What Crest Complete does

Crest is a heritage oral care brand owned and operated by Procter & Gamble Company (NYSE: PG), a publicly traded multinational consumer goods corporation headquartered in Cincinnati, Ohio. The brand was founded in 1955 with the launch of Crest with Fluoristan toothpaste, developed through a joint research program with Indiana University under Dr. Joseph Muhler. In 1960, Crest became the first toothpaste to receive the American Dental Association (ADA) Seal of Acceptance for cavity prevention, and by 1962 it became the best-selling toothpaste in the United States, a position it has held continuously since. The product portfolio spans four core sub-brands: Crest 3DWhite (whitening treatments including Whitestrips, whitening toothpastes, and whitening mouthwashes), Crest Pro-Health (multi-benefit formulations leveraging stabilized stannous fluoride technology and proprietary ActivClean Crystals), Crest Clean Breath (bad breath neutralization via proprietary Breath Neutralizing Crystals), and Crest Kids (character-themed toothpastes and rinses), with 71 SKUs listed across the full portfolio.

Crest's product platform is grounded in proprietary formulation technology rather than software or digital architecture. Core technology components include stabilized stannous fluoride delivering multiple oral health benefits in a single product, ActivClean Crystals that dissolve during brushing to form a stain- and tartar-prevention barrier, Breath Neutralizing Crystals targeting odor-causing bacteria, Advanced Seal Whitestrips adhesion technology, and patented blue LED light technology used in select Whitestrips kits to accelerate whitening results. The brand's business model is classic consumer packaged goods: revenue is generated through wholesale and retail sales of physical oral care products to end consumers, distributed via major U.S. retail channels including grocery stores, drugstores, mass merchants, warehouse clubs, and online retailers. A secondary professional channel operates through dentalcare.com, where dentists recommend and access Crest products. There is no evidence of subscription pricing, software licensing, or service-based revenue; pricing is set per-SKU at retail and the brand offers a 60-day money-back satisfaction guarantee on whitening products. Customer segmentation is horizontal and use-case based, addressing whitening, gum health, sensitivity, cavity protection, fresh breath, enamel protection, braces wearers, and parents of children.

Name

Crest Complete

Legal name

Procter & Gamble Company

Website

https://crest.com

Company type

Public

Founded year

1955

Operating status

Operating

Headcount range

101–250 employees

Short description

Crest is the #1 toothpaste brand in America, owned by Procter & Gamble, offering toothpaste, mouthwash, whitening treatments, and kids oral care products distributed through major U.S. retail chains and online retailers to mass-market consumers.

Ownership category

akta.pro rank

Product category

Consumer Oral Care / Dental Hygiene Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

Keywords

• Consumer oral care
• Toothpaste products
• Mouthwash products
• Teeth whitening treatments
• Kids dental hygiene

Headquarters

HQ city

New York

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, Technology or R&D, Operations, Personnel

Revenue model

1. Consumer Oral Care Products: Crest generates revenue through the sale of consumer oral care products including toothpaste, mouthwash, whitening treatments, and kids products. Products are sold through major retail channels including grocery stores, drugstores, mass merchants, and online retailers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Crest Complete is Crest's full line of dental hygiene products, including toothpastes, mouthwashes, and teeth whitening treatments sold under sub-brands such as Crest 3DWhite, Pro-Health, Clean Breath, and Crest Kids. Products are manufactured and marketed by Procter & Gamble and sold through U.S. mass-market retail, online retailers, and dental professional channels.

Product overview

Crest is a comprehensive oral care brand portfolio offering toothpaste, mouthwash, and teeth whitening products. The product lineup includes multiple sub-brands: Crest 3DWhite (whitening-focused products including whitening toothpastes, mouthwashes, and Whitestrips), Crest Pro-Health (multi-benefit oral care with stannous fluoride technology), Crest Clean Breath (bad breath neutralization), and Crest Kids (child-focused oral care with character-themed products). The products work together as a complete oral care system, with toothpastes and mouthwashes providing daily protection while Whitestrips and whitening pens offer targeted teeth whitening treatments. Crest is the #1 toothpaste brand in America and the #1 dentist-recommended at-home whitening brand.

