our story

The name of the brand itself, R.O.C.S. (Revitalizing Oral Care Systems), precisely reflects the product’s concept. R.O.C.S. toothpastes are cosmetic, medicinal and prophylactic – they strengthen the enamel, increase tooth resistance to caries, relieve and prevent inflammation of the gums, freshen the breath and give the teeth back their natural whiteness. Long-lasting tooth and gum hygiene is a trademark of R.O.C.S. products.


The brand’s philosophy can be expressed in three words: quality, effectiveness, safety. When developing toothpaste formulas, the WDS laboratory pays a lot of attention to the quality of ingredients, their compatibility and the amounts in which they would be most effective.


One specific feature of the R.O.C.S. toothpastes is the extremely scant use of fluorides. Most of the toothpastes do not contain fluoride at all, and when it is used, it is used in relatively small amounts. However, R.O.C.S. toothpastes that does not contain fluoride is not less effective than those of its competitors that do contain fluoride, offering safer caries prophylaxis.


As an alternative to fluoride, a set of minerals that contain the biologically available calcium, phosphate and magnesium is used. The anti-caries effectiveness of the revitalizing formula used in R.O.C.S. toothpastes had been proven by a two-year study of school caries prevention, which was carried out under the supervision of the World Health Organization. The formula is also used in treating children’s early caries without the risk of negative side effects, as well as in cosmetic dentistry.


The anti-adhesive properties or bromelain and xylitol are the most important active ingredients in the R.O.C.S. formula. Bromelain, synthesized from pineapple stems, decomposes plaque and prevents the formation of new plaque. Xylitol, being a natural ingredient, has antimicrobial properties, which are used to fight caries-producing bacteria and fungi. Based on clinical trials, microbiologists have concluded that R.O.C.S. toothpastes possess prebiotic qualities and normalize the composition of the oral microflora.

In search of new formulas

The formulas of new products are subjected to strenuous laboratory and clinical trials, both in the development stage and after the launch of the product. The results of these trials are always published in specialized medical publications, and also presented at scientific conferences including the FDI World Dental Federation congresses.


Today the laboratory owns more than 50 formula patents, while it's researches have been made to be the basis for more than 10 scientific studies.


The use of a large quantity of natural components also demands special production techniques, which make the production itself more complex and time-consuming than normal. In order to preserve the beneficial properties of the components, R.O.C.S. toothpastes are synthesized at low temperatures, which takes eight hours instead of the usual two.

Special approach to children

R.O.C.S. produces about a hundred different toothpastes, each designed for a specific age group, from children to the elderly.


The R.O.C.S. Baby toothpaste can be used even before any teeth have appeared, in order to protect the gums. At this age, children are not yet able to rinse their mouths, and almost always swallow all toothpaste. This is the reason why this particular toothpaste is manufactured using natural components, which are not harmful when swallowed, do not cause allergic reactions and lessen the discomfort of teething. (We know our toothpaste is tasty, but it doesn't mean it's safe to eat it)


For the 0-3 age group, the company offers the R.O.C.S. Baby, for the 3-7 age group – R.O.C.S. Kids, while for the 6-12 age group – R.O.C.S. Junior. The formulas of these toothpastes have been developed while paying special attention to how the teeth develop at each specific aging stage. Besides toothpastes, the company also manufactures several dental rinses, as well as a wide variety of oral hygiene utensils: brushes, dental floss and interdental brushes.

Expanding abroad

Today R.O.C.S. oral care products are available in more than 50 countries.