Oral diseases, particularly caries and gingivitis, continue to be widespread. Incorporating a stabilized stannous fluoride dentifrice into patients' daily oral hygiene routine is a convenient, cost effective approach to improve and protect their oral health and the appearance of their smile. Unlike other common fluorides that only provide anti-caries benefits (e.g., sodium fluoride and sodium monofluorophosphate), stabilized stannous fluoride formulations have demonstrated broader and significantly greater protection, also reducing plaque, gingivitis, erosion, sensitivity, and halitosis. To deliver the full range of benefits and simultaneously deliver whitening and tartar control benefits, stannous fluoride requires careful formulation. Procter & Gamble is the only dentifrice manufacturer with decades of patented innovations to overcome these formulation challenges, resulting in a large portfolio of stannous fluoride-containing dentifrice products marketed under the Crest® Pro-Health™ name that are available today. The most recent innovation is a "smooth texture" variant of Crest Pro-Health, containing stabilized stannous fluoride with zinc citrate as the anti-calculus agent. This product was developed to deliver a patient preferred brushing experience with the full range of benefits offered by Crest Pro-Health. This article discusses two common misconceptions about dentifrice, describes the history of key Crest stannous fluoride innovations, and outlines the research in this issue demonstrating health and cosmetic benefits of the new Crest Pro-Health smooth texture variant.