FEEL the difference

Experience a new level of ULTRA GENTLE, extra deep clean

Over and over, consumers have told us our SONIC brushes provide a great brushing experience. That’s because they clean extra deep and are genuinely gentle. We are now proud to bring a new addition to our SONIC family – New GUM® SONIC SENSITIVE. This special brush combines superior brushing and unexpected great value to encourage more people to upgrade from manual to sonic. Now available in new consumer-preferred packaging, our new SONIC brushes create greater impact at the shelf. Join us and offer a superior brushing experience. 








New GUM SONIC SENSITIVE battery toothbrush

Designed for Sensitive Teeth and Gums


  • For an ULTRA GENTLE, extra deep clean
  • Removes plaque 88% deeper in hard-to-reach areas[1] 
  • POWER of SONIC vibrations


GUM SONIC DAILY battery toothbrush
Designed for Superior Clean for Healthy Teeth and Gums
  • For an EXTRA DEEP, gentle clean with POWER of SONIC vibrations
  • 50% more efficacy in reaching interproximal spaces and removes 47x more plaque in subgingival areas[2] 
  • Replaces GUM ActiVital® Sonic, now available in new packaging

Why sonic?

Unless consumers are tremendous brushers, a sonic toothbrush helps them take better care of their teeth and gums than a manual one. That’s because it does most of the hard work for them


Sonic vibrations move bristles from side to side and gently dislodge more plaque.

What's special about our heads?


The heads of our SONIC toothbrushes are made with special bi-level, tapered bristles than thin out at one or both ends. This allows them to reach and clean hard-to reach areas. Our SONIC brushes bring consumers the gentle extra efficacy they want


Tapered bristles have extra thin tips to effectively reach below the gum line and between the teeth. The NEW GUM SONIC SENSITIVE has ULTRA SOFT, bi-level, double tapered bristles for the ultra gentle care of sensitive teeth and gums. The GUM SONIC DAILY has SOFT, bi-level, single tapered bristles ideal for the daily care of healthy gums and teeth. 

Why have we won several awards?

The GUM SONIC line is effective and gentle and leaves consumers feeling extra fresh and clean they can feel the difference. Consumers also tell us it’s a pleasure to brush with it as it is light and compact. It also sits beautifully on their bathroom sink thanks to its sleek look and compact format, with no wires. No wonder our first SONIC toothbrush (GUM ActiVital Sonic) is the winner of 4 consumer awards[3] in France, Italy, Poland and Spain. We’re very excited for you to try the latest addition to our award-winning range, the new GUM SONIC SENSITIVE battery toothbrush for sensitive teeth and gums. 

Discover new holistic rituals for sensitive teeth and gums

GUM HYDRAL products are free from the following allergens: cinnamal and salicylaldehyd. A very low concentration of eugenol and geraniol is contained in the products.

GUM HYDRAL products do not contain any material of animal origin or gluten. 

GUM HYDRAL products do not contain gum arabic.

GUM HYDRAL products protect the oral mucosa from irritation due to dryness by forming a protective barrier over dry oral tissues. This action is favoured by an innovative combination of active ingredients. 

  • PVP: mucoadhesive and the main ingredient in the formation of a protective barrier over the oral mucosa.
  • Sodium hyaluronate: provides mechanical protection of oral soft tissues and cell layers thanks to its high viscosity. It also provides hydration.
  • Propanediol: a known humectant with moisturising properties.
  • Betaine: forms a water coating that protects oral cells.
  • Taurine: has an antioxidant role which stabilises the cell membranes and protects the cells.

Yes, GUM HYDRAL products contain sorbitol, a carbohydrate made from corn, wheat and potato. It is used to preserve moisture.

GUM HYDRAL products provide immediate and long-lasting relief from dry mouth symptoms and protect the mouth from damage due to dryness, thanks to moisturising and hydrating agents. 

To learn more about the GUM HYDRAL range, visit the solution page

[1] vs a sensitive manual flat trim toothbrush     

[2] vs a manual flat trim toothbrush

[3] Consumer awards won in France (Les Victoires de la Beauté 2018-2019), Italy (Prodotto dell’anno 2019), Poland (Influencer's Top 2019) and Spain (Producto del Año 2020).