Orajel

What Orajel does

Orajel is a 1962-founded over-the-counter oral care brand manufactured and marketed by Church & Dwight Co., Inc. (NYSE: CHD), headquartered in Uniondale, U.S. and operated across the United States and Canada. The brand's product portfolio is organized into two major franchises. The adult franchise addresses three acute oral pain conditions — cold sores/fever blisters, toothaches/gum pain, and mouth/canker sores — across gels, creams, liquids, rinses, and applicator formats. The kids franchise (Orajel Kids and Baby Orajel) addresses teething pain, early tooth and gum care, and learning-to-brush routines, with both fluoride-free training toothpastes and anticavity fluoride toothpastes merchandised through entertainment character licensing (e.g., Hasbro, Sesame Workshop, PAW Patrol, Nickelodeon, Marvel, Universal, Disney, Moonbug/CoComelon). Sub-brands include Orajel™, Orajel Kids, and Baby Orajel. The brand's underlying technology is rooted in topical oral analgesic formulations, principally 20% benzocaine as the active pain-relieving agent, combined with menthol for soothing and zinc chloride or other astringents for irritation protection, plus a patented touch-free cold sore applicator that enables single-dose, mess-free application. Orajel is also covered by trademarks for its tagline "Serious Relief for Serious Cold Sores" and for its children's product flavor names.

Orajel generates revenue through one-time OTC purchases of consumer oral care products distributed through drug stores, mass retailers, grocery stores, direct e-commerce via buy.orajel.com, and a separate dental professional channel via oralcarepro.com. The brand is positioned as the "#1 Oral Pain Relief Brand" with pediatrician-recommended children's products, supported by an extensive Resource Center of educational content covering cold sores, toothaches, canker sores, teething, braces, retainers, dentures, and sinus-related tooth pain. The addressable market is significant: CDC-attributed data on orajel.com cites roughly 40% of adults experiencing tooth pain in the past year, and the Spanish-language Orajel site cites 41% of children aged 2–11 having at least one cavity. The brand is currently operating under an active voluntary recall of all Orajel Baby Teething Swabs within their expiration dates, with all other product lines expressly excluded from the action. Orajel has no separately disclosed cap table, funding rounds, or independent ownership structure, as it is wholly a trademark within Church & Dwight's diversified consumer products portfolio.

Orajel's go-to-market motion is direct-to-consumer in that products are sold at retail and online directly to end buyers, with consumer-facing channel investment concentrated on retailer presence, own e-commerce, Facebook/Instagram community engagement, and a Resource Center content marketing engine. There is no subscription or recurring pricing model; products are unit-priced one-time purchases. The brand is structured horizontally into three adult indication-based sub-categories (cold sore, toothache/gum, mouth/canker sore) and a pediatric franchise spanning teething through independent brushing.

Name

Orajel

Legal name

Orajel is a trademark of Church & Dwight Co., Inc.

Website

https://orajel.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

51–100 employees

Short description

Orajel is a 1962-founded OTC oral care brand owned by Church & Dwight, selling benzocaine-based toothache, cold-sore, canker-sore, teething, and denture pain relief products to U.S. and Canadian consumers through drug, mass, and e-commerce retail, plus a dental professional channel.

Ownership category

akta.pro rank

Product category

Consumer Oral Care / OTC Oral Pain Relief

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

OTC Pain Relief & Fever (Analgesics, Anti-inflammatory, Topical Pain Relief) (CRADAMAC)

akta.pro secondary industries

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Baby Oral Care (Toothpaste, Brushes) (CRABAJAF), Pain Relief & Anti-Inflammatory (Analgesics) (HLAIADAA)

Keywords

• Oral pain relief
• Toothache medication
• Cold sore treatment
• Teething relief products
• Children oral care

Headquarters

HQ city

Uniondale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Consumer OTC Oral Care Products: Revenue generated from the sale of over-the-counter oral pain relief products including toothache remedies, cold sore treatments, canker sore relief, and children's oral care products. Products sold as one-time purchases through retail and e-commerce channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Orajel manufactures and markets over-the-counter oral care products focused on temporary pain relief for adults and children. The adult line spans cold sore treatments (including a patented touch-free single-dose applicator), toothache and gum pain remedies in multiple formats (gels, creams, liquids, rinses, and a rescue relief pen), and mouth/canker sore antiseptic rinses and medicated gels. The children's line spans benzocaine-free teething cooling gels and tablets, fluoride-free training toothpastes with licensed entertainment characters, and anticavity fluoride toothpastes for ages 2-10. Active ingredients include benzocaine (20% in many adult formulations), menthol, and zinc chloride as an astringent.

