Who owns Crest?
Crest is owned by Procter & Gamble (the United States, NYSE: PG).[1]
Evidence: The Procter & Gamble Company Form 10-K for fiscal 2026, note 15 - subsequent events, SEC EDGAR. Verified from filings; last checked .
Key facts
- Current owner
- The Procter & Gamble Company verified
- Owner HQ
- 🇺🇸 United States, Cincinnati, Ohio
- Origin
- 🇺🇸 United States
- Founded
- 1955
- Category
- Personal care & beauty › Oral care › Toothpaste & toothbrushes
- Parent ticker
- NYSE: PG
- Trademark registrant
- PROCTER & GAMBLE COMPANY, THE (USPTO)
- Last verified
- · 2 sources
About Crest
Crest was the first toothpaste to win recognition from the American Dental Association for its fluoride formulation, in 1960, a validation that transformed the category and made Crest the leading American toothpaste for decades. It is sold as Blend-a-med across much of continental Europe.
How often Procter & Gamble names Crest in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central.
Trademark record for Crest
The USPTO record for the Crest mark lists PROCTER & GAMBLE COMPANY, THE as the owner of record (serial number 71672350). That name matches the owner named above.[2]
Ownership timeline of Crest
- Current owner Procter & Gamble [1] verified
Where Crest sits in Procter & Gamble
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Procter & Gamble ownership tree →
See the full Procter & Gamble brand portfolio (38) →
Other brands owned by Procter & Gamble
Procter & Gamble controls 38 brands on Brandtree, 23 of them in personal care & beauty.
Also in personal care & beauty
- Always (1983)
- Bounty (1965)
- Braun (1921)
- Charmin (1928)
- Gillette (1901)
- Head & Shoulders (1961)
- Herbal Essences (1971)
- Ivory (1879)
- Luvs (1976)
- Native (2015)
- Olay (1952)
- Old Spice (1937)
- Oral-B (1950)
- Pampers (1961)
- Pantene (1945)
- Puffs (1960)
- Safeguard (1963)
- Secret (1956)
Founded in the 1950s
Other brands in toothpaste & toothbrushes, and who owns them
The 42 brands in toothpaste & toothbrushes on Brandtree belong to 23 owners. The largest is Colgate-Palmolive, with 5; Procter & Gamble has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Colgate | Colgate-Palmolive | 🇺🇸 United States |
| Desensin | Dentaid | 🇪🇸 Spain |
| Close-Up | Unilever | 🇬🇧 United Kingdom |
| Parodontax | Haleon | 🇬🇧 United Kingdom |
| Pepsodent (United States) | Church & Dwight | 🇺🇸 United States |
| Bioniq | Dr. Wolff Group | 🇩🇪 Germany |
| CLINICA | Lion | 🇯🇵 Japan |
| Elgydium | Pierre Fabre | 🇫🇷 France |
About the owner: Procter & Gamble
Procter & Gamble is a publicly listed company headquartered in Cincinnati, Ohio, United States, founded in 1837. Brandtree records 38 brands under its control, and it is listed as NYSE: PG.
Procter & Gamble was founded in Cincinnati in 1837 by a candle maker and a soap maker who had married sisters. It deliberately narrowed to around 65 brands in the mid-2010s, selling roughly a hundred others, and now reports through fabric and home care, baby and feminine care, beauty, health care and grooming.
Procter & Gamble: full profile, brands and acquisition history →
🇺🇸 Crest and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Crest is not one of them.
Frequently asked questions
Who is the parent company of Crest?
The parent company of Crest is Procter & Gamble, a publicly listed company headquartered in the United States.
Is Crest American?
Yes. Crest originated in the United States in 1955 and its owner, Procter & Gamble, is also headquartered in the United States.
Is Crest still owned by Procter & Gamble?
Yes. As of 25 September 2026, Crest is still owned by Procter & Gamble. The ownership record was last checked against primary sources on that date.
Sources (2) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] The Procter & Gamble Company Form 10-K for fiscal 2026, note 15 - subsequent events — SEC EDGAR, SEC Form 10-K; retrieved 16 September 2026.
- [2] USPTO: CREST, serial 71672350, registration 0608106 — United States Patent and Trademark Office, Trademark registry; retrieved 25 September 2026.
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