CHRŌM is the New York-based cosmetics company at the forefront of the latest viral beauty trend: temporary tooth polish. Say what? It's like make-up but for your teeth. It involves switching your pearly white smile to a rainbow coloured one so you can match your teeth to your outfit, hair or nails. Whether you coat your whole set or just focus on one or two accent teeth, CHRŌM offers a new avenue of expression, and with the line boasting a range of 10 colours to choose from the possibilities are endless.  

“We realised that in the world of fashion, virtually everything has already been tried, with women and men pushing the boundaries of fashion in ways that were unimaginable only a few years ago,” says co-founder David Silverstein. “We’ve seen fashion trend-setters change the colour of their hair with dyes, their skin with tattoos and body paints, and eyes with contact lenses. We feel that CHRŌM enables these creative beauty artisans in pushing limits in a new way which is additive to a movement that has been evolving since the beginning of time and continues to evolve today.”

So, how does it work? The polish is smudge proof, tasteless and impervious to food or drink. It can be applied in a matter of seconds, lasting for up to 24 hours, and be brushed off with toothpaste easily whenever you want.

“Since rolling out our brand last year, we have seen a steady increase in demand and inquiries from more than 20 countries, including Germany, but also as far away as India, New Zealand and South America,” David adds. It seems there are many who have taken a bite out of this new wave, and with CHRŌM products gaining popularity in the areas of editorial fashion, rave and festival culture, make-up art, and cosmetic dentistry, adding a little bit of pop to your chompers appears to be gaining traction for those who wish to masticate in style.