Crest Densify Toothpaste Designed to Help Extend the Life of Your Teeth

Teeth lose density over time, which can lead to decay that wears them down, but there are simple steps you can take to help avoid this. Crest is launching its biggest innovation in years, a premium toothpaste that actively rebuilds tooth density by re-mineralizing enamel: Crest Densify. The popular toothpaste manufacturer, part of the Procter & Gamble family, made the announcement on March 29.

Fewer than 1 in 5 millennials rank density and enamel protection as the top benefit they look for when selecting a toothpaste, but more than half are worried about losing their teeth as they age–ahead of going gray, getting wrinkles, or even gaining weight.* That is why Crest is looking to help people invest in the wellness of their teeth, which starts with the right toothpaste and routine.

Crest Densify uses a new premium formula to offer a trusted defense against early tooth decay and features the same trusted active ingredient in many other Crest products, stannous fluoride.

How it works:

“Most people don’t realize how important maintaining the density of your teeth is in relation to the longevity of your smile,” says Carlos Quintero, Vice President of Oral Care North America, Procter & Gamble. “Crest Densify toothpaste extends the life of your teeth by actively rebuilding tooth density every time you brush. With this new launch, we want to encourage people to prioritize the wellness of their teeth every day and strengthen their smile for years to come.”

New Crest Densify is formulated to help ensure you keep your smile healthy and strong. The toothpaste is now available at select retailers with nationwide distribution to follow.

*February 2022 survey of 1,500 U.S. respondents between the ages of 24-44; OnePulse 2022