Sensodyne Achieves No. 1 Toothpaste Sales in Japan for 10 Consecutive Years ― Leading Oral Healthcare Evolution Under Brand Vision "Freeing All Lives from Hypersensitivity"

Haleon Japan Co., Ltd. (President: Mari Nogami, Headquarters: Minato-ku, Tokyo) is pleased to announce that its toothpaste brand, Sensodyne, has achieved the No. 1 sales position*1 in the Japanese toothpaste market for 10 consecutive years. We extend our sincere gratitude to everyone who has chosen Sensodyne from among the many toothpaste brands and continues to use it daily. To express our gratitude for achieving No. 1 sales for 10 consecutive years*1, we will be holding the "Sensodyne 10 Years of No. 1 Toothpaste Sales Thank You Campaign" at stores and on the official Sensodyne SNS from Wednesday, July 1, 2026, to Monday, August 31, 2026.

Brand Vision "Freeing All Lives from Hypersensitivity"

Under the brand vision of "Freeing All Lives from Hypersensitivity," Sensodyne aims to support each individual in enjoying their daily lives positively, without being constrained by pain or anxiety. Hypersensitivity is a condition where external stimuli transmit to the tooth's nerve through exposed dentinal tubules, causing pain. It is characterized by a sharp, "zing" sensation when consuming cold items, but it is often dismissed as "temporary" and its treatment is frequently postponed. In Japan, approximately 60% of people experience tooth sensitivity, yet only about 15% are actively managing it*3. It is important to seek proper care for tooth sensitivity, even if it is perceived as temporary.

Science-Based Product Development

Sensodyne not only prevents tooth sensitivity but also helps prevent gum disease*2 and other oral issues. Based on years of accumulated science in hypersensitivity care, we develop products that meet the evolving needs of consumers. Since the launch of "Medicated Sensodyne ft" in 1997, we have expanded our product lineup to cater to the diverse needs of consumers, including gum care, whitening, and bad breath prevention. As a result, Sensodyne has evolved beyond a mere "hypersensitivity care brand" to become a leading brand in oral healthcare. Sensodyne Brand Website: https://www.hagashimiru.jp/

With Gratitude to Our Daily Users! A Campaign Offering a Chance to Win a ¥10,000 Digital Gift Card at Stores and on Official SNS

To commemorate Sensodyne's achievement of No. 1 toothpaste sales in Japan for 10 consecutive years*1, and as a token of our gratitude to our loyal customers, we are launching a campaign at stores and on SNS where participants can win a ¥10,000 digital gift card. We aim to make more people aware of the importance of hypersensitivity care and contribute to raising oral health awareness among individuals. For application details and more information, please visit the campaign website. Campaign Official Website: https://www.hagashimiru.jp/campaign.html

*1: Cumulative brand sales value share in the toothpaste market for the 10-year period from January 2016 to December 2025 (January-December is considered one year).

January 2016 - December 2017: INTAGE SRI, January 2018 - December 2025: INTAGE SRI+ *2: Gum disease is a general term for gingivitis and periodontitis. *3: Haleon Japan "Survey on Tooth Sensitivity Symptoms" December 2024 - January 2025

<Haleon Japan Co., Ltd.>

Haleon Japan is the Japanese subsidiary of Haleon, a global leader in consumer healthcare (Headquarters: UK). Haleon offers a wide range of trusted brands built on science, innovation, and a deep understanding of people, aiming to achieve its purpose: "Deliver better everyday health with humanity."

In Japan, we offer oral healthcare products such as "Sensodyne," "Sensodyne Repair & Protect," "Polident," and "Poligrip," as well as OTC medicines including "Contac" and "Voltaren."

For more information, please visit our website: https://www.haleon.com/jp