Sensodyne has expanded its Pronamel range with two Clinical Enamel Strength toothpastes, targeting the growing enamel care market.
The new lineup’s Deep Clean and Whitening Action (rsp: £12/75ml) are designed to offer 24/7 enamel protection while supporting healthy enamel for life.
The launch came as consumers increasingly turned to specialised enamel care products amid worsening enamel damage, with 97% of UK adults experiencing enamel erosion, according to government data [Adult Oral Health Survey 2025].
The formulations are “fluoride-optimised” to help more fluoride penetrate deep into weakened enamel surfaces, claiming to repair “66% of micro damage in acid-weakened enamel”, said Sensodyne supplier Haleon. The toothpastes also promise to strengthen enamel by up to three times, using what the supplier described as its “most advanced enamel care science yet”.
Deep Clean promises 55% more effective cleaning action, while Whitening Action offers 40% greater whitening action.
Both variants are available now in Boots, ahead of a wider rollout. The launch will be supported by a marketing campaign and in-store activations to drive visibility.
“In the UK, the enamel care subcategory has seen an increase in value sales growth over the last three years, highlighting the increasing consumer desire for a specialist toothpaste that protects enamel against everyday dietary challenges,” said Monica Michalopoulou, marketing director at Haleon.
“As Pronamel is the number one dentist-recommended toothpaste brand for enamel erosion, it’s important that we continue to evolve our range in response to consumer needs, and supply them with trusted, clinically proven products.”
The launch comes at a busy time for the oral care category. Last week, startup Ozen launched what it claimed was “the first new patented toothpaste technology for sensitive teeth in nearly 30 years”; refillable oral care challenger Mighty made its high street debut, landing exclusively in Boots; and plastic-free oral care disruptor Pärla kicked off its first-ever TV campaign, ‘Beautifully Clean Oral Care’. Earlier this month, Waken kicked off an in-store retail media activation with Tesco, using neck-tagged Whitening Mouthwash bottles featuring TV and radio presenter Rylan Clark.
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