What Polident does

Polident is a US-focused dental appliance care brand owned by Haleon, a global consumer health company. The brand markets two main product lines: Polident cleansers, which include 3-Minute Antibacterial, Overnight Whitening, Dentu-Creme, and Smokers variants in tablet and cream formats; and Poligrip denture adhesives, offered in cream, powder, and pre-cut strip formats across SKUs such as Power Hold + Seal, Power Max Ultimate All-in-1, Original, Free, Extra Care, Comfort Seal Strips, and Extra Strength Powder. Underlying technology centers on proprietary consumer healthcare formulations, notably an Active Power Bubbles cleansing mechanism, a low-abrasive Dentu-Creme that kills 99.99% of odor-causing bacteria, and adhesive technologies delivering up to 12-hour hold, a 5x food barrier, and 263% stronger hold versus no adhesive at one hour.

The business operates as a consumer packaged goods brand, generating revenue through wholesale and retail sales of these physical products to end consumers (full and partial denture wearers, retainer/aligner users, and mouthguard wearers) via major retail chains, pharmacies, and online marketplaces. The brand's value proposition is anchored on its positioning as the #1 Dentist Recommended Dental Appliance Cleansing Brand, supported by educational content hubs for Partials, Full Dentures, and Removable Appliances, social presence on Facebook and YouTube (MyDentureCareUS), and a Haleon Huddle savings program offering over $70 in advertised discounts.

Polident does not operate as an independent company; it functions as a product brand within Haleon's oral health portfolio alongside Poligrip, with no standalone funding, leadership, headcount, or revenue disclosures available. The website is restricted to US residents, and operational contact routes through Haleon's consumer support infrastructure (1-800-245-1040, [email protected], help.polident.com). A charitable partnership with Remote Area Medical, Poligrip, and Walmart under the Print My Smile program reflects brand-level corporate social responsibility activity rather than a commercial growth lever.

Name

Polident

Legal name

Polident (brand owned by Haleon group of companies)

Website

https://polident.com

Company type

Private

Operating status

Operating

Short description

Polident is a Haleon-owned US consumer packaged goods brand selling denture cleansers (Polident) and denture adhesives (Poligrip) through retail, pharmacy, and online channels to full and partial denture wearers and removable dental appliance users.

Ownership category

akta.pro rank

Product category

Consumer Oral Care / Denture Care Products

NAICS

Dental Equipment and Supplies Manufacturing (339114)

SIC

Dental Equipment & Supplies (3843)

akta.pro primary industry

Denture Care (Adhesives, Cleansers, Reliners) (CRABAFAG)

Keywords

• Denture cleansers
• Denture adhesives
• Oral care products
• Removable appliance care
• Dental hygiene

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

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 Healthcare Products Sales: Polident generates revenue through the sale of consumer healthcare products including denture cleansers, denture adhesives, and dental appliance care solutions sold through retail channels.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Polident is a consumer healthcare brand that manufactures and sells denture and removable dental appliance care products, including tablet and cream cleansers (Polident 3-Minute, Overnight Whitening, Dentu-Creme, Smokers formula) and denture adhesives (Poligrip/Super Poligrip creams, strips, and powder). The products target denture wearers, partial denture users, and retainer/aligner/mouthguard users in the United States.

Product overview

Polident is a comprehensive denture and dental appliance care brand under Haleon (formerly GSK Consumer Healthcare) offering two main product lines: Polident cleansers (including 3-minute, overnight whitening, Dentu-Creme, and smokers formulas) for cleaning dentures, retainers, aligners, and mouthguards; and Poligrip/Super Poligrip adhesives (including Power Hold+Seal, Ultimate All-in-1, Original, Free, Extra Care, Comfort Seal Strips, and Extra Strength Powder) for securing dentures. Polident is positioned as the #1 Dentist Recommended Dental Appliance Cleansing Brand.

Differentiator

Problem solved

Functional benefit

Brands

• Poligrip: Denture adhesive products including Super Poligrip Original, Super Poligrip Free, Super Poligrip Extra Care, Poligrip Power Hold Plus Seal, Poligrip Power Max Ultimate, and Poligrip Comfort Seal Strips

