Crest launches new Whitening Emulsions system

Crest's Whitening Emulsions are designed for quick application for whiter teeth.

Crest has launched its first-ever leave-on-teeth whitening treatment, Crest Whitening Emulsions, the company recently announced. The emulsion is said to start working instantly to deliver 5x more active hydrogen peroxide and is designed to whiten teeth with virtually no sensitivity.

Crest Whitening Emulsions features a breakthrough formula in 2 varieties—with Built-in Applicator for On The Go and with Wand Application. The product is designed to be applied in seconds throughout the day and absorbs quickly with a single swipe.

“Crest Whitening Emulsions is the culmination of almost two decades of research and development informed by consumer insights that show people are craving a teeth whitening treatment that is effective, convenient, and sensitivity-free,” said Carlos De Jesus, Proctor and Gambles senior vice president, North America Oral Care. “Until now, no innovation has delivered on all three and we are confident that consumers have never seen teeth whitening like this.”

Designed based on the emulsion chemistry found in beauty products, Crest Whitening Emulsions features a water-resistant hydrating base that is designed to protect teeth from whitening-related sensitivity. In addition, the product is said to create a micro-thin layer of active peroxide droplets that are said to stay on teeth 10x longer and keep working to remove and prevent stains, unlike toothpastes and paint-on gels with dilute away quickly.

“With the introduction of Crest Whitening Emulsions, we’re revolutionizing the way people think about teeth whitening, moving beyond occasion-based whitening with a product that can be used up to four times a day with no rinsing or brushing needed,” said Paul Sagel, P&G research fellow and Crest 3DWhitestrips inventor. “Consumers can tailor their teeth whitening journey – whenever and wherever – based on their needs and can see results after just a few uses.”

Crest worked with beauty and fashion gurus Olivia Culpo and Patrick Starr to create a YouTube video that highlights these whitening emulsions.

The new Crest Whitening Emulsions is now available at and Walgreens and will roll out to additional retailers this fall, with full national availability in February.