Initially launched in 1954 under the brand name "Flouristan", the Crest toothpaste brand was introduced to the United States in 1955; it is part of the Proctor & Gamble brand portfolio. Primarily known as a manufacturer of toothpaste, the brand encompasses a variety of dental care products including toothbrushes, mouthwash and dental floss. The company seeks to get kids started on the path to good oral care by helping to prevent cavities and is a leader in dental health innovations; it actively encourages pursuit of perfect oral health so that everyone can have a healthy, beautiful smile for life. Products include fluoride anticavity toothpaste for kids, kid's toothbrushes, liquid gel toothpaste, battery operated spin brushes, battery operated toothbrushes, neat squeeze toothpaste, kid–friendly toothpaste, children's toothbrushes, toothpaste with sodium fluoride, oral care and dental health products.