He added: "This is going to become increasingly frequent unless the industry is better regulated-Where you have tissue loss it does not grow back, especially if people have thin gums, so you have to take a graft of connective tissue from the palate. The concern is that the bleach being used is the same as high-strength bleach." Teeth-whitening has been popularised by stars in Hollywood, where a gleaming smile is a must. Pushing Daisies star Anna Friel had her teeth bleached following advice from casting agents.