British oral care brand Waken is entering the Christmas gifting market for the first time, with two new products launching at Sainsbury’s this September. The launch marks Waken’s first move outside the traditional oral care aisle, with its Whitening Toothpaste Cracker and Sonic Smile Washbag set to land in around 180 Sainsbury’s stores for Christmas 2026.
Since January 2025, Rylan Clark has been an investor and Creative Director at Waken, helping the brand bring a playful approach to oral care. Rylan will also feature in the campaign supporting the new Christmas range.
The Waken Whitening Toothpaste Cracker puts a full-size Waken Whitening Toothpaste inside a Christmas cracker, creating a practical stocking filler designed to be used well beyond Christmas Day. The Waken Sonic Smile Washbag contains a graphite grey sonic toothbrush, full-size whitening toothpaste and a travel size toothpaste and mouthwash. This is Waken’s first complete gift set and brings its everyday oral care routine into a giftable format.
Both products are assembled in the UK and will be available at Sainsbury’s from September 2026. The launch comes as Waken continues to grow ahead of the wider oral care category. The brand has now sold more than 5.6 million products, is stocked in more than 1,350 UK stores, and retail sales are up 45% year-on-year.
Rylan Clark, creative director and investor at Waken, says: “Waken has always been about making oral care less boring, so I love the idea of taking it into Christmas gifting. These are gifts people will actually use – and hopefully have a bit of fun opening too.”
The Waken Whitening Toothpaste Cracker (RRP: £8) and Waken Sonic Smile Washbag (RRP: £40) are launching in the largest Sainsbury stores and online from September 2026.
