Sensodyne, the number one dentist recommended brand for sensitive teeth [1] is expanding its enamel safe whitening portfolio with the launch of Sensodyne Advanced White. The new range includes Sensodyne Advanced White Enamel Defence and Sensodyne Advanced White Deep Clean toothpastes that start to whiten teeth from the first brush while providing 24/7 protection for sensitive teeth*.
The Advanced White range builds on the success of Sensodyne Clinical White range, which uses Sensodyne’s most advanced whitening technology. It has been developed to offer visibly whiter teeth^, ensuring people with sensitive teeth no longer have to choose between sensitive care and a whiter smile.
Whitening and sensitive teeth continue to be two of the biggest drivers of growth in the oral health category, which is projected to reach £56.8 billion by 2027 [2]. While 82% of people with sensitive teeth say they want whiter teeth [3], many believe they cannot achieve teeth whitening without impacting their sensitive teeth[4].
The toothpaste range includes Sodium Tripolyphosphate, which helps prevent future stains, alongside Alumina, which provides a polishing action for shinier teeth. The scientifically proven formulation removes 85% of surface stains^. This ultra-low abrasion formulation delivers whitening action without being harsh on the enamel.
Michael Durkin, GB Sales Director, Haleon, said: “84% of consumers care about the appearance of their teeth and want to have healthy teeth[5]. Sensodyne is driving the shift to meet this need with the development of Sensodyne Advanced White. This launch delivers visibly whiter teeth^ and protection for sensitive teeth with enamel‑safe formulations.”
The Advanced White toothpaste range comes in a recyclable tube, cap, and carton and is now available in all major retailers at MSRP £5.50+. The launch will also be supported by media and in store activities.
References and Citations
* With twice daily brushing
^ After 8 weeks with twice daily brushing
+ Pricing at the discretion of the retailers
[1] IPSOS, 2025. To verify: mystory.gb@haleon.com
[2]Global Euromonitor – Oral Care Category 2023 – 2027
[3]IPSOS, total population, UK, India & Turkey 2023
[4]Health Hub Haleon Whitening SI Exploration Sept 2022
[5] IPSOS Fast facts Whitening UK, Turkey, India, April 2024
