SENSODYNE was first introduced in 1961 as one of the earliest toothpastes specifically developed to alleviate tooth sensitivity. The original formulation contained strontium chloride, an ingredient intended to reduce pain caused by exposed dentin.

The brand was originally developed and marketed by Block Drug Company, a pharmaceutical firm founded in New York. In 2000, Block Drug was acquired by SmithKline Beecham, which subsequently became GlaxoSmithKline (GSK). As GSK expanded its consumer healthcare division, SENSODYNE grew into one of its flagship oral care brands.

In July 2022, GSK spun off its consumer healthcare business into a new independent entity named Haleon, establishing SENSODYNE as one of Haleon’s leading global brands.1

The primary purpose of SENSODYNE is to relieve and prevent tooth sensitivity, a condition characterised by short, sharp pain when consuming hot, cold, sweet or acidic foods and beverages.

The brand aims to provide daily protection against sensitivity whilst delivering the benefits expected of modern toothpaste, including:

• Cavity prevention
• Plaque control
• Fresh breath
• Gum health
• Enamel protection
• Teeth whitening (selected products)2

Tooth sensitivity typically occurs when protective enamel or gum tissue wears away, exposing the underlying dentin. Microscopic channels within the dentin allow external stimuli to reach the nerves inside the tooth, resulting in pain.

Different SENSODYNE products utilise distinct technologies to reduce sensitivity:

Potassium nitrate

Potassium nitrate functions by calming the nerve inside the tooth, thereby reducing its response to painful stimuli over time.

Stannous fluoride

Stannous fluoride forms a protective barrier over exposed dentin, helping to block pathways leading to the tooth’s nerve whilst also providing cavity protection.

NovaMin technology

Certain SENSODYNE Repair & Protect products contain NovaMin, a calcium sodium phosphosilicate bioactive glass that helps form a mineral layer over exposed dentin to support the natural repair process of sensitive areas. Availability varies by country.1

SENSODYNE offers an extensive range of products, including:

• Original
• Fresh Mint
• Repair & Protect
• Rapid Relief
• Clinical Repair
• Pronamel
• Complete Protection
• Deep Clean
• Extra Whitening
• Sensitivity & Gum
• Sensitivity & Enamel
• Clinical White

In addition to toothpaste, the brand markets:

• Mouthwash
• Soft toothbrushes
• Dental floss (in selected regions)2

SENSODYNE is intended primarily for:

• Adults with sensitive teeth
• Individuals experiencing enamel erosion
• People with gum recession
• Patients following professional teeth whitening
• Individuals with exposed tooth roots
• Anyone seeking long-term sensitivity protection

SENSODYNE has invested in dental research for more than six decades. Many formulations have undergone laboratory and clinical testing to evaluate their efficacy in relieving dentin hypersensitivity. The brand also collaborates with dental professionals and supports oral health education initiatives across various countries.2

SENSODYNE is positioned as a premium oral care brand focused on clinically proven sensitivity relief rather than general cosmetic benefits. Its marketing emphasises:

• Science-backed formulations
• Professional recommendations
• Long-lasting protection with twice-daily brushing
• Everyday comfort when consuming hot or cold foods and beverages2

SENSODYNE products are distributed throughout:

• North America
• Europe
• Asia
• Australia
• Latin America
• Africa
• Middle East

In Japan, the brand is marketed under the name Shumitect.1

SENSODYNE is owned by Haleon plc, one of the world’s largest consumer healthcare companies. Haleon’s portfolio also includes brands such as:

• Panadol
• Voltaren
• Centrum
• Advil
• Parodontax
• Otrivin

SENSODYNE is considered one of Haleon’s flagship global brands and a significant contributor to its oral health business.1

SENSODYNE is widely recognised as a leading toothpaste brand for sensitive teeth. The company states that it is the number one dentist-recommended toothpaste brand for sensitive teeth in many markets, based on country-specific survey data. Such claims may vary by region depending on survey methodology and date.2

• 1961 – SENSODYNE Original launched with strontium chloride.
• 1980 – Introduction of SENSODYNE F using potassium nitrate technology.
• 2000 – Block Drug acquired by SmithKline Beecham.
• 2001 – Brand becomes part of GlaxoSmithKline following the GSK merger.
• 2006 onwards – Expansion into advanced formulations such as Repair & Protect and Rapid Relief.
• 2022 – SENSODYNE becomes part of Haleon after GSK’s consumer healthcare spin-off.1

• Tooth sensitivity (dentin hypersensitivity)
• Fluoride toothpaste
• Enamel erosion
• Preventive dentistry
• Haleon
• GlaxoSmithKline (GSK)

SENSODYNE remains one of the most established brands dedicated to sensitive teeth, combining decades of research with specialised formulations aimed at relieving sensitivity whilst providing everyday oral health benefits.2

1. Sensodyne
2. Why Sensodyne? How Our Toothpaste Can Help