Colgate started in New York in 1806 when William Colgate made soap and candles. The company shifted to toothpaste and dominated that market for a century. Colgate's fluoride toothpaste became the standard after widespread adoption in the 1950s. Today Colgate-Palmolive operates in over 200 countries and holds the number two rank in Beauty & Personal Care across 21,133 tracked brands. Toothpaste remains their core business, though they also make mouthwash, pet food, and home care products. The brand sits in millions of bathrooms globally, the choice for basic dental hygiene.

Act one

What the machines think.

Three AI models read the whole category and rank Colgate's products — model by model, list by list, over time.

№ 02

Model by model?

How each AI sees it.

Claude ranks Colgate highest (avg #8.6 over 10 mentions); ChatGPT is the most sceptical (#13.8).

Claude
#8.6
avg over 10 mentions · best #1
perplexity
#12.4
avg over 15 mentions · best #1
Gemini
#13.7
avg over 11 mentions · best #1
ChatGPT
#13.8
avg over 16 mentions · best #1

№ 03

Wins & misses?

Where it leads, where it lags.

Colgate lands 5 top-10 placements (including 1 #1) with no clear weak spots in tracked intents.

Top wins

strongest leaderboard placements

Where it lags

lowest-ranked intents

No misses below #20 — Colgate is a top-tier presence everywhere it appears.

№ 04

Rank trajectory?

Weeks of movement.

Across 6 weeks of tracking: 3 intents steady, 2 climbed, 1 slipped. Biggest move: climbed 6 ranks in Best Teeth Whitening Strips (now #2).

Act two · ★ new

What the people say.

The same lineup, judged by the owners who bought and filmed it — and the press that covers them.

№ 05

Video reviews?

What reviewers say about the brand.

Best toothpaste in india | Colgate swarna vedshakti review | Quality Mantra
Quality Mantra

Colgate Total VS Sensodyne Complete Protection!! #colgate #sensodyne #toothpaste #products #review
Namma Dentist

Is dollar store toothpaste worth it? #toothpaste #colgate #affordable #oral health #toothgoals
Just Mouthing Off by Tooth Goals

Act three · ★ new

Do they agree?

Put the two verdicts side by side — every product with its AI rank and its reviewer score — and see where the machines and the buyers line up, and where they don't.

№ 06

The lineup, reconciled?

Every product — both verdicts.

Sensitive Pro-Relief Enamel Repair is Colgate's most-recommended product, ranking across 2 buyer questions, with Optic White Whitening Mouthwash close behind.

№ 07

Traits?

The words the panel uses.

AI most often praises Colgate for being "whitening" (6 mentions) and "daily use" (6).

whitening6
daily use6
peroxide5
hydrogen peroxide5
enamel safe4
fluoride4
sensitivity relief3
enamel repair3
antibacterial3
gum health2
fresh breath2
deep stain removal2

№ 08

Rivals?

Who it competes against.

Colgate's closest rival is Oral-B — and Colgate comes out ahead in 4 of 5 of the questions they both answer (80%).

Oral-B
Beauty & Personal Care
Colgate leads 4–1
Across 5 shared questions
Moon
Beauty & Personal Care
Colgate leads 4–0
Across 4 shared questions
Arm & Hammer
Beauty & Personal Care
Colgate leads 4–0
Across 4 shared questions
Hello
Beauty & Personal Care
Colgate leads 4–0
Across 4 shared questions
Sensodyne
Beauty & Personal Care
Colgate leads 3–1
Across 4 shared questions
Crest
Beauty & Personal Care
Colgate leads 2–1
Across 4 shared questions · 1 tied
Philips
Beauty & Personal Care
Colgate leads 3–0
Across 3 shared questions

№ 09

The recap

Where it stands today.

FootprintStrongest in Beauty & Personal Care (best #1), across 5 buying intents.
AI verdictClaude ranks Colgate highest (avg #8.6); ChatGPT most sceptical (#13.8).
TraitsMost often associated with “whitening” (6 mentions) and “daily use” (6).
Top productSensitive Pro-Relief Enamel Repair is the most-mentioned Colgate product this snapshot.
Closest rivalOral-B (4–1 across 5 shared intents).

browse Colgate in these categories

#1Beauty & Personal Care