This week’s race
Colgate leads; Crest climbs 4 spots.
Power ranking
Who leads this sub.
This week?
Listerine climbed sixteen spots to land at number twelve, the week's sharpest rise in oral care rankings. Hello jumped fourteen places to number eight. Two newcomers arrived inside the top twenty: TheraBreath at thirteen and Hismile at seventeen. Colgate held the lead while H2ofloss and Marvis each dropped fifteen spots, falling out of the upper ranks. The category shifted fast.
The questions?
These rankings answer 6 buyer questions. Open any one for the head-to-head.
The subcategory score is an aggregate. Each question has its own AI ranking, reviewer check and weekly movement — that's where the picks actually come from.
Act one
Where the machines rank them.
Three AI models rank every brand in this sub — who just arrived, the full board, the lineups each fields, and who owns each trait.
Newcomers
Just arrived.
new · Jun 2026
#95 · in best mouthwashes
new · Jun 2026
#64 · in best water flossers
new · Jun 2026
#99 · in best electric toothbrushes
new · Jun 2026
#77 · in best toothpastes for sensitive teeth
new · Jun 2026
#56 · in best teeth whitening strips
new · Jun 2026
#75 · in best water flossers
new · Jun 2026
#85 · in best toothpastes for sensitive teeth
new · Jun 2026
#91 · in best toothpastes for sensitive teeth
new · Jun 2026
#46 · in best toothpastes for sensitive teeth
Full ranking
Every brand ranked.
as of June 15 · vs June 16 · 6 intents?
Brand portfolios
What each brand fields here.
Act two · ★ new
What people & press say.
Where the AI ranking and the reviewers part ways — and which of these brands are making news right now.
In the press
Which brands are making news.
3 brands in Oral Care drew coverage in the last 30 days — the mood skews positive.?
Burt's BeesPositive
Burt's Bees generates predominantly positive coverage centered on innovative product launches, particularly a viral pickle-flavored lip balm collaboration with Grillo's Pickles, alongside celebrity en
via The Clorox Company, Drug Store News, WWD · 8 stories
PhilipsPositive
Philips coverage is mostly positive around product innovation and healthcare partnerships, though offset by real estate divestment news and pricing criticism on smart home devices.
via British GQ, The Business Journals, Hueblog.com · 8 stories
PanasonicMixed
Panasonic's recent coverage is dominated by positive product reviews of the new Lumix L10 camera and aviation tech deployments, though stock valuation concerns temper the overall sentiment.
via The Phoblographer, Inavate Magazine, Y.M.Cinema Magazine · 8 stories
as of June 13 · 3 brands?
Act three
How the models think.
Where each brand actually competes across the buyer questions, and the running ledger of what just moved in this sub.
Intent dominance
Where each brand actually competes.
as of June 15 · 6 intents?
Ledger?
What just moved in this sub.
- ▼ fall#30 → #83
- ▼ fall#7 → #38
- ▼ fall#28 → #54
- ✦ debutdebut at #12
- ▼ fall#23 → #39
- ▼ fall#19 → #34
- ✦ debutdebut at #18
- ▼ fall#16 → #28
- ▼ fall#15 → #26
- ✦ debutdebut at #20
- ▼ fall#21 → #31
- ▲ climb#22 → #13
- ▲ climb#17 → #10
- ✦ debutdebut at #23
- ▼ fall#26 → #33
- ▼ fall#13 → #19
- ▲ climb#27 → #21
- ✦ debutdebut at #24
- ▲ climb#20 → #15
- ✦ debutdebut at #25
about oral care
Pick by what you need
- buying intents · in products →
- Best Electric Toothbrushes
- Best Whitening Toothpastes
- Best Water Flossers
- Best Mouthwashes
- Best Teeth Whitening Strips
- Best Toothpastes for Sensitive Teeth
interesting facts from oral care
The oral care market splits into camps. Colgate and Crest hold the center—mass brands built on fluoride and cavity claims. Sensodyne owns sensitivity. Arm & Hammer comes in on baking soda. Oral-B leads in electric brushes. Listerine dominates rinse. Smaller brands like Tom's and Hello chase natural ingredients for buyers who distrust the big players. Each brand built a moat around one thing and defended it.
What matters is who you are and what you need. A person with sensitive teeth looks to Sensodyne. A parent buying for the family buys Crest or Colgate out of habit. Someone hunting natural products skips the majors entirely. A buyer with an electric toothbrush probably follows that brand into its paste and rinse. The choice depends less on which brand is best and more on which problem you're trying to solve.
The brand rail stops here. For the individual products inside this sub, switch to the product view.