Xi Chen of Church & Dwight answers questions from Dentistry Today and explains how the new toothpastes revolutionize oral care and combine proven efficacy with a superior, sensorial experience.
By Stan Goff, Senior Managing Editor
As Marketing Director at Church & Dwight Co., Inc., Xi Chen leads strategy and creative for TheraBreath and other powerhouse oral care brands such as ARM & HAMMER Toothpaste. With more than a decade at Church & Dwight, she ensures the brand stays true to its promise—delivering science-backed solutions that address everyday oral health problems and build confidence and trust among consumers.
Under her leadership, TheraBreath has grown to become the #1 alcohol-free mouthrinse brand in the U.S. and expanded its portfolio with the launch of its new toothpaste line.
Here, she answers 8 questions from Dentistry Today (DT) about TheraBreath’s oral care products including its recently introduced toothpastes.
DT: TheraBreath has long been known for its mouthrinses. What inspired the brand to expand into the toothpaste category and why now?
XC: TheraBreath was originally developed by dentist and bacteriologist Dr. Harold Katz, who sought a genuinely effective solution for the chronic bad breath his daughter was experiencing. From the beginning, his approach combined clinical effectiveness with an emphasis on patient experience—including taste, tolerability, and ease of use.
The mission of TheraBreath has always been to address issues such as gum health, teeth whitening, cavity prevention, and dry mouth symptoms—while fighting bad breath at its source to help people feel their freshest. In response to increasing demand from both dental professionals and the millions of fans of its TikTok-viral rinses, the brand has expanded its offerings with the launch of its new toothpastes, bringing the epic freshness TheraBreath is known for to a new format.
The new TheraBreath toothpastes are formulated with premium ingredients like stannous fluoride and designed to be mixed and matched with the brand’s beloved rinses to deliver superior flavor and neutralize bad breath at its source* for epic, long-lasting freshness. Clinically tested for effectiveness, the toothpastes uphold the brand’s science-driven, patient-centered standards and reinforce the TheraBreath commitment to dentist-formulated, revolutionary oral care that combines proven efficacy with a superior, sensorial experience. On top of a premium experience, we also carry certifications that patients care about, including Certified Vegan, Gluten-Free, Kosher, Halal, and more.
DT: The new line includes 3 distinct formulations: Healthy Gums, Deep Clean, and Whitening. How did you determine these specific areas of focus for dental professionals and their patients?
XC: These 3 formulas were developed to address patients’ top oral health concerns such as bad breath, bleeding gums, and safe whitening. Furthermore, we have gained extensive insights from our TheraBreath oral rinses, including our Healthy Gums and Whitening varieties, which have consistently generated some of the strongest, most meaningful feedback from both consumers and dental professionals. Collectively, these inputs helped shape the toothpaste portfolio.
For example, our Deep Clean and Healthy Gums toothpaste formulas were clinically developed and tested to fight bad breath for 12 hours, reinforcing the powerful odor-neutralizing benefits that define the TheraBreath brand.
Healthy Gums Toothpaste was created in response to the ongoing prevalence of gingivitis and the need for a toothpaste that supports gum health with proven actives and minimal irritants. Clinically proven to reduce gingivitis, heal bleeding gums, and control plaque along the gumline**, it’s a powerful addition to any daily oral care routine.
Our Whitening Toothpaste, like our Whitening Oral Rinse, features a non-irritating formula designed to gently remove stains without damaging enamel. Made with baking soda for its natural whitening benefits, it offers a safe, effective way to brighten smiles—a top patient priority in dental care. The formula lifts surface stains and significantly whitens teeth after just 1 week of use.†
DT: The new toothpaste is positioned as dentist-formulated and clinically tested. Can you elaborate on the clinical validation behind the formulas and what outcomes were most significant?
XC: Across the new toothpaste formulas, 8 clinical studies were conducted to validate and support their efficacy. This investment underscores the TheraBreath pledge to deliver meaningful benefits for patients while providing dental professionals with the science and evidence they can trust when recommending these products.
For example, the TheraBreath Healthy Gums Toothpaste was tested in 3 different clinical studies.