Products and services

• Polident 3 Minute Antibacterial Dental Appliance Cleanser Tablet-based dental appliance cleanser with active power bubbles that kills 99.9% of odor-causing bacteria in 3 minutes; for full dentures, partial dentures, retainers, aligners, and mouthguards.
• Polident Overnight Whitening Antibacterial Dental Appliance Cleanser Overnight soaking cleanser with improved formula and active power bubbles that cleans hard-to-reach places, kills 99.9% of odor-causing bacteria, and whitens dental appliances.
• Polident Dentu-Creme Denture Cleanser Low-abrasive denture cleanser in cream form that kills 99.99% of odor-causing bacteria, removes tough stains, and leaves dentures fresh with mint formula.
• Polident Smokers Antibacterial Dental Appliance Cleanser Specialized cleanser formulated to remove tough stains from coffee, tea, and tobacco on dental appliances including full dentures, partial dentures, retainers, aligners, and mouthguards.
• Poligrip Power Hold + Seal Denture Adhesive Clinically proven denture adhesive cream providing the strongest hold in the Poligrip range, with 5x protective food barrier against food particles and up to 12-hour hold; zinc-free and flavor-free.
• Poligrip Power Max Ultimate All-in-1 Denture Adhesive Premium denture adhesive cream with 263% stronger hold vs no adhesive, best biting power technology, and clinically proven 12-hour comfort; zinc-free and flavor-free with precision nozzle.
• Super Poligrip Original Denture Adhesive Cream Triple-action adhesive cream delivering strong all-day hold, food seal protection, and comfort with mild mint flavor; zinc-free formula.
• Poligrip Zinc-Free Denture Adhesive Cream (Free) Zinc-free adhesive cream with triple action: strong all-day hold, food seal, and comfort; contains no artificial colors or flavors.
• Super Poligrip Extra Care Dental Adhesive Cream Triple-action adhesive cream providing strong all-day hold, food seal, and comfort for full or partial dentures; zinc-free with no artificial colors or flavors.
• Super Poligrip Comfort Seal Denture Adhesive Strips Pre-cut adhesive strips with zinc-free formula offering strong all-day hold, easy application and removal, no mess or ooze; contains no artificial colors or flavors.
• Extra Strength Super Poligrip Denture Adhesive Powder Powder-form denture adhesive providing all-day hold with convenient sprinkle application; no artificial colors and zinc-free formula.

Quantifiable outcome

• Kills 99.9% of odor-causing bacteria in 3 minutes
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Remote Area Medical (RAM)minorStrategic or Co-development PartnerRemote Area Medical is a charitable organization that provides free dental care. Polident participates in the 'Print My Smile' program alongside Poligrip and Walmart, which appears to be a charitable initiative supporting dental care access for underserved populations.

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Emerging players

• Retainer Brite: Retainer Brite is a specialized retainer and aligner cleaning tablet brand targeting the orthodontic-removables segment that Polident also addresses, representing an emerging niche competitor focused on a sub-category Polident is actively expanding into.
• BIOVIA / Quip: Quip is a digitally-native oral care brand offering toothbrushes, toothpaste, and ancillary products through a DTC subscription model; while not a denture care competitor, it overlaps Polident's consumer oral-care brand and loyalty-program playbook.

Broad incumbents

• Colgate-Palmolive: Colgate-Palmolive is a global oral care incumbent with broad toothpaste, manual toothbrush, and denture-adjacent offerings, providing a broader competitive context and indirect substitute pressure on Polident's denture care franchise.
• Church & Dwight: Church & Dwight operates broadly in consumer health and personal care with oral care adjacencies (Arm & Hammer dental, various denture-adjacent lines) and represents a wider competitor with greater category reach than a niche-only player.
• Procter & Gamble (Oral Care): Procter & Gamble competes with Haleon's Polident via the Fixodent denture adhesive brand and the Crest/Oral-B broader oral care portfolio, sharing mass and drug retail shelf space and consumer-mind-share with Polident.

Direct peers

• Efferdent: Efferdent, owned by Prestige Consumer Healthcare, is the most direct competitor to Polident in the US denture and removable-appliance cleanser category, selling antibacterial tablet cleansers in the same retail and pharmacy channels for the same denture, retainer, aligner, and mouthguard use cases.
• Sea-Bond: Sea-Bond is a denture adhesive brand offering cream and adhesive pad formats; it competes directly with Polident's Poligrip line for secure-fit denture wearers in the US retail channel.
• Fixodent: Fixodent, owned by Procter & Gamble, is the leading denture adhesive brand globally and a direct competitor to the Poligrip adhesive line within Polident's portfolio, sold across the same mass and drug channels with comparable creams, powders, and strips formats.
• Corega: Corega is Haleon's denture care brand in international markets (Europe, Asia, Latin America), effectively the sister brand to Polident with overlapping product formats (cleansers and adhesives), making it a direct functional peer inside the same parent company.
• Secure Denture Adhesive: Secure is a denture adhesive brand offering zinc-free, waterproof adhesive creams and strips targeted at sensitive-gum denture wearers, competing head-to-head against Polident's Poligrip zinc-free formulations for the same premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Polident
• YouTubeyoutube.com/c/MyDentureCareUS
• Facebookfacebook.com/PolidentSG

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 Polident