Orajel Rebrands Its Kids Oral Care Line to Orajel Naturals

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.

The company’s kids products include Orajel Kids Love Diana Fluoride-Free Training Toothpaste with Brush, and Orajel Kids PAW Patrol Fluoride-Free Training Toothpaste. The Orajel Baby line of products includes teething and tooth and gum care products as well as fluoride and fluoride-free toothpastes.

For more information, visit orajel.com.