The key players in the toothpaste market are working on continuous innovation and product portfolio enhancement for better quality. Being a mature business, the dental hygiene area presents the potential to dealers and retailers by giving consumers multifunctional toothpaste. For instance, toothpaste is now available that not only whitens teeth but also battles plaque, stains, bad breath, sensitivity, cavities, tartar, and gingivitis. For instance, in March 2021, Colgate-Palmolive India disclosed that the company worked with dentists and diabetes specialists to design and create Colgate for Diabetics, a unique toothpaste for persons with diabetes. 'Lion Corporation', 'Colgate-Palmolive Company', 'Procter & Gamble Co.', 'Unilever PLC', 'GlaxoSmithKline PLC', 'Johnson & Johnson Services, Inc.', 'Church & Dwight Co., Inc.', 'Henkel AG & Co. KGaA', 'LG Household & Health Care Ltd.', 'Dabur India Ltd.', 'Himalaya Drug Company', 'Amway Corporation', 'GABA GmbH', 'CCA Industries Inc.', 'Tom's of Maine, Inc.', 'Hawley & Hazel Chemical Co., Ltd.', 'Marico Limited', 'The Himalaya Drug Company', 'Nature's Gate Inc.', 'Squigle Inc.'