CSL oral care product development: toothpaste, mouthwash, toothpaste tablets and bamboo toothbrush

Sector · Oral care

Oral care with clinical-grade evidence.

Toothpastes, mouthwashes, whitening and breath products built on some of the strongest evidence in personal care. CSL formulation scientists formulate to each market’s limits, balance taste and efficacy, and hand you the formula.

Start a project The science we formulate for

Guires Cosmetic Science Lab

Toothpaste Formulations from Guires CSL

At Guires Cosmetic Science Lab, CSL formulation chemists develop toothpaste formulations, mouthwash and whitening products, including fluoride and fluoride-free toothpaste with hydroxyapatite, with performance proven by enamel, stain-removal and plaque testing. With more than 10 years of oral care experience, the team builds every formula on randomised trials and Cochrane reviews, within each market’s limits.

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What shoppers look for now

01Taste first

Flavour and freshness decide whether people buy a toothpaste again, so efficacy has to taste good.

02Fluoride choices

Shoppers now choose between fluoride, fluoride-free hydroxyapatite and herbal pastes, and expect evidence either way.

03Whiter, gentler

Whitening and sensitivity relief are top requests, often in the same product.

The science

The oral science we formulate for.

Oral care has decades of randomised trials and Cochrane reviews behind it. We design around three areas.

CSL oral care science: fluoride and calcium phosphate ingredients in the lab with a toothpaste, and a magnified tooth protected against plaque bacteria

Cavity protection

Stronger enamel, fewer cavities.

Fluoride toothpaste is one of the best-evidenced preventive products there is. Fluoride-free options such as hydroxyapatite now have randomised trials showing non-inferiority, and xylitol may add a small benefit.

Ingredients CSL scientists work with

Sodium fluorideStannous fluorideSodium monofluorophosphateHydroxyapatiteXylitolCalcium phosphates

How CSL proves it works

  • Fluoride availabilityAvailable and total fluoride over shelf life
  • Enamel remineralisationIn-vitro and in-situ models
  • AbrasivityRDA and REA testing
Published evidenceWalsh 2019 · fluoride toothpastePaszynska 2023 · hydroxyapatiteRiley 2015 · xylitol
CSL gum care science: healthy gums and teeth with a magnified gum line protected from plaque bacteria

Gums & sensitivity

Healthy gums, comfortable teeth.

Stannous fluoride and cetylpyridinium chloride reduce plaque and gum bleeding in randomised trials. For sensitivity, arginine and potassium work by different mechanisms, blocking tubules or calming nerves.

Ingredients CSL scientists work with

Stannous fluorideCetylpyridinium chlorideArgininePotassium nitrateZinc saltsHerbal extracts

How CSL proves it works

  • Gum bleeding indexExaminer-scored over 3–24 weeks
  • Plaque indexDisclosing and scoring
  • Sensitivity testingAir-blast and tactile scores
Published evidenceAcherkouk 2021 · stannous fluorideMankodi 2005 · CPC mouthwashElias 2013 · argininePoulsen 2006 · potassiumJanakiram 2020 · Herbal toothpaste
CSL whitening and fresh breath science: bright smile with mint and cooling crystals, a tooth with surface stains being lifted and a close-up of fresh breath

Whitening & breath

Brighter smiles, fresher breath.

Peroxide whitening works, but consumer strength is tightly limited in some markets. Non-peroxide stain removal fills the gap. For breath, zinc salts neutralise the sulphur gases behind bad breath.

Ingredients CSL scientists work with

Hydrogen peroxide (within limits)PAPSilica abrasivesPyrophosphatesZinc chlorideCooling agents

How CSL proves it works

  • Shade measurementSpectrophotometer ΔE or b* over 2–6 weeks
  • Stain removalPellicle cleaning ratio
  • Breath testingSulphur-gas instrument and panel scores
Published evidenceSwift 2009 · peroxide stripsPayne 2011 · zinc

Talk to a CSL formulation scientist

Have a oral care idea? Book a 30-minute brief review.

