List of toothpaste brands

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Toothpaste from a tube being applied to a toothbrush

Toothpaste is a paste or gel dentifrice used with a toothbrush as an accessory to clean and maintain the aesthetics and health of teeth. Toothpaste is used to promote oral hygiene: it serves as an abrasive that aids in removing the dental plaque and food from the teeth, assists in suppressing halitosis, and delivers active ingredients such as fluoride or xylitol to help prevent tooth and gum disease (gingivitis).[1] This list includes both historic and contemporary notable toothpastes.


  • Aim[2] – a brand of toothpaste from Church and Dwight. Aim was introduced in 1975 by Unilever, and the brand was purchased by Church and Dwight in 2003.
  • Aquafresh – available since 1973,[3] it is manufactured by consumer healthcare product maker GlaxoSmithKline.
  • Arm & Hammer – Some versions include baking soda in the product.
  • Babool – launched in India by Balsara Hygiene in 1987,[4] Babool is made from the bark of the Babool tree, which has traditionally been used to clean teeth in India.[5]
  • Binaca – an oral hygiene brand that is marketed in India and owned by Dabur.[6]
A 1949 Chlorodont advertisement, published in Germany's Voice (a New York publication)
  • Close-Up – marketed by Unilever,[7] it was launched in 1967 and was the first gel toothpaste in the world.[8]
  • Colgate – marketed by Colgate-Palmolive, it is the first toothpaste in a collapsible tube, introduced in 1896, when it had previously been sold in glass jars since 1873.[9]
  • Crest – A Procter & Gamble product. At first it used stannous fluoride, marketed as "Fluoristan" (this was also the original brand name it was sold under—it was later changed from "Fluoristan" to "Crest with Fluoristan").
  • Darlie – first manufactured in Shanghai in 1933 and later based in Hong Kong and Taiwan, Hawley & Hazel was acquired in 1985 by the United States corporation Colgate-Palmolive, although the product is not marketed by Colgate-Palmolive.[10]
  • Doramad Radioactive Toothpaste – produced from 1940 to 1945 in Germany by Auergesellschaft of Berlin, it contained small amounts of thorium, although later analysis showed its radioactivity levels to be very low.[11]
  • Elmex[12] – sold since 1962, it is manufactured by GABA International AG, a Swiss manufacturer of branded oral care products.
  • Euthymol – a brand of antiseptic, fluoride-free toothpaste distributed by Johnson & Johnson that is characterised by its bright pink colour and medicinal taste. The antiseptic ingredient in the product is thymol.
  • Gleem[13] – a brand of toothpaste made by the Procter & Gamble company.
  • Ipana[14]  – a popular toothpaste during the 20th century, first introduced in 1901 by Bristol-Myers of New York. The brand is now owned by Maxill Inc. of Canada. The famous Disney-created mascot named Bucky Beaver joined the Ipana marketing efforts in the 1950s.
  • Kalodont – discontinued in 1981,[15] it was originally produced by F. A. Sarg’s Sohn & Co. from Vienna and first sold in Austria-Hungary in 1887. It later became widely distributed, in 34 other countries, and obtained a near-monopoly status that caused the word "kalodont" to become synonymous with the word for "tooth paste" in South Slavic languages. It was also available in Russia in 1927.[16]
  • Kolynos – an old-time line of oral care products that was created by N.S. Jenkins in 1908 and acquired by Colgate-Palmolive in 1995.
  • Macleans - a brand of toothpaste by GlaxoSmithKline, marketed in Australia and New Zealand
  • Marvis[17] – a brand of toothpaste, originally from Florence, Italy.
  • Mentadent – a brand name for a line of dental products manufactured by Unilever everywhere but United States and Canada, where it was acquired by the Church & Dwight Company in 2003.
  • Mentadent SR[18] formerly named "Gibbs SR", is a brand of toothpaste owned by Unilever.
  • Meswak[19] – launched in India by Balsara Hygiene in 1998,[19] it is marketed as a herbal toothpaste.[20] It is prepared from extracts of the Salvadora persica plant.[21]
  • Oral-B a brand of the Procter & Gamble company
  • Pepsodent – a brand of toothpaste with a minty flavour derived from sassafras. It was advertised for its purported properties fighting tooth decay, attributed in advertisements to the supposed ingredient Irium. Irium is another word for sodium lauryl sulfate, an inexpensive ionic surfactant.[22]
  • Promise[19] – launched by Balsara hygiene in 1978 in India, the brand's tagline was "The unique toothpaste with time-tested clove oil."[23]
Rembrandt Intense Stain toothpaste
  • Rembrandt toothpaste – a brand of toothpaste that has built its brand around the promise of whitening
  • Sensodyne – a brand of toothpaste by GlaxoSmithKline, marketed for individuals with sensitive teeth[24] and/or dentine hypersensitivity.
  • Signal – a brand of toothpast produced by The Unilever company. Signal is also known as Pepsodent (Asia & Latin America), Mentadent (Italy), Zhong Hua (China), Aim (Greece), and P/S (Vietnam).[25]
  • Signal White Now Men – the first whitening toothpaste designed especially for men, produced by The Unilever company.
  • Sozodont[26] – a popular brand of oral hygiene product from the mid-nineteenth century to the early twentieth century. According to an 1889 issue of the journal American Druggist, Sozodont was made from a liquid and powder mixture. The powder contained orris root, carbonate of calcium, and magnesia. The liquid contained castile soap (soap made exclusively from vegetable oil), glycerin, sizable portions of water and alcohol, and, for flavoring, a small quantity of oil of peppermint, clover, cinnamon, and star anise, as well as, for coloring, cochineal (a dye made from an insect of the same name).[27]
  • Stomatol – first sold in Sweden at the beginning of the 20th century, it was particularly notable as having been one of the first Swedish brands to recognize and to use the power of mass media.
  • Tom's of Maine – was founded by Tom and Kate Chappell in 1970 with $5,000 USD. In 2006, a controlling 84% stake in Tom's of Maine was purchased by Colgate-Palmolive for USD $100,000,000.[28] The Chappells own the remaining sixteen percent.
  • Ultra Brite[29] – an American toothpaste and tooth-whitener marketed by Colgate-Palmolive in the United States.
  • Zendium – a brand of toothpaste marketed in the Netherlands, Belgium, Germany and Scandinavia for some years, with its expansion into the French and Italian markets in 2015.

