US consumer goods giant Gillette is moving into the tooth-whitening market after agreeing the purchase of privately owned oral care group Den-Mat.

The acquisition, terms of which have not been disclosed, adds Den-Mat's Rembrandt brand of whitening kits, toothpastes and mouthwashes to Gillette's existing Oral-B range.

"While we will continue our focus on Oral-B's core franchise in manual and power brushing, this acquisition places us in the dynamic whitening segment that will be a platform for future growth," declared Bruce Cleverly, president of Gillette Oral Care.

The US tooth-whitening market, currently dominated by Procter & Gamble and Colgate-Palmolive, was worth an estimated $400 million (€328m; £218m) last year.

Data sourced from:; additional content by WARC staff