Crest

Crest is an American oral-care brand owned and manufactured by Procter & Gamble. It is best known for toothpaste, but its portfolio has also included toothbrushes, mouthwash, dental floss and tooth-whitening products. Crest is positioned around preventive dental care, cavity protection, gum health, whitening, sensitivity relief, enamel care and everyday cleaning, with product families aimed at both adults and children. The brand emerged from dental research conducted at Indiana University by Joseph C. Muhler, Harry Day and William H. Nebergall. The formulation initially used stannous fluoride and was introduced in the United States in 1954 under the name Fluoristan. In 1955 the product was renamed Crest with Fluoristan, and it was rolled out nationally in January 1956. Procter & Gamble paid royalties connected with the underlying patent, helping finance a dental research institute at Indiana University, which became associated with the phrase “The House that Crest built.” Crest’s early distinction was its use of fluoride as a scientifically supported cavity-prevention ingredient. The brand received acceptance from the American Dental Association and equivalent dental organizations in other countries, strengthening its authority in a category where professional endorsement and clinical claims are important. In 1976, the American Chemical Society identified Crest with fluoride among the notable discoveries of the preceding century, reflecting the cultural and scientific significance then attached to fluoride toothpaste. The active fluoride system changed over time. In 1981, the standard Crest formulation moved from stannous fluoride to sodium fluoride, marketed through the Fluoristat name. Crest Pro-Health later returned to stannous fluoride and combined it with an abrasive whitening system referred to as Polyfluorite. This evolution allowed the brand to address a wider set of consumer needs while retaining its preventive-care heritage. Crest expanded beyond traditional toothpaste through lines such as Crest Whitestrips, Crest Pro-Health mouthwash, toothbrushes and dental floss. From 2004 to 2010, dental floss was sold under Crest Glide; after Procter & Gamble acquired Gillette, the floss business was marketed under the Oral-B Glide name and Crest and Oral-B products were coordinated under Pro-Health-related marketing. In several international markets, P&G uses other brand architectures for comparable products. In much of Europe, Crest-related formulations are sold as Blend-A-Med, while in countries including the United Kingdom, Australia, Brazil, Colombia, France, Italy, Spain and New Zealand, similar oral-care formulations are marketed under Oral-B. Crest has also been a prominent advertising brand. Its late-1970s and early-1980s “Cavity Creeps” campaign used animated villains attacking the fictional city of Toothopolis and a Crest Team defending it with oversized dental-care imagery. The campaign translated cavity prevention into a memorable children’s narrative and helped associate Crest with family dental routines. According to Procter & Gamble information summarized in the reference material, Crest products are manufactured in North America, with a principal plant in Greensboro, North Carolina, and some production in Guanajuato, Mexico. The brand remains active and internationally distributed, although product names, formulas and brand identities vary by market.

Crest developed from fluoride research at Indiana University. Joseph C. Muhler, Harry Day and William H. Nebergall worked on a toothpaste formulation using stannous fluoride, with Nebergall associated with the patent. Procter & Gamble commercialized the technology and first introduced it in the United States in 1954 under the name Fluoristan. The product name became Crest with Fluoristan in 1955, when the brand also entered a wider group of test markets, followed by a national U.S. launch in January 1956. The early Crest proposition was built around cavity prevention through fluoride and the credibility of dental science. Procter & Gamble paid royalties connected with the patented technology, and those payments helped support the creation of a dental research institute at Indiana University. The institute’s connection to Crest later produced the nickname “The House that Crest built.” Professional acceptance, including recognition by the American Dental Association and comparable organizations in other countries, became an important part of the brand’s authority. Crest’s formulation strategy changed in 1981, when the principal fluoride system was changed from stannous fluoride to sodium fluoride, marketed as Fluoristat. Later, Crest Pro-Health used stannous fluoride again and paired it with an abrasive whitening system called Polyfluorite. These changes reflected the brand’s movement from a primarily cavity-focused proposition toward a broader portfolio addressing gum care, whitening, sensitivity, enamel and freshness. Advertising played a major role in making Crest distinctive. During the late 1970s and early 1980s, the Cavity Creeps campaign depicted grey, rocky creatures trying to breach Toothopolis, a city protected by a wall resembling teeth. The Crest Team, equipped with giant toothbrushes and Crest tubes, defended the city. The campaign’s humorous visual language and repeated cavity-prevention message were aimed particularly at children and families. The brand subsequently broadened its oral-care range. Its associated products have included toothpaste, toothbrushes, mouthwash, floss and whitening products, including Crest Whitestrips. Crest Glide dental floss was sold under that name from 2004 through 2010. After Procter & Gamble acquired Gillette, whose portfolio included Oral-B, the floss product became Oral-B Glide and related marketing was coordinated under the Pro-Health umbrella. Crest is not presented under one uniform name in every country. P&G sells comparable products as Blend-A-Med in a number of European markets, while Oral-B is used for similar formulations in various countries across Europe, Latin America, Oceania, Africa and the Middle East. Manufacturing described in the reference material is concentrated in North America, including a major facility in Greensboro, North Carolina, with some products made in Guanajuato, Mexico. Crest remains an active P&G brand with a broad oral-care portfolio and worldwide distribution.

1. 2010Glide floss shifted to Oral-B

   Crest Glide was replaced by Oral-B Glide following P&G's integration of the Gillette-owned Oral-B business.

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2. 2004Crest Glide introduced

   Crest began selling dental floss under the Crest Glide name.

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3. 1981Change to sodium fluoride

   The principal fluoride ingredient in standard Crest changed from stannous fluoride to sodium fluoride, marketed as Fluoristat.

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4. 1976Recognition by the American Chemical Society

   Crest with fluoride was named by the American Chemical Society among notable discoveries of the previous 100 years.