- Plaque Reduction Study: Clinically shown to protect and control against plaque buildup along the gumline for 24 hours. We saw plaque buildup reduced by as much as 65% after just 1 day of use.*
- Malodor study: Clinically shown to eliminate bad breath after each use.
- Gingivitis study: Clinically shown to reduce gingivitis. In this study, 100% of participants showed reduced plaque and gingivitis after 8 weeks with twice-daily brushing.
DT: Moving from rinses to toothpaste is a natural but significant step. How did you ensure the new line stayed true to TheraBreath’s roots while bringing something new to the category?
XC: Moving from fan-favorite rinses to toothpaste was a natural evolution for TheraBreath, but we approached it thoughtfully to ensure we stayed true to the brand’s purpose: delivering science-based, revolutionary oral health solutions that patients—and dental professionals—genuinely love using. Our products are designed to inspire daily consistency and help people feel healthy and unstoppable, knowing they’re in control of their oral well-being. We know issues like swollen gums, persistent bad breath, or tooth discoloration can truly hold people back, so our goal has always been to create solutions that make a meaningful difference.
The new TheraBreath Toothpaste line carries forward that same commitment. Each formula is grounded in clinically backed ingredients, consumer-preferred flavor profiles, and gentle, irritation-minimizing formulations. Furthermore, it maintains many of the certifications that patients know and love about our rinses, including Certified Vegan, Gluten-Free, Halal, and Kosher. At the same time, it brings something new by offering a complete routine that allows users to pair with their trusted TheraBreath rinses. It’s a simple way for patients to ‘reboot’ their home care routine with products that deliver both efficacy and an enjoyable experience.
DT: There is a lot of emphasis on taste and texture in the new line. Why is that such an important factors?
XC: Taste and texture are critical factors of patient preference. We know from both clinical insights and consumer feedback that if a toothpaste is too harsh, too strong, or simply unpleasant, patients are far less likely to use it consistently. And consistency is what ultimately determines outcomes in areas like gingivitis reduction, plaque control, and malodor management.
With this new line, we put significant emphasis on creating flavors and a brushing experience that patients genuinely enjoy. Smooth textures, balanced mint profiles, and thoughtful accents—like vanilla, green tea, coconut water, or aromatic herbs—make the brushing experience more inviting and help enhance the experience of each formulation. We even tested these flavor profiles with consumers before going to market, so we knew they would be pleasant, non-burning, and agreeable. When patients look forward to using a product and use it on a regular basis, they’re more likely to achieve their desired dental goals.
DT: One of the key benefits highlighted is the 12-hour breath protection. How does the technology or ingredient profile (such as stannous fluoride) deliver that long-lasting effect?
XC: The long-lasting breath protection comes from a powerful blend of ingredients found in TheraBreath products, including stannous fluoride—which helps protect against cavities and target the bacteria that cause bad breath. This formula works during and after brushing, neutralizing odors at their source to maintain a fresh, clean feeling.
DT: The toothpastes are designed to work together with TheraBreath rinses. Can you explain how the toothpaste and rinse pairings optimize patient outcomes or simplify professional recommendations?
XC: Our new toothpastes can be paired with any TheraBreath rinse with flavors that complement, providing dental professionals the flexibility to tailor routines to each patient’s needs. Each toothpaste delivers targeted benefits—like gum health, deep cleaning, or whitening—and when combined with a TheraBreath rinse, patients expand their means to support plaque control, fresh breath, and overall oral health. It’s an easy, customizable system that enhances outcomes and simplifies professional recommendations.
DT: Looking ahead, how do you see TheraBreath evolving as a professional brand? Are there plans for more dentist-driven product launches or education initiatives to deepen engagement with the dental community?
XC: TheraBreath is continually seeking ways to invest in oral health and expand our offerings to meet consumer needs, while providing the epic, long-lasting freshness the brand is known for. Beyond its signature rinses and toothpastes, TheraBreath also offers dry mouth lozenges for all-day relief, kids’ rinses, gum, and more. The brand is committed to growing its innovation pipeline to create reliable, dentist-backed oral care solutions people love—helping inspire healthier oral care habits and lasting freshness.
* In laboratory tests
** In a clinical study, with twice-daily brushing vs a regular toothpaste
†With twice daily brushing
