission: to champion trusted, reliable dental care that empowers every smile.”

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The clinic, which now operates 12 branches nationwide, is positioning itself not only as a provider of accessible dental care, but as a lifestyle brand anchored in trust and consistency. The inclusion of Hero Angeles, Smile360’s first-ever ambassador and a long-time loyalist, added weight to that narrative.

Meanwhile, the event’s younger draw came from dance creators such as Kimshymoves, Grab Trio, and Annica Tamo, whose reach among teens and young adults represents Smile360’s bid to lock in brand affinity early.

Even food influencers got a slice of the spotlight - Markybap, Eats A Small World, and Chef Gelo all took part - suggesting that for Smile360, a smile isn’t just a dental outcome but a cross-industry cultural cue.

The Philippines’ dental services market is on a steady growth path, expected to rise from roughly US$79 million in 2022 to nearly US$130 million by 2030, driven by a 6.4% annual growth rate, according to research firm Insights10. 

While public clinics provide low-cost basic treatments such as cleanings and extractions, service quality varies by region. In contrast, private clinics offer more advanced procedures - such as crowns, implants, and root canals - at significantly higher prices.

Although some Filipinos benefit from employer-provided or PhilHealth-backed dental insurance, many still pay out-of-pocket. Demand is currently strongest for braces and clear aligners, particularly among the younger, selfie-savvy generation.

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