On Instagram it’s become commonplace to see celebrities, influencers, and regular folks alike sharing a snapshot of their dental routines. Using a toothbrush as a prop justifies the reason to photograph oneself – as the image gains a narrative. Considering the role of social media as an autobiographical tool, the instinct to share stories in a time of separation has become even more pronounced. Olivia Yallop, creative director at The Digital Fairy, says that the “bathroom space ... feels intimate and organic – it’s a deeply personal place where private grooming rituals take place unseen, and granting followers access is a way for influencers to cultivate a deeper relationship with their audience.”

Selfies themselves haven’t fallen out of favour – every day, 93 million selfies are taken on Android devices alone. But the rise of the toothbrush selfie is part of a wider shift away from ‘social media readiness’ and towards celebrating the mundane. Indeed, four in ten UK and US social media users say they feel less pressure to ‘do it for the gram’. And with people resorting to social media to forge connections over lockdowns, recognising our shared experiences – as everyday as they may be – is providing a sense of togetherness. Similarly, the WFH Fits Instagram account documented the best of people’s work-from-home outfits at the start of lockdown, mirroring the street style accounts favoured by fashion fans.