GETTING TO KNOW DR RHONA ESKANDER

Kezia Parkins sat down with the effervescent cosmetic dentist of the moment, Dr Rhona Eskander to discuss changing the face of dentistry, turning around Chelsea Dental Clinic and social media stardom.

Described by The Times as an “impossibly glamorous dentist,” Dr Rhona Eskander is a far cry from the tired stereotype of the “drill, fill, pay the bill” practitioner.

In an industry the public often associates with fear and discomfort, Eskander has built global recognition, a thriving clinic and a powerful personal brand, all while making dentistry feel aspirational, accessible and, dare we say it, exciting.

Patients rarely look forward to a dental appointment in the same way they might anticipate a tweakment or facial, yet Eskander who has worked on the smiles of celebs such as Mel B, Rochelle Humes, Maya Jama and Amber Rose Gill, has managed to shift that narrative. Through energetic social media content, humour, vulnerability and transparency, she educates her audience on oral health, functional dentistry and cosmetic trends while demystifying the clinical world behind the smile Today she commands a following of hundreds of thousands across Instagram and YouTube, but her journey into dentistry was never about fame. It began, quite simply, at the age of 12. “I remember going to see my aunt in America who was a dentist, and I loved the way that she was with her patients,” she recalls. “People would come for their check-ups and bring their kids and that environment really suited me. It was educational and involved teaching patients how to brush their teeth and the right nutrition. I knew that was the kind of thing I wanted to do.”

PROVING PEOPLE WRONG

Despite her early certainty, Eskander describes her school years as anything but smooth. She openly admits she was not considered “very academic” and faced discouragement from teachers who doubted her ambitions and intelligence. Growing up in an immigrant household with Egyptian and Palestinian roots, she watched her parents work tirelessly to create opportunities in the UK, a work ethic that quickly became her driving force.

“I failed my Eleven-plus and teachers told me I wasn’t smart enough and that I would only be good at drama, but I ended up getting a scholarship because I pushed myself and wanted to prove everyone wrong.”

“My parents worked round the clock to put me through private school and I didn’t fit in because of things like my uniform being second-hand. Parents of other kids used to think I was a bad influence because my parents were never around, they were always working. But, honestly, growing up around that, people judging my family, it propelled me forward to be successful and to show people that we are worthy.”

FINDING HER VOICE

Ironically, dentistry is a profession dominated numerically by women, yet leadership positions often tell a different story, something Eskander has long been vocal about.

“Dentistry is actually a female-dominated field which a lot of people don’t know, but there are very few boards where female dentists are at the forefront. Academic institutions, panels, lectures these opportunities often go to men. While it’s such a female-driven profession, women still lose their voice within it.”

Social media, she believes, has helped shift that imbalance, giving female clinicians platforms they previously lacked.

“It shouldn’t just be old men in suits. We have to grow with the times. Social media has given women more of a voice, but we still have a lot of work to do.”

A BRIEF FORAY INTO AESTHETICS

Like many dentists of her generation, Eskander experimented with aesthetics during the beginnings of the injectable boom between 2016 and 2018. Unlike many of her peers, however, she chose not to stay.

“I found dentistry more fulfilling as it is so much more about functionality and less about appearance but I am also hugely vocal about how important dentistry is to facial aesthetics and actually believe that the teeth should almost always be the first port of call.”

“Dentistry is definitely more taxing. In aesthetics, I think that there is scope to do better and to have a more successful business. But I found that whilst you can have a huge impact on people’s self-confidence and mental health, I preferred the bi-directional relationship you have with your patients within dentistry, it was more of my calling.”

This makes Eskander something of an anomaly. Where most dentists who enter aesthetics stay and build booming careers, she pivoted back, bringing some of the polish, confidence and glamour that makes aesthetics so alluring into the world of dentistry.

She acknowledges why others move into injectables -portability, profitability and lower overheads -but ultimately felt the lack of regulation made it less aligned with her values.

“You don’t see people practising dentistry illegally, really, apart from teeth whitening. Aesthetics isn’t governed in the same way.”

’’ I always say I did it through Instagram, Invisalign and influencers. “

BUILDING A DENTAL EMPIRE

What sets Eskander apart is not just clinical skill but her brain for business which anyone in or out of the medical aesthetic space should take note of. Long before “personal branding” became a buzzword, she was studying entrepreneurs outside medicine, reading Tony Robbins at 18 and exploring manifestation and mindset.

“I am heavily influenced by entrepreneurs outside of my sector. I always looked at people who had created empires and analysed how they did it. I’m really into that ‘woo-woo’ stuff like manifestation. People laugh, but I really felt there was something in believing in yourself and for me that has been transformative.” Her early career, however, was punctuated by rejection. “No one would give me a job, not because I had bad grades. They were rejecting me based on my character. I didn’t fit the mould and it was devastating.”

Her turning point came when she was offered the opportunity to revitalise the then-struggling Chelsea Dental Clinic owned by a friend. “He told me I was mad but I took it from practically having no patients a month to being fully booked for the next six.”

