Crystal enters the oral care category

Crystal, a brand known for mineral salt deodorant offerings, is diving into brand new territory — oral care.

To do so, the Louisville, Colo.-based company is introducing its new True Minerals line, which was formulated to provide an alternative to harsh strips and trays, the brand said.

“Most people want whiter teeth, but research shows relatively few individuals whiten daily out of the fear of damaging their enamel or putting harsh toxins in their mouth. Crystal True Minerals solves that problem and gives retailers and consumers a trusted option in a growing category,” Martin Floreani, CEO said. “The new True Minerals line includes two unique, clinically proven whitening sets, both featuring clean vegan ingredients that are gentle, sulfate-free, and enamel-safe.”

Consisting of the True Minerals Advanced Dental Whitening System, the product aims to whiten teeth using a three-step process. Featuring a brightening rinse and stain-lifting whitening serum that were designed to remove stains gently, the process is accelerated via the brand’s patented dual-energy Xenon and LED light.

Retailing for $34.99, consumers can improve and maintain their results from using the whitening system by also incorporating the included mineral-enriched whitening toothpaste into their routines.

In addition, consumers can also pick up Crystal’s True Minerals Teeth Whitening Kit and Refill, which features a two-step process that contains the brightening rinse and whitening serum, as well as the mineral-enriched whitening toothpaste for the suggested retail price of $19.99.