Orajel is evolving its kids’ oral care line with the introduction of Orajel Naturals, a rebrand of Orajel Kids designed to align with growing parent demand for safe, naturally positioned solutions without changing the trusted formula families rely on.
With this recent rebrand, Orajel Naturals brings a refreshed, parent-first perspective to the kids’ oral care category, combining established efficacy with a modern, natural-forward positioning that meets evolving consumer expectations. The formulations for these Orajel products is unchanged. They maintain the same pediatrician-recommended formulas, including both fluoride and non-fluoride options
Key takeaways around the rebrand include:
- Portfolio shift: Orajel Kids transitions to Orajel Naturals, signaling a move toward natural-forward positioning in pediatric oral care.
- Clean-label approach: Free from artificial colors, dyes, and sweeteners.
- Consumer engagement: Continues use of recognizable characters (e.g., Toy Story, Paw Patrol) to support brushing compliance and oral care routine-building.
- Category relevance: Reflects broader parent demand for ingredient transparency and simplified product claims.
Orajel Naturals offers both fluoride and non-fluoride options made without artificial colors, dyes, or sweeteners. Their Fluoride Toothpaste is designed for kids ages 2–10 and helps protect against cavities while strengthening enamel and supporting healthy gums. For younger children, Orajel Naturals also offers fluoride-free toothpaste options for kids ages 0–3, made with 100% naturally sourced ingredients. Kids can also find their favorite characters like PAW Patrol, Ms. Rachel, Sesame Street, Super Mario and Toy Story on the toothpaste.
For more information, visit orajel.com.
