- In April 2023, Johnson & Johnson Consumer Health expanded its Listerine portfolio with the launch of Listerine Total Care Sensitive, formulated specifically for users with sensitive teeth and gums. The new variant combines therapeutic fluoride protection with a gentler alcohol-free formulation, highlighting the brand’s commitment to developing inclusive oral care solutions that meet evolving consumer needs and sensitivity concerns across global markets
- In March 2023, Colgate-Palmolive Company introduced a herbal mouthwash line under the Colgate Vedshakti brand in India, targeting the growing demand for natural and Ayurvedic oral care. Infused with clove, mint, and eucalyptus extracts, the launch reflects the company’s strategy to cater to consumer preferences for chemical-free and plant-based alternatives while expanding its footprint in high-growth emerging markets
- In February 2023, Procter & Gamble (P&G) unveiled its Oral-B Clinical Rinse, a new addition to its Oral-B professional range, designed to target plaque and bacteria with long-lasting antibacterial protection. This innovation leverages chlorhexidine-based efficacy in a user-friendly formulation, reinforcing P&G’s efforts to address professional and consumer segments with high-performance therapeutic solutions
- In February 2023, Crest, another P&G brand, launched Crest Pro-Health Advanced Mouthwash in North America, featuring new dual-action technology aimed at combating bad breath and reducing early gum disease symptoms. The launch supports Crest’s positioning in the preventive oral care space, responding to increasing demand for multi-benefit rinses among health-conscious consumers
- In January 2023, TheraBreath (a Church & Dwight brand) extended its premium mouthwash range into Europe with the launch of TheraBreath Fresh Breath Oral Rinse across major pharmacy chains in the UK and Germany. Known for its dentist-formulated, alcohol-free solutions, the brand’s expansion underscores rising European demand for clinically backed and sensitivity-friendly oral hygiene products
