New Rembrandt Gentle White toothpaste aims to gently whiten, reduce risk of irritation

NEW YORK — Oral care brand Rembrandt is expanding its product portfolio with its new Gentle White toothpaste, which is geared toward people prone to canker sores.



It is positioned as the category’s first whitening product focused on whitening without SLS, known to cause irritation, and helps strengthen tooth enamel to prevent daily acid wear, stated Johnson & Johnson Healthcare Products Division of McNEIL-PPC.



When one’s mouth is prone to irritations like canker sores, the ingredient SLS, found in some whitening toothpastes, can trigger those irritations. Citing data from National Institute of Dental and Craniofacial Research, the manufacturer stated that 19% of adults suffer from canker sores.



The new Rembrandt Gentle White is slated to hit shelves in September.