The 1950s saw a lot of new inventions—colour TV, car seat belts, and Disneyland. The 50s also saw a jump in oral health with the introduction of Crest in 1955. Crest remains a leading brand in toothpaste and dental health care products, many of which are recognized by the American Dental Association and the Canadian Dental Association.

Research began back in the 1940s. An American company named Procter & Gamble (P&G) began researching ingredients that could help reduce tooth decay. At the time, dental disease (associated with cavities) was one of the leading health problems in Canada and the U.S.

In 1950, P&G and Dr. Joseph Muhler at Indiana University developed a new toothpaste with fluoride. A clinical study that tested out this toothpaste found that children ages six to 16 had 49% less cavities. In 1955, Crest with Fluoristan was launched in test markets, then quickly expanded in January 1956 to the public.

In 1960, The American Dental Association stated that Crest effectively prevent tooth decay. By 1962, Crest was named the best-selling toothpaste in North America.


Popular brands of Crest toothpaste include Crest Pro Health, Crest 3D White, Crest Tartar Protection, Crest Whitening and Scope flavoured toothpaste.

The Crest brand has launched about 20 brands of dental care products, which include the following:

  • toothpaste
  • toothbrushes
  • mouthwash
  • dental floss
  • tooth-whitening strips