Crest is a premier American oral care brand owned by Procter & Gamble, first introduced in 1955 as 'Crest with Fluoristan.' The brand made history in 1960 when it became the first toothpaste to receive the American Dental Association's Seal of Acceptance, a milestone that propelled Crest to market leadership in the United States. This endorsement validated Crest's fluoride formula as an effective cavity-fighting toothpaste, setting a new standard for oral care products. Crest has continued to innovate over the decades, introducing breakthrough products like Crest Whitestrips in 2001, which became the first at-home teeth whitening product to gain widespread consumer adoption. The brand's current product lineup includes toothpastes, whitening strips, mouthwashes, toothbrushes, and the premium Crest 3D White collection. Popular product lines include Crest Pro-Health, Crest Complete, Crest Sensitivity, and the Crest Whitening Emulsions system. Crest competes head-to-head with Colgate for the top position in the American toothpaste market and maintains a strong presence in international markets. The brand has expanded into the premium oral care segment with advanced whitening and enamel protection technologies. Crest continues to be recommended by dental professionals and remains a trusted name in American households for effective, science-backed oral care solutions.

Health & Wellness Brands

Crest supports health and wellness through its comprehensive oral care lineup, with Crest 3D White, Crest Pro-Health, and Crest Gum Detoxify products clinically proven to promote dental health.

Oral Care Brands

Crest is a top American oral care brand known for its fluoride toothpastes, pioneering Whitestrips teeth whitening products, mouthwashes, and the 3D White premium care line.

Personal Care Brands

Crest is one of the world s leading personal care brands in oral hygiene, producing toothpaste, whitening strips, and mouthwash that have been trusted by families for effective dental care since 1955.