2010s
2010 – Total Care Floss Clean toothbrush designed by Fuseproject won IDEA 2010 award.[24] Same year Reach introduced new line "Reach Total Care Plus Whitening" with toothbrush and floss, designed to whiten teeth.[25] Also in 2010 Reach started "Reach by design" collaboration with interior designers Celerie Kemble and Tom Delavan as well as celebrity fashion stylist Brad Goreski.[26][27]
2011 – Reach Total Care Plus Whitening advertising came under criticism from the National Advertising Division, that suggested J&J to change claims "Ordinary toothbrushes clean teeth. Reach whitens them" and "At the core of this revolutionary toothbrush Reach has engineered a unique row of bristles infused with calcium carbonate microwhitening technology. That means each time you brush, you're whitening teeth and removing stains".[28] As an outcome NAD determined that J&J could support the claim that "[o]rdinary toothbrushes clean teeth. Reach whitens them", but suggested to modify other claims to ensure that consumers are aware that stain removal is accomplished extrinsically, through the stain-removing abrasive action of the bristles, not intrinsically through bleaching.[28] Also in 2011 Reach continued collaboration with design celebrities, inviting Flipping Out star Jeff Lewis and Shoshanna Gruss to join "Reach by Design" project.[29][30]
2012 – In December 2012, Johnson & Johnson sold rights to market Reach toothbrushes in the United States, its territories, the Caribbean and Canada to Dr. Fresh LLC, a portfolio company of Moelis Capital Partners, for an undisclosed sum. The acquisition did not include Reach floss or other interdental products.[31]
2014 – In April 2014 Dr. Fresh introduced "Complete Care Triple Angle" toothbrushes,[32] presenting them on its website as "the most advanced Reach brushes ever made".[33]
2015 – Dr. Fresh re-introduced Mr. Reach in its advertising for "Reach Complete Care 8-in-1 Rinse".[34] At the same year Johnson & Johnson discontinued Reach brand name and rebranded Reach floss into Listerine floss, notifying consumers about this on official website in June 2015.[35]
2016 - LG Household & Health Care announced on November 1, 2016, that it agreed to acquire the Asia Pacific business of Reach brand from Johnson & Johnson.[36][37]
2017 - High Ridge Brands acquired Dr. Fresh LLC.[38]
2020 - Perrigo acquires oral care assets of High Ridge Brands including Reach.[39]