What began as a near-empty clinic soon transformed into a fully booked, multi-surgery practice with specialists including periodontist Dr Mitul Shah aesthetic doctor Dr Jane Leonard and biological dentist and TMJ specialist Dr Richard Pollock.

Her strategy? “I always say I did it through Instagram, Invisalign and Influencers. I was the first person to start doing that which made me Marmite in the industry.”

Her content showing her transforming smiles non-invasively, comfortably and in a comforting setting soon caught attention.

Love or loathe her approach, Eskander has amassed close to 300,000 followers across Instagram and YouTube not simply because of her polished appearance or confidence in front of the camera, but because she has managed to do something few dentists have: make the general public genuinely interested in oral health. Her unique personality, paired with an unexpectedly down-to-earth relatability, has helped demystify dentistry and make it feel far less intimidating to the average viewer.

She is also notably quick to respond to cultural moments, often among the first to translate trending topics into dental conversations – from discussing the decline of so-called “Turkey teeth,” to analysing the renewed appreciation for natural, individual smiles sparked by White Lotus star Aimee Lou Wood’s much-talked-about grin, or breaking down examples of incompetent lips following the explosive P Diddy Netflix documentary. If those references mean nothing to you, it may well explain why Eskander consistently outperforms many of her peers online. Her strength lies in meeting audiences where their attention already is, using culturally relevant moments as gateways into education rather than distraction.

ENTERING THE DEN

2019 was a huge turning point and leaning moment when Eskander co-founded eco-conscious oral care brand PÄRLA with fellow dentists Dr Simon Chard and Dr Adarsh Thanki after discovering how environmentally harmful traditional toothpaste tubes are.

“We were horrified to learn that a single toothpaste tube can take 500 years to decompose. Billions end up in landfills and oceans.”

The company’s toothpaste tablets, chewable, plastic-free alternatives, led them to Dragon’s Den, where they famously turned down investment offers from Deborah Meaden and Gary Neville to retain equity and independence. The gamble paid off, with the brand later securing major retail listings. in Sainsbury’s, Waitrose, Ocado and Boots.

“I always thought we needed a dragon to be successful but we didn’t. From that experience I learned the importance of knowing your numbers, being true to your brand and not giving away too much equity.”

ETHICS OVER INFLUENCE

Despite her online success, Eskander remains committed to clinical practice and is vocal about what she sees as a worrying shift among healthcare influencers.

“People want to see more healthcare professionals educating online, but what I’m seeing now is professionals being more interested in brand deals than treating patients. Practising one day per week just to keep their title… they have to remember where their ethics lie.”

Eskander doesn’t blame peers who do this. “Its the system that can make people feel very disillusioned, especially working within the NHS and the doctors and dentists are blamed for it and get a lot of mistreatment from the public,” she says.

“I think it’s a very flawed system and the fact that the public generally hate us so much for wanting to be remunerated properly, shows how healthcare is viewed. The mental health of healthcare professionals should be a matter of public concern as we are the ones treating the population, butI think we are stuck in a vicious cycle.”

MIND, MOTHERHOOD AND VULNERABILITY

Eskander’s openness extends beyond dentistry. Through her podcast Mind Movers and her social platforms, she discusses mental health, past relationship struggles and personal growth.

“I’m very transparent online and I try to be open about my mental health. That vulnerability allows me to connect with other people.”

Motherhood has added another profound layer to her life. Following a difficult pregnancy and the premature birth of her first child, Eskander speaks honestly about the emotional and logistical challenges of balancing career and family.

“It’s been really tough… society has set things up in a way that makes it almost impossible. I’ve been very lucky to have an amazing partner and help, but not everyone has that. It’s a huge sacrifice.

“My baby was two months early and we were in the ICU for two months. It was horrendous, but becoming a mother has been the best thing that has ever happened to me. I love him to bits but juggling motherhood and a career -it’s definitely not for the faint-hearted.”

ADVICE TO THE NEXT GENERATION

Eskander’s message to young professionals is grounded firmly in ethics and fundamentals.

“Remember why you started. Patients first. Don’t put social media or fame above that.”

She believes that now, too many young dentists want to go straight into aesthetics without understanding disease, diabetes, heart conditions… “the actual reasons dentistry exists.”

“These fundamentals are just as important for the aesthetics sector, especially given the link between oral health and wellness as well as the importance of teeth position and facial harmony.”

When it comes to social media, however, she encourages early adoption with caution.

“Start as soon as you can because it’s the social currency of today. But always remember your ethics.”

WHAT’S NEXT?

With magazine covers, national press features and recognition in prestigious cosmetic dentistry lists already under her belt, Eskander shows no sign of slowing down. Her future may include opening a second clinic abroad, but her core mission remains unchanged: to educate, to innovate and to make dentistry feel human.

In an industry often cloaked in clinical coldness, Dr Rhona Eskander has managed to inject personality, glamour and honesty without losing sight of the science. And perhaps that balance is exactly why her audience keeps smiling.