Differentiator

Problem solved

Functional benefit

Brands

• Crest 3DWhite: Teeth whitening product line including Whitestrips, whitening toothpaste, and whitening mouthwash
• Crest Pro-Health
• Crest Kids
• Crest Clean Breath
• Crest + Oral-B Bundles

Products and services

• Crest Pro-Health Toothpaste Multi-benefit toothpaste with stabilized stannous fluoride providing protection against cavities, gingivitis, plaque, sensitive teeth, tartar buildup, and bad breath while also whitening teeth.
• Crest 3DWhite Brilliance Deep Stain Remover Ultra White Toothpaste
• Crest 3DWhite Brilliance Whitening Toothpaste, Blast
• Crest 3D White Stain Eraser Whitening Toothpaste Icy Clean
• Crest 3D White Advanced Teeth Whitening Toothpaste, Arctic Fresh
• Crest 3D White Brilliance 2 Step Toothpaste
• Crest 3D White Brilliance Pro Enamel Protect Toothpaste
• Crest Clean Breath Toothpaste Line
• Crest Kids Cavity Protection Toothpaste, Bubblegum Flavor
• Crest Kids Toothpaste with Fluoride, Disney Princess (Ariel)
• Crest Kids Toothpaste with Fluoride, MARVEL Spider-Man
• Crest Kids Toothpaste with Fluoride, Mickey (Disney Junior)
• Crest Baby Training Toothpaste and Toothbrush Kit, Disney Winnie the Pooh
• Crest Pro Health Complete Clean Mouthwash
• Crest Pro Health All Day Clean Breath Mouthwash
• Crest Pro Health Multi-Protection Mouthwash
• Crest 3D White Fresh Whitening Mouthwash
• Crest Pro-Health Nightly Bacteria Shield Mouthwash
• Crest Pro-Health Gum Detoxify Mouthwash
• Crest 3DWhite Clean Whitening Mouthwash
• Crest Pro-Health Gum Restore Mouthwash
• Crest Scope Classic Mouthwash
• Crest Pro-Health Advanced with Extra Whitening Alcohol Free Mouthwash
• Crest 3D White Diamond Strong Mouthwash
• Crest Kids Anticavity Fluoride Rinse, Bubblegum Rush
• Crest Kids Anticavity Fluoride Rinse, Strawberry Rush
• Crest 3DWhitestrips Professional White At-Home Teeth Whitening Kit
• Crest 3DWhitestrips 1 Hour Express At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Sensitive & Gentle At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Age Renew At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Professional White + Whitening Light At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Sensitive & Gentle + LED Light At-Home Teeth Whitening Kit
• Crest 3DWhitestrips 1 Week Smile Transformation At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Post-Ortho Whitening At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Classic Vivid At-Home Teeth Whitening Kit
• Crest 3DWhitestrips Noticeably White At-Home Teeth Whitening Kit
• Crest 3DWhite Teeth Whitening Pen
• Crest 3DWhitestrips Glamorous White
• Crest + Oral-B Advanced Cavity Protection Kids Bundle
• Oral-B + Crest Color Changing Battery Toothbrush Kids Bundle
• Oral-B + Crest Brilliance Whitening Bundle, Ultimate White
• Crest + Oral-B Gum Care Bundle
• Oral-B + Crest Color Changing Electric Toothbrush Kids Bundle

Quantifiable outcome

• 49% reduction in cavities in children ages 6-16 in clinical trials
• +3 more outcomes

