Crest Whitening Emulsions whiten smiles sans sensitivity

Gisselle Gaitan
Online Editor
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Crest has found yet another way to make those pearly whites brighter.

How so? Via a new leave-on teeth whitening treatment that has been 20 years in the making, the company said.

Featuring a formula that is available in two options — built-in applicator and wand applicator — the new Crest Whitening Emulsions look to start working instantly and deliver five times more hydrogen peroxide, which helps whiten smiles with virtually no sensitivity.


“Crest Whitening Emulsions is the culmination of almost two decades of research and development informed by consumer insights that show people are craving a teeth whitening treatment that is effective, convenient and sensitivity-free,” Carlos De Jesus, the P&G senior vice president of North America oral care said. “Until now, no innovation has delivered on all three and we are confident that consumers have never seen teeth whitening like this.”

Containing a water-resistant hydrating base that protects teeth from whitening-related sensitivity, the product creates a micro-thin layer of active peroxide droplets that stay on teeth longer and continue to work to remove and prevent stains, the company said.

“With the introduction of Crest Whitening Emulsions, we’re revolutionizing the way people think about teeth whitening, moving beyond occasion-based whitening with a product that can be used up to four times a day with no rinsing or brushing needed,” Paul Sagel, P&G research fellow and Crest 3DWhitestrips inventor said. “Consumers can tailor their teeth whitening journey — whenever and wherever — based on their needs and can see results after just a few uses.”

To showcase just how much of a beauty-must have Crest Whitening Emulsions will become, the brand partnered with Olivia Culpo and Patrick Starr on a YouTube video that highlights how beauty starts with a smile, the company said.

“Crest Whitening Emulsions has become a staple in my everyday beauty routine and has been a game changer,” said Culpo. “It’s easy to swipe on in seconds whether I’m at home or on-the-go, and my teeth are whiter than they have ever been!”

Currently available for purchase at and Walgreens, Crest Whitening Emulsions with the build-in applicator retails for $50, while the option with a wand applicator retails for $60.

Both options will roll out to additional retailers throughout the fall, with national availability in February.