See also[edit]


  1. ^ American Dental Association Description of Toothpaste"Toothpaste". April 15, 2010. 
  2. ^ Associated Press (August 20, 2012). "Church & Dwight to buy Avid Health for $650M". Bloomberg Businessweek. Retrieved September 5, 2012. 
  3. ^ "Aquafresh: How a leading global brand has earned its stripes" (PDF). Business 2000. The Irish Times. Retrieved May 26, 2011. 
  4. ^ All India Management Association (1989). Indian management. 28: 23.  Missing or empty |title= (help)
  5. ^ "Balsara to revamp toothpaste portfolio". The Hindu Business Line. August 6, 2002. Retrieved March 13, 2012. 
  6. ^ "From household names to forgotten history: Story of India's grand old brands such as Binaca, Dalda & Moti Soaps". The Economic Times. November 28, 2011. Retrieved March 13, 2012. 
  7. ^ "Colgate and Unilever battle in India with the same smile". The Financial Express. April 21, 1999. Retrieved March 13, 2012. 
  8. ^ "A unique oral care brand for up-close situations". Retrieved March 13, 2012. 
  9. ^ Colgate-Palmolive Company History | Creating Bright Smiles for 200 Years |
  10. ^ Fish, Isaac Stone (November 30, 2010). "Back to the Days of Blackface". Newsweek. Retrieved September 5, 2012. 
  11. ^ "Doramad Radioactive Toothpaste". Retrieved October 1, 2011. Doramad radioactive toothpaste was produced during World War II by Auergesellschaft of Berlin. 
  12. ^ "Gaba International". Gaba International. Retrieved September 5, 2012. 
  13. ^ Advertising & Marketing, New York Times, November 21, 1952, Page 36.
  14. ^ "It's the new ipana". Maxill Inc. Retrieved December 22, 2013. 
  15. ^ "Zubne paste – kozmetika i higijena". Poslovni dnevnik (in Croatian). January 20, 2011. Retrieved September 4, 2011. 
  16. ^ Kiaer, Christina; Naiman, Eric (2006). Everyday life in early Soviet Russia: taking the Revolution inside. Indiana University Press. p. 148. ISBN 978-0-253-21792-9. Retrieved September 4, 2011. 
  17. ^ Tien, Ellen (March 3, 2002). "La Dolce Vita In Every Smile". Pulse: P.S. The New York Times. Retrieved July 13, 2012. 
  18. ^ "The end of a golden age". Marketing Week. January 6, 2005. Retrieved September 5, 2012. 
  19. ^ a b c "How Balsara Lost Its Bite". Business Standard. August 6, 2002. Retrieved March 13, 2012. 
  20. ^ Deborah J. Macinnis, Pinaki Dasgupta, Wayne D. Hoyer (2008). Consumer Behaviour. Dreamtech Press. p. 105. ISBN 8177227548. 
  21. ^ "The natural barrier". The Indian Express. February 3, 2008. Retrieved March 13, 2012. 
  22. ^ Susan Budavari, Maryadele J. O'Neil, Ann Smith, Patricia E. Heckelman, Joanne F. Kinneary. 1996. The Merck Index, twelfth edition. Merk & Co., Inc.: White house Station, NJ. Page 1478
  23. ^ Majumdar, Ramanuj (2004). Product Management in India. PHI Learning Pvt. Ltd. p. 76. ISBN 812031252X. 
  24. ^ Lesch, William C.; David Rupert (1994). New Product Screening. Haworth Press. p. 79. ISBN 978-1-56024-404-2. Retrieved September 29, 2008. 
  25. ^ Unilever Signal Brand website
  26. ^ Roswell Van Buskirk obituary, American Druggist and Pharmaceutical Record (1902).
  27. ^ "Questions & Answers: Sozodont,". American Druggist. July 1889. Retrieved July 17, 2007. 
  28. ^ "Colgate expands reach of quirky toothpaste". Gannett Co. Inc. The Associated Press. March 22, 2006. Retrieved July 28, 2011. 
  29. ^ Marconi, Joe (1999). The Brand Marketing Book. McGraw-Hill Professional. pp. 108–9. ISBN 0-8442-2257-7. 

External links[edit]

  • Media related to Toothpaste at Wikimedia Commons
  • The dictionary definition of Toothpaste at Wiktionary