Crest—the #1 Toothpaste brand in America—is launching its biggest innovation in years: Crest Densify. Like bones, your teeth lose density over time, which can lead to decay that wears them down, but there are simple steps you can take to help avoid this. Crest Pro-Health Densify Daily Whitening toothpaste rebuilds surface tooth density every time you brush to extend the life of your teeth by remineralizing enamel. Experience the 2X Enamel Protection System, it remineralizes weakened enamel and prevents demineralization to prevent future density loss for a long lasting smile.