Share your concept, benchmark or target claim. A CSL formulation scientist will tell you what is feasible, what evidence it needs and a realistic timeline.

Book a brief review

Clinical evidence

What the published trials show.

Randomised trials and Cochrane systematic reviews on the actives we formulate with. Several are industry-funded, and we say so.

Systematic reviewCaries · fluoride toothpaste

Fluoride toothpastes of different strengths vs non-fluoride

Cochrane network meta-analysis · 96 RCTs · ~65,000 participants

1,450–1,500 ppm fluoride clearly reduced decay vs non-fluoride paste in children and adolescents, and slightly outperformed 1,000–1,250 ppm.

Walsh T et al. Cochrane Database Syst Rev 2019;3:CD007868 · PMID 30829399

Randomised controlled trialCaries · hydroxyapatite

Fluoride-free hydroxyapatite toothpaste vs 1,450 ppm fluoride

Randomised, double-blind non-inferiority · 194 adults · 18 months

No caries increase in 89% (hydroxyapatite) vs 87% (fluoride); hydroxyapatite was non-inferior.

Co-authors linked to a manufacturer.

Paszynska E et al. Front Public Health 2023;11:1199728

Randomised controlled trialSensitivity · arginine

8% arginine toothpaste regimen vs potassium regimen vs control

Randomised, double-blind, three-arm · 118 adults · 8 weeks

Air-blast sensitivity fell 70% vs negative control and 50% vs the potassium regimen.

Regimen included a mouthwash.

Elias Boneta AR et al. J Dent 2013;41(Suppl 1):S42–S49

Randomised controlled trialWhitening · peroxide strips

6% hydrogen peroxide strips vs placebo strips

Randomised, double-blind, placebo-controlled · 40 adults · 6 weeks

Tooth yellowness fell significantly more than placebo by week 2 (p<0.001), with continued gains to week 6.

6% peroxide is dentist-only in the EU; consumer products are limited to 0.1%.

Swift EJ Jr et al. J Dent 2009;37:e51–e56 · PMID 19523738

Randomised controlled trialFresh breath · zinc

Zinc chloride + o-cymen-5-ol toothpaste vs standard fluoride

Examiner-blind crossover · 75 adults · 1 week

Odour-causing sulphur gases were lower at every point up to 12 hours (p<0.0001), down 91% immediately after brushing.

Industry study.

Payne D et al. Int Dent J 2011;61(Suppl 3):60–66 · PMID 21762157

These are published studies on ingredients, methods and routines, not on products we have made. A finished product needs its own testing before a claim goes on pack, and we design that study with you. See the full evidence library

Flavour & sensorial

A clean feel people come back for.

Oral care is the most taste-driven category in personal care. Flavour, cooling and foam are designed alongside the active.

Flavour beyond mint

Classic mints and newer profiles such as green tea, citrus and herbal, developed with flavour-house partners.

Flavour

Long-lasting cooling

Cooling agents that start fast and last after brushing.

Cooling

Masking actives

Flavour systems that hide the taste of stannous, zinc and herbal actives.

Taste masking

Foam and mouthfeel

The right foam, a smooth paste and a clean after-feel.

Rheology

Concept spotlight

Ideas we can take from bench to shelf.

Example concepts to show the range. Every project starts from your own brief, and the finished formula belongs to you.

Hydroxyapatite fluoride-free toothpaste: product concept by Guires CSL
Fluoride-free

Hydroxyapatite fluoride-free toothpaste

A remineralising paste for families who prefer fluoride-free, in a mild mint.

Stannous gum-care toothpaste: product concept by Guires CSL
Gums · Taste masking

Stannous gum-care toothpaste

A stannous fluoride paste with a masking flavour that keeps its fresh taste.

Toothpaste tablets: product concept by Guires CSL
Waterless · Zero waste

Toothpaste tablets

Waterless tablets you chew and brush, in plastic-free packs.

Responsible beauty

Better for skin, lighter on the planet.

More shoppers weigh where ingredients come from and what happens to the pack. We build those choices in from the start, and make sure every environmental claim can be backed up.