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• America's ToothFairycoreStrategic or Co-development Partner · 1 January 2026Crest and Oral-B partner with America's ToothFairy through the #ClosingAmericasSmileGap program to help provide underserved families access to free dental care, basic oral health tools, and oral care education. The partnership has donated more than 2.5 million dental products, awarded over $500,000 in scholarships to underserved dental students, and hosted over 30 dental screening events reaching thousands of families.
• American Academy of Family Physicians (AAFP)coreStrategic or Co-development Partner · 1 January 2026Crest and Oral-B partner with AAFP alongside dental professionals to lead the narrative on oral health as essential to whole-body health, collaborating to identify early risk factors, elevate patient education, and advance integrated healthcare approaches.
• Nonprofit Dental Clinics NetworkcoreStrategic or Co-development Partner · 1 January 2026Crest and Oral-B partner with a network of nonprofit dental clinics and community partners to improve access to oral health care, education, and preventive services through the Closing America's Smile Gap initiative.
• Scientific AmericanminorStrategic or Co-development Partner · 1 January 2006In September 2006, Crest partnered with Scientific American magazine to present comprehensive information and expert opinions regarding the relationship between oral health and whole body wellness, supporting Crest's commitment to research in this area.
• Indiana UniversitycoreStrategic or Co-development Partner · 1 January 1950In 1950, Procter & Gamble formed a joint research project team headed by Dr. Joseph Muhler at Indiana University to develop and test a new toothpaste with fluoride, which led to the original Crest with Fluoristan toothpaste launch in 1955.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Quip: Quip is a DTC oral care brand offering electric toothbrushes, toothpaste, and whitening products on a subscription model. It competes with Crest+Oral-B bundles in the premium, design-conscious consumer segment.
• Burt's Bees (Clorox): Burt's Bees offers a natural oral care line including toothpaste and mouthwash that competes with Crest's premium positioning. It targets natural and sustainability-focused consumers overlapping with Crest's premium whitening and Pro-Health buyers.
• Hello Products: Hello is a fast-growing natural and vegan-positioned oral care brand offering toothpaste, mouthwash, and whitening products. It targets the same premium millennial and Gen Z consumers that Crest competes for in the natural/free-from subcategory.

Broad incumbents

• Philips Sonicare: Philips Sonicare is the leading sonic electric toothbrush brand and a broader incumbent in the premium at-home oral care category. It competes with Crest's co-branded Oral-B bundles at the premium end of the whitening and gum-care segments.

Direct peers

• Tom's of Maine (Colgate-Palmolive): Tom's of Maine is a direct competitor in the natural and fluoride-free toothpaste segment, owned by Colgate-Palmolive. It targets the same premium and purpose-driven consumers that Crest's Clean Breath and Pro-Health lines address.
• Listerine (Kenvue): Listerine is the #1 mouthwash brand in the U.S. and competes directly with Crest's Pro-Health, 3D White, and Scope mouthwash lines across grocery, drug, and mass channels.
• Arm & Hammer (Church & Dwight): Arm & Hammer toothpaste competes directly with Crest in mass retail, differentiated by baking soda-based formulations targeting whitening and freshness. It is a key shelf competitor in the value-to-mid-tier toothpaste segment.
• ACT Restoring (Chattem / Sanofi): ACT is a leading anticavity and fluoride rinse brand that competes directly with Crest Kids anticavity fluoride rinses and Crest Pro-Health mouthwash in the oral rinse category.
• Colgate-Palmolive (Colgate toothpaste): Colgate is Crest's primary direct competitor in the U.S. toothpaste market, offering a similarly broad portfolio of cavity-protection, whitening, and sensitivity toothpastes. Both brands compete head-to-head for the #1 U.S. toothpaste position across mass retail channels.
• Sensodyne (Haleon): Sensodyne is the leading sensitivity-positioned toothpaste brand globally and a direct competitor to Crest's Pro-Health Sensitivity line. It competes in the same drugstore and grocery channels and is frequently recommended by dental professionals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/crest
• YouTubeyoutube.com/crest
• Facebookfacebook.com/crest
• Instagraminstagram.com/crest
• TikToktiktok.com/@crest?lang=en
• LinkedInlinkedin.com/company/crest-toothpaste-inc

Compliance1 record

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 Crest Complete