Product overview

Orajel is an oral care brand owned by Church & Dwight Co., Inc., offering a comprehensive portfolio of over-the-counter oral pain relief and dental care products. The product lineup is organized into two main segments: Adult Oral Care and Kids Oral Care (Orajel Kids). Adult products include three main categories: Cold Sore Pain Relief (touch-free treatments, medicated creams, and Moisturelock formulations), Toothache & Gum Pain Relief (4X/3X medicated gels, creams, liquids, rinses, and the Rescue Relief Pen), and Mouth & Canker Sore Pain Relief (3X medicated gels and antiseptic rinses). Kids products span three stages: Teething Relief for ages 0+ (benzocaine-free cooling gels and tablets), Early Tooth & Gum Care (fluoride-free training toothpastes with licensed characters), and Learning to Brush (fluoride toothpastes with licensed character themes). The brand also offers Denture Pain Relief Gel. Products feature various active ingredients including Benzocaine (20% in many formulations), Menthol, and antiseptic agents. Orajel is pediatrician recommended from first tooth to full smile.

Differentiator

Problem solved

Functional benefit

Brands

• Orajel Kids: Child oral care solutions including teething relief, fluoride toothpaste, and learning to brush products for children ages 0+
• Orajel Baby

Products and services

• Orajel Touch-Free Cold Sore Treatment Patented touch-free cold sore treatment providing instant topical pain relief with a single-dose, mess-free application for adults experiencing cold sore outbreaks.
• Orajel 6X Medicated Cold Sore Symptom Treatment (Moisturelock) Six-ingredient medicated cold sore treatment with a moisture-locking formula for symptom relief during cold sore outbreaks.
• Orajel Cold Sore Fast-Acting Cream Fast-acting cream for cold sore pain relief, intended for adults experiencing fever blister/cold sore symptoms.
• Orajel 4X Medicated For Toothache & Gum Cream Maximum strength medicated cream with four active ingredients providing instant toothache and gum pain relief while helping kill harmful bacteria.
• Orajel PM 4X Medicated For Toothache & Gum Cream Nighttime toothache and gum cream with Chamomile providing instant pain relief and antibacterial action to help users sleep through oral discomfort.
• Orajel 4X Medicated For Toothache & Gum Gel Four-ingredient gel formulation providing instant pain relief for sore gums, killing harmful bacteria and helping prevent infection.
• Orajel 3X Medicated For Toothache & Gum Gel Triple-medicated gel for toothache and gum pain relief.
• Orajel Medicated For Toothache & Gum Liquid Liquid oral pain reliever with 20% benzocaine and menthol to relieve toothache and gum discomfort.
• Orajel Toothache Rinse Double-medicated oral rinse providing temporary pain relief for toothaches and minor mouth/gum irritation.
• Orajel Rescue Relief Pen for Toothache & Gum Pain Convenient pen applicator for on-the-go toothache and gum pain relief.
• Orajel 3X Medicated For All Mouth Sores Gel Triple-medicated gel for instant relief from canker sores, cold sores, and gum irritation, with 20% benzocaine, menthol, and an astringent.
• Orajel For All Mouth Sores Antiseptic Rinse Antiseptic rinse that kills bacteria and promotes healing of canker sores and mouth ulcers with a soothing mint taste.
• Orajel Alcohol-Free For All Mouth Sores Antiseptic Rinse Alcohol-free antiseptic mouth rinse that kills bacteria, eases gum irritation, soothes cheek bites, and promotes healing of mouth sores.
• Orajel Denture Pain Relief Gel Triple-medicated denture pain relief gel with 20% benzocaine, menthol, and antiseptic for instant relief of denture-related gum discomfort.
• Orajel Baby Daytime Cooling Gel for Teething Benzocaine-free cooling gel providing daytime teething pain relief for infants and toddlers.
• Orajel Baby Nighttime Cooling Gel for Teething Nighttime benzocaine-free cooling gel formulated to soothe infant teething discomfort during sleep.
• Orajel Baby Daytime Cooling Tablets for Teething with Vitamin D Homeopathic cooling tablets for teething relief with added Vitamin D.
• Orajel Baby Elmo Tooth & Gum Cleanser Sold as a combo pack with Elmo-branded finger brush and toothbrush for cleaning baby's first teeth and gums.
• Orajel Kids Fluoride-Free Training Toothpaste Fluoride-free training toothpaste for toddlers and young children learning to brush, safe to swallow when used as directed, available in multiple licensed character themes including CoComelon, My Little Pony, PAW Patrol, Daniel Tiger, Vampirina, Shimmer & Shine, and Elmo.
• Orajel Kids Anticavity Fluoride Toothpaste Anticavity fluoride toothpaste for children ages 2-10 featuring character themes including Karma's World, Jurassic World, My Little Pony, Super Mario, PAW Patrol, Marshmallow Flavor, and Shimmer & Shine.