Our supplier directory

Waterless formats

Toothpaste tablets and powders that cut water, preservatives and plastic.

Waterless

Recyclable tubes

Mono-material tubes tested for compatibility with your paste.

Pack compatibility

Responsible mint

Traceable mint and flavour raw materials sourced through our supplier directory.

Supplier directory

Honest green claims

Environmental wording reviewed against green-claims guidance in each target market.

Claims review
Cosmetic or drug?

Toothpaste and mouthwash are cosmetics in the EU and India, but anticavity, anti-gingivitis and anti-sensitivity claims make them OTC drugs in the US. EU limits fluoride to 1,500 ppm and consumer hydrogen peroxide to 0.1%.

From trend to brief

Start with insight, not guesswork.

Before formulation begins, we can map your market so the product lands with a clear point of difference.

Market and shelf scanWhat competitors in your channel and price point already claim, and where the gaps are
Ingredient watchActives gaining evidence, and those facing new restrictions in your target markets
Claim feasibilityWhich claims your budget and timeline can support, and the study each one needs
Brief you can build onA one-page product brief with formats, actives, claims and target markets

Formats

What we develop in oral care.

ToothpastesMouthwashesBreath spraysWhitening strips & gelsHerbal oral care

Testing & compliance

The evidence oral care needs.

Fluoride assayAvailable and total fluoride
AbrasivityRDA and REA
Challenge testISO 11930
Heavy metalsIncluding lead limits for India
Clinical efficacyGingival, plaque, sensitivity and shade studies

Applications

Common oral care goals.

Brightening & radianceGlow, dullness, radianceSensitive skin & rednessCalming, low-irritation formulas

Services

How we help.

Product formulationNew products, reformulation, benchmark matchingPrototyping & product developmentSamples, sensory, fragrance, packagingSafety & stability testingISO and OECD methods, safety reportsClaims & clinical trial supportClaim mapping, patch tests, efficacy studies

Market insights from Guires CSL scientists

Stay ahead in oral care with regulation updates, the latest research, ingredient spotlights, recalls and market trends, written by the Guires CSL formulation, testing, clinical and regulatory teams.

Explore market insights
Guires CSL scientists reviewing cosmetic market research and regulatory updates

FAQ

Oral care questions.

Can you make a fluoride-free toothpaste that works?

Yes. Hydroxyapatite toothpaste was non-inferior to fluoride for caries in an 18-month randomised trial. We formulate with it and support the claim.

Can we sell a whitening product in the EU and US?

Yes, but EU consumer products are limited to 0.1% hydrogen peroxide. We design peroxide-free or low-peroxide whitening for the EU and stronger systems where allowed.

Do herbal toothpastes work?

A meta-analysis found herbal pastes reduced plaque at 4 weeks but did not beat fluoride pastes for gum health. We combine herbal actives with proven ones where you need the claim.

Who owns the formula?

You do. We sign an NDA first, and the formula and technical file are handed over at the end.

Guires CSL quality, compliance and safety

Every oral care project at Guires CSL runs inside an ISO 9001 certified quality system, with documented methods, calibrated instruments, traceable raw materials and reviewed reports, so the results behind your product can be checked and defended.

Guires CSL quality & accreditations
Guires CSL analyst checking cosmetic samples under a microscope

In their words

What clients say.

“Our toothpaste was refined around target ingredients, texture and flavour, balancing cleansing performance with the consumer experience.”
James CarterR&D Manager · UK
“Identifying relevant performance endpoints and linking them to our product positioning generated useful evidence for our oral-care claims.”
Samantha LeeHead of Product Development · USA
“Stability and ingredient-compatibility challenges were worked through systematically, delivering a more robust formula before scale-up.”
Rahul MenonNPD Director · India

Insights

Related reading.

Guidance from our formulation, testing and regulatory teams on the topics this page covers.

All insights

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Create your next product with CSL.

Our formulation chemists, testing scientists and regulatory specialists work alongside your team, from the first brief to a market-ready product. Bring a brief, a benchmark or just an idea: a scientist will reply within one working day with next steps and an indicative scope.

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