- In January 2025, GSK Consumer Healthcare introduced its new Sensodyne Repair & Protect Advanced toothpaste formulation in several European countries, designed specifically for consumers with dentin hypersensitivity. The updated formula incorporates novel bioactive ingredients that promote enamel repair, positioning Sensodyne to capture rising interest in preventive care products that address sensitive teeth while enhancing overall oral health.
- In May 2024, Colgate-Palmolive launched its new "Colgate Optic White Pro Series" toothpaste line across key European markets, featuring hydrogen peroxide-based whitening technology previously available only in dental clinics. This launch reflects the company's commitment to bridging professional and consumer oral care, offering clinical-grade whitening at home. The initiative supports growing consumer demand in Europe for cosmetic dental products that combine convenience, safety, and visible results.
- In March 2024, Dentsply Sirona partnered with dental technology providers across Germany and France to expand access to its Primescan and Primeprint digital dentistry systems, supporting increased adoption of chairside CAD/CAM solutions. This strategic move aims to streamline workflows in dental clinics while improving patient outcomes with faster, more precise restorative treatments—reinforcing the company’s leadership in the European dental technology market.
- In February 2024, Unilever’s oral care brand Signal launched a sustainability-focused campaign in Western Europe, introducing biodegradable toothbrushes and recyclable toothpaste tubes. This initiative aligns with the region’s growing preference for environmentally friendly oral care solutions and reflects Unilever’s broader sustainability goals within the personal care segment.