Quantifiable outcome

• Instant pain relief from toothache and mouth sores with 20% benzocaine formulations

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Anbesol: Anbesol is the closest direct competitor to Orajel, offering benzocaine-based topical gels and liquids for toothache, canker sore, and denture pain. Same active ingredient, same channels (drug stores, mass retail), and same target conditions; competes head-to-head on shelf.
• Abreva: Abreva (owned by Haleon/GSK) is the leading OTC cold sore treatment brand using docosanol, directly competing with Orajel's Touch-Free and 6X Medicated Cold Sore lines. Same retail channels and consumer occasion, alternative active ingredient.
• Blistex: Blistex manufactures OTC lip care and cold sore treatment products sold in drug stores and mass retail. Overlaps directly with Orajel's cold sore and lip/cheek pain categories, with similar price points and packaging formats.
• DenTek: DenTek offers OTC oral care products including pain relief and dental accessories, sold in the same drug and mass channels as Orajel. Overlaps in oral pain relief and adjacent small-format dental products.
• Kank-A: Kank-A is an OTC canker sore liquid/gel brand sold in drug stores, directly competing with Orajel's 3X Medicated For All Mouth Sores Gel and antiseptic rinse lines.

Emerging players

• Canker Cover: Canker Cover sells patch-based canker sore treatments, an emerging format that competes with Orajel's 3X Medicated For All Mouth Sores Gel. Same consumer occasion (canker sore pain relief) but differentiated delivery mechanism.
• Hyland's: Hyland's sells homeopathic teething tablets and gels, overlapping with Orajel Baby's homeopathic cooling tablets for teething. Same parent/caregiver segment, alternative (homeopathic) positioning.

Broad incumbents

• Colgate-Palmolive (Oral Care): Colgate operates the world's largest oral care franchise (toothpaste, mouthwash, manual brushes). While Orajel is more focused on pain relief, Colgate competes via Colgate Kids toothpastes and adjacent oral health SKUs in the same retail shelf set.
• Crest (Procter & Gamble): Crest is the leading U.S. toothpaste brand (P&G), competing with Orajel Kids' fluoride toothpaste line at the same shelf. Does not focus on pain relief, but competes for the same kids brushing occasion and parental wallet share.
• Tom's of Maine: Tom's of Maine (Colgate-Palmolive) sells natural fluoride and fluoride-free training toothpastes for children, directly competing with Orajel Kids' training toothpaste SKUs in the natural/parent-focused segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Orajel
• Instagraminstagram.com/orajelofficial
• LinkedInlinkedin.com/company/del-pharmaceuticals-inc.

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Orajel