Beauty & Personal Care › Oral Care
Total Whitening Toothpaste
Whitening toothpaste
Budget · bottom third of oral care
Quick take
In short: what each side says
AI panel · Buyers — each opened up in full further down ↓
Gemini ranks this product at #26.0 on average
Owners praise the whitening results and plaque-fighting benefits, but divide over the mint flavor intensity, the new formula's clean-feeling performance, and potential sensitivity issues from…
The juries split — Divided. Check both sides before you commit.
Main competitors
Top rivals in Oral Care.
The verdict
What the panel makes of it.
Colgate Total Whitening Toothpaste is a fluoride gel made by Colgate-Palmolive. First released in 2005, it was developed in the United States. The formula contains sodium fluoride and polyphosphate salts that remove surface stains. Consumers buy it for teeth whitening and stain prevention without abrasive scrubbing. AI assistants currently rank it number seven for best whitening toothpastes.
Act one
What the machines think.
Several AI models read the category and place this product — model by model, list by list, over time.
Model by model?
How each AI sees it.
Gemini ranks this product at #26.0 on average Averaging across the AI panel, Total Whitening Toothpaste sits around #26.0 this snapshot.
Grok
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Didn’t rank Total Whitening Toothpaste this snapshot.
GPT
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Didn’t rank Total Whitening Toothpaste this snapshot.
Perplexity
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Didn’t rank Total Whitening Toothpaste this snapshot.
AI Mode
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Didn’t rank Total Whitening Toothpaste this snapshot.
Claude
Didn’t rank Total Whitening Toothpaste this snapshot.
Rank trajectory?
Weeks of movement.
Act two · ★ new
What the people say.
The same product, judged by the owners who bought and filmed it — what they praise, what they knock, who it's for.
What buyers say?
What Google knows about it.
Beyond the video critics, Google pools 16,892 buyer ratings of the Total Whitening Toothpaste from across retailers — a far wider, if blunter, jury. Here’s the shape of that opinion.
16,892 ratings · 7 written
across 2 retailers
What owners single out
The weakest buyer aspect—clean feeling & freshness—directly overlaps the video reviewers' concern about formula changes diminishing the toothpaste's cleaning efficacy.
In their words
“Colgate Total Active Protection Plaque Cleanse After just one use I could immediately tell my teeth looked whiter and brighter thanks to this toothpaste that puts in extra effort so you don't have to. It starts as a blue gel that brushes into a foam to fight against gingivitis, plaque, tartar, sensitivity, weak enamel, stains, bad breath and cavities.”
Jasmine J · verified purchase · influenster.com
“I recently received a new order of my longtime favorite toothpaste/gel combo only to find the packaging which has been changing slightly over the paste few years has a brand new formula inside. I've been using this Colgate gel plus whitening paste since it came to fruition. No offense but this new formula sucks. It doesn't give you the same amazingly clean feeling I used to get.”
Candigyrl84 · verified purchase · colgate.com
as of June 25 · 16892 buyer ratings?
Frequent rivals?
What it competes against.
- Simply White Natural ToothpasteTom's of MaineTom's of Maine leads 1–0 · 1 sharedRead
- Optic White ComfortColgateTotal Whitening Toothpaste leads 1–0 · 1 sharedRead
- Whole Care Whitening ToothpasteTom's of MaineColgate leads 1–0 · 1 sharedRead
- Everfresh+ Whitening ToothpasteClose-UpColgate leads 1–0 · 1 sharedRead
- Arm & Hammer Baking Soda and Peroxide Whitening ToothpasteArm & HammerColgate leads 1–0 · 1 sharedRead
- Optic White High Impact 2026ColgateTotal Whitening Toothpaste leads 1–0 · 1 sharedRead
- Tooth Powder Original WhiteningEucrylColgate leads 1–0 · 1 sharedRead
The recap
Where it stands today.
- PositionBest rank #26 across 1 intent tracked (slipped 6 this week).
- FootprintStrongest in Best Whitening Toothpastes (#26).
- TraitsMost often described as “daily whitening”.
- Closest rivalSimply White Natural Toothpaste (0–1 across 1 shared intent).
- MakerBy Colgate — see how it ranks across other intents on its brand profile.
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