Celebrating World Smile Day with purpose
World Smile Day reminds us of the power of a smile, not just the joy it brings, but the confidence behind a healthy grin. Our overall wellbeing, from physical to mental, is intrinsically linked to oral health, a cornerstone of systemic health. At Haleon, we believe that a good smile is a healthy one. Through trusted brands like Aquafresh, Corsodyl and Sensodyne, we help people smile confidently every day.
Oral health and overall wellbeing: It starts with a smile
Recent Haleon research highlights the importance of oral health to people across the UK. A striking 78% of UK adults believe that good oral health significantly contributes to overall physical health and mental wellbeing[1]. This isn’t just about a healthy mouth; it’s about feeling confident and empowered, while being pain free.
Oral diseases, such as periodontal disease, are among the most common non-communicable diseases worldwide, impacting a 3.7 billion people, yet they are largely preventable and can be treated in their early stages[2]. What’s more, oral health is deeply connected with our overall health. The World Health Organisation highlights that poor oral health is also closely linked to a range of non-communicable diseases, including heart disease, diabetes and certain cancers[3].
By prioritising oral hygiene, we are supporting long-term health and wellbeing, one smile at a time. Establishing a good oral hygiene routine and healthy dietary habits early is one of the best things you can do for your family’s health.
Building children’s confidence: Strong habits start early
Last year, a study conducted by Aquafresh revealed that 1 in 2 kids have experienced low confidence because of how their teeth look. Whether it’s missing, wonky, or gappy teeth, it is impacting how children feel about themselves. Over a third (36%) have felt embarrassed to smile or laugh, and 98% of parents agree that dental health directly impacts their child’s confidence[4].
Poor oral hygiene in childhood can lead to long-term health consequences. That’s why our Aquafresh Shine Bright campaign is so important. Through the Shine Bright Academy, we provide schools with engaging lesson plans, activity packs, and oral health education, developed with principles of behavioural change – to help children build lifelong oral health habits.
To increase the impact of our Shine Bright programme, we recently partnered with Tesco Stronger Starts to reach over 140,000 children with oral care products and resources in areas where there is the greatest need for additional support to help children thrive at school. This initiative is helping to embed oral health into the school day, making it part of the routine, and not just an afterthought. For every Aquafresh kids pack purchased in Tesco stores or online, we are donating products to help fund toothpaste and toothbrush distribution to Stronger Starts schools.
Supporting adult needs: Healthy mouth, healthy smile
However, prevention doesn’t stop in early childhood; it requires maintaining good hygiene habits that will last a lifetime. The concern about oral health is real: two in five adults (41%) worry about their own oral health. Their fears may be justified, as over a quarter of oral health professionals (28%) believe their patients might not be fully embrace the basics of oral hygiene, such as brushing twice a day for two minutes[5].
To address this, it is important that we innovate and build awareness of a range of tools and products are available to support people to manage their oral health, including meeting specific therapeutic and individual needs.
For instance, gum disease can often be left untreated with almost half (45%) of consumers reporting they are not regularly considering the health of their gums when brushing their teeth[6]. Yet, as manufacturers of products such as Corsodyl Active Gum Repair, we able to educate consumers on the benefit of using clinically proven formulation that actively removes plaque bacteria to help with bleeding, swollen & inflamed gums.
Similarly, despite having sensitive teeth[7], many people tolerate ongoing tooth sensitivity rather than seeking advice. We account for the fact that many want a brighter smile, with 86% of people with sensitive teeth wishing they had whiter teeth but may be concerned about the possible damage caused by teeth whitening[8]. This leaves many feeling forced to choose between comfort and confidence. Our Sensodyne Clinical White range addresses this directly by providing clinically proven whitening technology while caring for sensitive teeth. It is designed to meet real patient needs, helping people feel confident in their smile by offering the right products that deliver both care and results.
Better oral health: A shared responsibility
At Haleon, we recognise that good oral health is a shared responsibility between healthcare professionals, consumer healthcare brands and patients. With 82.8% of oral health professionals agreeing that consumer oral healthcare brands play a key role in enabling patients to prioritise preventative care, this is a responsibility we take seriously.
We are committed to supporting professionals with resources and evidence-based products that help drive better patient outcomes. This commitment is rooted in our purpose: to deliver better everyday health with humanity. We empower consumers through education and trusted products that help them maintain healthy, confident, and happy smiles every day.
References
[1] Haleon, Data on File, 2025. The surveys conducted 06.02.2025-14.02.2025 covers a nationally representative sample of 2,001 UK consumers and 250 oral health professionals.
[2] https://www.who.int/news-room/fact-sheets/detail/oral-health
[3] https://www.who.int/health-topics/oral-health
[4] According to 1000 British parents. Haleon Research, March 2024. (47.22% of parents have noticed signs of self-consciousness or lack of confidence in their child related to how their teeth look.)
[5]Haleon, Data on File, 2025. The surveys conducted 06.02.2025-14.02.2025 covers a nationally representative sample of 2,001 UK consumers and 250 oral health professionals.
[6] One Poll research on behalf of Corsodyl, May 2025, 2,000 respondents. Question 4: How often do you think about the health of your gums when brushing your teeth? (Sometimes 30%, Rarely 12%, Never 3%)
[7] Haleon Data on File; Ipsos report OH Foundational Research in USA/Spain/Japan; 1420 adults; 2021.
[8] Haleon Data on File; Ipsos report “Sensodyne. US Whitening Fast Facts”; 2021
