Who We Are

We are the #1 bestselling brand for sensitive teeth*, in many countries around the world, trusted by millions of people. Why? The answer is simply because our range of Sensodyne toothpastes are proven to relieve the pain of sensitive teeth and provide long lasting protection with twice daily brushing.
*Value Retail Sales data, 12 months ending September 2018

Our Vision

We're dedicated to creating a future where every life is sensitivity-free

We're dedicated to creating a future where every life is sensitivity-free

Our History

Sensodyne 1961


Sensodyne Original, the first desensitizing toothpaste containing strontium chloride, launches in the US and UK. Strontium Chloride helps to block the dentin tubules.

Sensodyne 1980


Sensodyne F, the first toothpaste containing potassium nitrate (which helps to sooth the nerves inside the teeth), is lauched. It's clinically proven to relieve pain when used twice a day.



Sensodyne ProNamel is lauched. Its optimised fluoride formulation helps protect against the effects of acid erosion on tooth enamel.

Sensodyne 2010


Sensodyne Repair and Protect, containing 5% NovaMin and fluoride, is lauched. It helps repair sensitive areas of the teeth.


Sensodyne Deep Clean, with foam boost technology, is launched. It helps calm nerves inside the tooth for 24 hours* while leaving a lasting sensation of freshness.
*With twice daily brushing


New Sensodyne Rapid Relief with Stannous Fluoride for clinically proven relief in 60 seconds* and long lasting protection.
*When used as directed on pack.

Our Science

As leaders in the field of tooth sensitivity, we're committed to working together with academic institutions and laboratories. These relationships allow us to develop our knowledge and understanding of tooth sensitivity and its impact on people's lives. By putting science at the heart of what we do, we'll continue to apply the latest scientific innovations and help more people relieve their tooth sensitivity pain. 

Our Science

Technologies for Sensitivity Relief

Our scientists have identified and formulated a number of specific technologies for inclusion in the Sensodyne range - for example -potassium nitrate, NovaMin™ and stannous fluoride - to help relieve tooth sensitivity. These technologies work to either soothe the nerves inside sensitive teeth, or to shield and protect the exposed dentine.

Potassium Nitrate

Find out how potassium nitrate helps to soothe the nerves inside sensitive teeth.


Find out how NovaMin™ creates a reparative layer over and within exposed dentine tubules using the building blocks of teeth.