It seems the UK’s famous stiff upper lip has gone a little too stiff, with new research revealing that over 11 million Brits have seen their smiles decrease in the last three years. The sad stats reveal that one in ten people now only smile three to four times a day, which averages out to about one smile every five hours.
The straightest faces in the country belong to the East Midlands, with residents smiling on average 9.21 times a day, while Northern Ireland takes the crown for the smiliest, at an average of 11.41 per day. Surprisingly, Londoners’ miserable reputation doesn’t hold up, as the capital sits in the middle of the pack at 10.71 smiles per day. Women also out-smile men, on average flashing their grin five times more per day.
Nearly 17% of Brits say their smiles have faded since 2022, with socialising less (45%), constant negative news (37%) and the cost-of-living crisis (36%) topping the list of reasons. And the nation hasn’t shaken the old stereotype of Brits having bad teeth, as 13% admit they hold back a smile because they don’t like how their teeth look.
But there’s hope – the research, commissioned by teeth whitening experts Whites Beaconsfield, revealed the top smile inducers are the simple pleasures; spending time with loved ones (47%), watching a funny TV show or film (40%), and being smiled at by others (37%) – proving that smiling truly is contagious.
When it comes to who makes you smile, the usual suspects took the lead, partners came in top at 43%, followed by our own children (41%) and close friends (31%). But some more surprising sources also made the list: 7% said their crush is a smile inducer and 3% – equating to roughly 2 million people – admitted it’s influencers’ social media posts that do the trick.
Of course, not every smile is the real deal. Nearly half of Brits (44%) admit to faking one at least once a week – most often at work. 30% said they’ve forced a grin for colleagues or their boss, making you wonder if that laugh at your joke was genuine after all…
Still, genuine smiles clearly matter as 58% say they would smile back at someone who had smiled at them, and 51% admit it would instantly brighten their day!
“Smiling is the natural expression of a host of positive emotions like joy, delight and amusement. Humans communicate their feelings through their facial expressions” says Miriam Akhtar, an expert in positive psychology.
“The physical act of smiling activates pathways in the brain that influence your emotional state, so by adopting a happy facial expression, even if you aren’t feeling particularly joyful, you can ‘trick’ your mind into feeling better.” This small psychological shift is exactly what Whites Beaconsfield is encouraging with its mission to get the nation smiling more – proving that even a small, intentional smile can lift your mood, boost confidence, and create a ripple effect that inspires others to smile too.
The viral British teeth-whitening brand – the UK’s number one at-home solution for a brighter smile – is known for its gentle, peroxide-free formulas made right here in the UK. As a fully licensed company that prides itself on doing things the right way, it’s on a mission to help Brits rediscover their confidence – and their smile.
“We’re often joked about for our ‘British teeth,’ but at Whites Beaconsfield, we want to change that,” say Oliver and Toby Brittan, brothers and Co-Founders. “Smiling is proven to boost mood and confidence, and no one should hold back because of their teeth. Our mission is simple: to help people feel confident about their smile and make smiling something to enjoy again.”
With almost one in six smiling less, Whites Beaconsfield is on a mission to bring those smiles back. Because confidence starts with feeling good about your smile – and Whites Beaconsfield’s purpose goes far beyond whitening, helping people reconnect with the joy and confidence that come from smiling without holding back.
ABOUT WHITES BEACONSFIELD
Whites Beaconsfield is the UK’s #1 non-peroxide teeth whitening brand, trusted by over 1.5 million customers nationwide. Founded in Beaconsfield and still operated with the spirit of a family business, we’ve built a loyal community by combining safe, effective whitening solutions with viral traction across TikTok, Amazon, and leading e-commerce platforms.
