Crest Introduces New Crest Sensitivity Relief Toothpaste, Designed to Treat the Root Causes of Tooth Sensitivity

Crest’s new toothpaste rapidly relieves sensitivity and provides 24-hour sensitivity protection¹ with technology that builds a strong protective barrier to block hot and cold triggers

CINCINNATI--(BUSINESS WIRE)--Life’s more fun when your teeth aren’t holding you back. Crest, the #1 toothpaste brand in America, today announced the launch of Crest Sensitivity Relief, a new daily-use toothpaste that offers fast-acting relief, restoring the confidence needed before every bite.

Crest Sensitivity Relief rapidly relieves tooth sensitivity and provides 24-hour sensitivity protection¹. While many sensitivity toothpastes temporarily numb the pain, Crest’s new toothpaste finds and fills sensitive areas in the tooth surface, blocking nerves from hot or cold triggers and helping prevent sensitivity from returning by building a strong protective barrier.

“People with sensitive teeth often adapt their routines without realizing just how much sensitivity is influencing their choices,” said Dr. Svetlana Farrell, DDS, PhD, Oral Care, North America at Procter & Gamble. “With Crest Sensitivity Relief, we wanted to offer a toothpaste that rapidly relieves sensitivity while building a strong protective barrier to help prevent it from coming back, so people can spend less time anticipating that next sensitivity flare-up and more time enjoying the foods and drinks they love.”

How Does Crest Sensitivity Relief Help Sensitive Teeth?

Crest Sensitivity Relief is a toothpaste for anticavity, antigingivitis and hypersensitive teeth, designed for daily use. Its benefits include:

• Strengthens & repairs weakened enamel
• Treats the root cause of sensitivity
• Rapidly relieves sensitivity and provides 24-hour protection
• Finds and fills sensitive areas to prevent sensitivity
• Creates a strong protective barrier to prevent sensitivity

Who Is Crest Sensitivity Relief For?

For millions of people with sensitive teeth, the occasional sensitivity “zing” doesn’t just hurt teeth; it shrinks participation in life's everyday moments. The first sip of iced coffee or a bite of ice cream can unexpectedly trigger sensitivity, causing people to change how they eat and drink. The question, “Will this hurt?” can turn a bite into a calculated decision, leading them to wait, take a smaller bite or opt out altogether. Crest Sensitivity Relief helps take that hesitation out of the experience by building a strong protective barrier, restoring confidence where it matters most: the moment before the bite.

“There’s an important difference between temporarily numbing sensitivity and helping protect the sensitive areas of the tooth,” said Dr. Franklyn Aguebor (@iamdr_a), certified cosmetic dentist. “Crest Sensitivity Relief delivers lasting protection by strengthening and repairing weakened enamel and allowing people to feel free to eat or drink what they want without worrying about sensitivity.”

Where Can Shoppers Find Crest Sensitivity Relief?

Crest Sensitivity Relief is now available at Walmart, and will be rolling out to additional retailers in early 2027. Shoppers can choose between two sizes of the all-new toothpaste:

• 5.1 oz. for $5.99 MSRP
• Two pack for $10.99 MSRP².

About Crest

Since its launch in 1955, Crest has been at the forefront of oral care innovation, empowering healthier smiles for 70 years. Backed by decades of research and trusted by dental professionals, Crest offers a full portfolio of products designed to meet the evolving needs of families and individuals, from cavity protection and enamel strengthening to advanced whitening, gum health, and sensitivity relief. Beyond toothpaste, Crest provides comprehensive oral care solutions, including mouthwash, whitening treatments, and daily regimens that work together to help maximize the benefits of brushing.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit https://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at https://www.pg.com/news.

References
¹ With twice daily brushing. Biesbrock AR, He T, Zou Y, Grender JM, Amini P, Sagel PA, Groth A, Klukowska M. Randomized clinical trial evaluating kinetic benefits of desensitizing agents: Magnitude, onset, and stability of relief. J Periodontol. 2025 Dec;96(12):1339-1351.
² All pricing decisions are at the sole discretion of the retailer.