Rembrandt® Encourages Consumers To Celebrate Their One-Of-A-Kind Smiles With Brand Refresh

GRAND RAPIDS, Mich. (March 28, 2017) – REMBRANDT®, the original at-home teeth whitening solution, recasts its brand with a newly revamped website, new social media properties and a comprehensive digital advertising campaign launching this month. The updated brand position encourages consumers to love and care for their uniquely beautiful smiles. “We live in a world where consumers are led to believe that having a ‘Hollywood’ or ‘red carpet’ smile is the only acceptable option,” said Don Cumming, Global Business Director for REMBRANDT. “But REMBRANDT believes that everyone has a unique smile that makes them who they are – and that’s beautiful. Using REMBRANDT is about celebrating and caring for your one-of-a-kind smile.”

Originally introduced in 1989, REMBRANDT was the first teeth-whitening toothpaste on the market. It continues to be one of the most effective tools to maintain a bright smile from the comfort of home. REMBRANDT products contain the same scientifically proven and enamelsafe whitening ingredients dentists use to remove deep stains. “Some of our favorite foods and beverages, like coffee, tea, pasta sauce and blueberries can take a toll on the whiteness of our teeth,” said Cumming. “REMBRANDT encourages consumers to enjoy the foods and drinks they love, but then helps them to care for their unique smiles with truly effective whitening products.” The brand’s refresh comes on the heels of its acquisition by global dental product manufacturer,

Ranir, in 2016. The reimagined REMBRANDT brand falls in line with Ranir’s core purpose to deliver millions of affordable, healthy smiles every day. Over the course of the coming year, REMBRANDT will launch a suite of new whitening products to complement the brand’s highly effective toothpastes, as well as announce new distribution deals. To view the brand’s newly designed website, visit

As a global leader in oral care products, we provide store brand and contract manufacturing services to our partners.

Join the Conversation

[fts_facebook type=album_photos id=RanirLLC posts=9999 title=no title_align=left description=no words=45 popup=no scrollhorz_or_carousel=carousel slider_margin="-6px auto 1px auto" slider_speed=10000 slider_timeout=3000 slider_controls=arrows_below_feed slider_controls_text_color=#FFF slider_controls_bar_color=320px slider_controls_width=320px album_id=photo_stream image_width=250px image_height=250px space_between_photos=1px hide_date_likes_comments=no center_container=yes slider=yes]