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5. 1956National U.S. launch

   Crest launched nationally in the United States in January.

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6. 1955Renamed Crest with Fluoristan

   The product was renamed Crest with Fluoristan and entered U.S. test markets.

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7. 1954Initial U.S. introduction as Fluoristan

   Procter & Gamble introduced the fluoride toothpaste that became Crest under the name Fluoristan.

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Science-led preventive oral care spanning cavity protection, whitening, gum health, sensitivity, enamel care, freshness and family dental hygiene.

• Crest ToothpasteToothpaste1954

  The core Crest portfolio includes fluoride toothpastes organized around cavity prevention, gum care, whitening, sensitivity, enamel protection, freshness and children’s oral hygiene. Named families include Gum Health, 3D White, Kid's Crest, Pro-Health, Sensitivity, Enamel, Clean + Fresh and Future-Proof. Formulations and names vary by market.

• Crest Pro-HealthMulti-benefit oral care

  Crest Pro-Health is a multi-benefit platform covering toothpaste and mouthwash. Its toothpaste formulation is associated with a return to stannous fluoride and a whitening abrasive system called Polyfluorite. The line is positioned around broader oral-care benefits rather than cavity protection alone.

• Crest 3D WhiteWhitening oral care

  Crest 3D White is the brand’s whitening-oriented toothpaste family. It sits within Crest’s wider whitening proposition, which also includes dedicated tooth-whitening products, and is marketed to consumers seeking stain removal and a visibly whiter smile.

• Crest WhitestripsTooth whitening

  Crest Whitestrips are tooth-whitening products associated with the Crest brand. They extend Crest beyond daily brushing into at-home cosmetic oral care.

• Crest MouthwashMouthwash

  Crest mouthwash products support fresh breath and broader oral-hygiene routines. The Pro-Health mouthwash line became associated with consumer reports of tooth staining linked to cetylpyridinium chloride, leading to a warning on the product.

• Crest GlideDental floss2004

  Crest Glide was the brand name used for P&G dental floss from 2004 to 2010. Following the integration of Oral-B after P&G’s Gillette acquisition, the product continued as Oral-B Glide rather than as a current Crest line.

• 1978Cavity Creeps

  United States

  Animated advertisements portrayed the Cavity Creeps attempting to destroy Toothopolis while the Crest Team defended the city with giant toothbrushes and Crest tubes. The campaign translated cavity prevention into a child-oriented adventure story and ended with reminders about limiting treats and visiting a dentist.

  Outcome. Became one of Crest’s most recognizable historical advertising campaigns.

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• 2010Transition of Crest Glide to Oral-B GlideStrategy

  Procter & Gamble acquired Gillette, bringing the Gillette-owned Oral-B business into its portfolio.

  What changed. The Crest Glide floss name was replaced by Oral-B Glide, with related products marketed together under Pro-Health activity.

  Aftermath. P&G consolidated oral-care brand architecture by using Crest and Oral-B according to product and market.

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• 1981Change in standard Crest fluoride systemGeneration change

  Crest revised the active fluoride ingredient in its standard toothpaste after years of association with stannous fluoride.

  What changed. The formulation changed to sodium fluoride, marketed under the Fluoristat name.

  Aftermath. Crest retained its fluoride-based preventive-care positioning while later using stannous fluoride again in the Pro-Health line.

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• Crest Pro-Health mouthwash tooth-staining controversyControversy

  Consumers reported tooth staining associated with Crest Pro-Health mouthwash, whose cetylpyridinium chloride ingredient was identified as a possible cause in a small percentage of users. A related federal class-action lawsuit was later dismissed. The product subsequently carried a warning about possible staining.

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• 2025Crest China promotes daily dental protection in National Dental-Care Day campaign

  Crest China worked with Grey Hong Kong on a week-long campaign film built around the “Great Crest protection, Greater Smiles” platform. The activity used stories of families and everyday caring moments to encourage regular oral-care habits, with distribution and public-awareness activity involving CCTV, Weibo, TikTok and an oral-health open class.

  CampaignOther
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• 2010Crest Glide floss moved to the Oral-B Glide brand

  Crest sold dental floss under the Crest Glide name from 2004 to 2010. Following Procter & Gamble's acquisition of Gillette, the product was marketed as Oral-B Glide and coordinated with broader Pro-Health activity.

  M&AProduct generation
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• 1976Crest recognized for fluoride innovation in chemical-history materials

  The American Chemical Society included Crest with fluoride among its selected notable discoveries and developments of the preceding century.

  Other
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• Crest Pro-Health mouthwash receives a tooth-staining warning after consumer complaints

  Crest Pro-Health mouthwash, which contains cetylpyridinium chloride, was associated with tooth staining in a small proportion of users. Following consumer complaints and a federal class-action lawsuit that was later dismissed, the product was updated with a warning about possible staining.

  LawsuitOther
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• Crest promotes broad oral-care portfolio in China

  Chinese brand references describe Crest’s expansion from toothpaste into product lines addressing cavity protection, whitening, sensitivity, gum care, tartar, toothbrushes, and other oral-care needs.

  Product launchOther
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• Crest Pro-Health mouthwash faced staining complaints and litigation

  Reference material reports complaints that Pro-Health mouthwash could stain teeth, followed by a federal class-action lawsuit that was later dismissed. The product subsequently carried a warning about potential staining.

  Lawsuit
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1. Crest (toothpaste)
2. Crest fined RMB 6.03 million over misleading whitening advertisement in China
3. Crest China promotes daily dental protection in National Dental-Care Day campaign
4. Crest recognized for fluoride innovation in chemical-history materials
5. Crest promotes broad oral-care portfolio in China