Listerine Adds Whitening Mouthwash Formula That Promises Whiter Teeth in One Week

Clumsily placed strips. Gag reflex-inducing LED trays. Patience-testing whitening pens.

In this Digital Age where convenience is key and scrutiny is high, whiter teeth is a priority for many consumers, and the easier the better.

A Kenvue-sponsored consumer focus group revealed as high as 85% of consumers are interested in using teeth-whitening mouthwash to achieve the confidence of a whiter smile. However, they’re not willing to sacrifice the health of their precious enamel, comfort, simplicity or brand trust to get the so-called “million-dollar-smile.”

In its newest innovation, Listerine created a Whitening Mouthwash in extra mild to yield three shades whiter teeth in seven days (per an in-vitro study) with twice-daily, one-minute swishing after brushing and flossing.

“We always strive to provide consumers with simple and effective solutions,” Steve Reis, head of US oral care at Listerine, told Happi. “That’s why our new Whitening Mouthwash is a multi-benefit product that freshens breath, strengthens enamel, protects against cavities and whitens teeth, effectively replacing your current mouthwash and giving you a break from other multi-step whitening products.”

According to Circana data, retail sales data for the mouthwash category — for the latest 52-week period for the total US multi-outlet and C-Store — was $2.4 trillion with a 0.9% change from the prior-year period.

Replacing Peroxide

Listerine’s Whitening Mouthwash is free from peroxide, alcohol and dye and instead uses essential oils, fluoride and polyphosphates to whiten teeth and eliminate 99.9% of bad breath-causing germs while delivery anti-cavity protection in each rinse, officials said.

“We replaced peroxides found in most existing whitening mouthwashes with gentle ingredients, creating a game-changing solution that removes stains and builds a protective shield, prevents future stains from forming, and helps to strengthen enamel,” said Reis.

According to a recent consumer study, consumers said the feel of Listerine Whitening Mouthwash was comfortable to use and non-stinging or burning. Over 90% of consumers agree the mouthwash leaves their mouth feeling “clean and fresh,” officials said. The dye-free mouthwash is packaged in an opaque white bottle that reflects its clean, modern whitening formula.

“We’re excited to bring this approach to whitening to the US market, offering consumers an effective whitening solution designed to deliver a gentle user experience,” said Reis.

Officials said they plan to expand the Listerine Whitening line in 2027.

Listerine’s Longevity

Listerine‘s original formula was concocted by Dr. Joseph Lawrence in 1879. With his formulation, he paid homage to English surgeon Dr. Joseph Lister, who pioneered antiseptic surgical methods, which led to an uptick in patient survival. The mouthwash brand —which kills 99.9% of germs that cause bad breath, plaque and gingivitis for a cleaner, healthier mouth—says it is carrying the torch of Dr. Lister’s desire to protect as many mouths as possible, per officials.

While it traces its history back to the year when Thomas Edison demonstrated the light bulb to the public the first time, Listerine continues to get out in front to new consumers. You can read about its participation at Lollapolooza here.