In the early 1940s, Procter & Gamble began a research program to find ingredients that, when added to a toothpaste, would reduce tooth decay. At that time, Americans developed an estimated 700 million cavities a year, making dental disease one of the most prevalent U.S. health problems. Crest toothpaste launched into test markets in 1955, followed by national expansion in January of 1956. In 1960, the American Dental Association confirmed that Crest effectively prevents tooth decay. And by 1962, Crest had become the best-selling toothpaste in the United States. In 2025, Crest was thrilled to celebrate its 70th year of providing healthy, beautiful smiles to families across the country.