Brand profileBeauty & Personal Care
Listerine
Brand in Beauty & Personal Care
Beauty & Personal Care
its home category
by Listerine
Oral Care
What the AIs say
#9 best · 6 of 6 agree“AI Mode ranks Listerine highest (avg #2.0 over 1 mention); Grok is the most sceptical (#16.5).”
synthesised · the AI panel
What reviewers say
3.5 / 5 ★ · 1 reviewed“Reviewers, including dental professionals, treat Listerine as a trusted, research-backed mouthwash brand with a wide range of formulas suited to different oral health needs.”
1 of 12 products reviewed
What the press says
Positive · 6 stories · 30d to Jul 26“Listerine's recent coverage centers on new product launches and creative marketing campaigns, with positive reception for its expanded mouthwash intensity range and innovative Twitch-based audio…”
synthesised · 6 articles via Google News · Dentistry Today, Marketing Dive +4
The brief
The brand in a paragraph.
Listerine ranks eighth among oral care brands, buoyed by recent product launches and creative marketing that has drawn press attention, though coverage simultaneously highlights health concerns about its alcohol content and the safety of daily use.
Why mid · Oral Care?
How Listerine earns the label.
3 of Listerine's ranked products in Oral Care carry street prices, and 2 of the 3 land in the middle third of their fields — the Cool Mint Antiseptic Mouthwash and the Total Care Anticavity Mouthwash; the rest sit 1 in the premium third.
Listerine's median street price here is $11 — in line with the $12 median across every priced product ranked in Oral Care. The label describes where the prices sit, not how good the products are.
Price neighbors — Oral Care
as of September 15 · 10 brand medians · Google Shopping?
Act one
What the machines think.
Several AI models read the whole category and rank Listerine's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
AI Mode ranks Listerine highest (avg #2.0 over 1 mention); Grok is the most sceptical (#16.5).
AI Mode
#2.0
avg over 1 mention · best #2
Gemini
#9.8
avg over 4 mentions · best #2
ChatGPT
#10.7
avg over 3 mentions · best #2
Claude
#12.9
avg over 7 mentions · best #1
Perplexity
#14.6
avg over 9 mentions · best #2
Grok
#16.5
avg over 6 mentions · best #1
The words the panel uses
AI most often praises Listerine for being "fluoride" (8 mentions) and "antiseptic" (7).
- fluoride8
- antiseptic7
- alcohol-free6
- plaque control5
- fresh breath5
- germ kill3
- kills germs3
- cavity-protection2
- gentle2
- cavity prevention2
- fresh2
- enamel2
Wins & misses?
Where it leads, where it lags.
Listerine owns the leaderboards: 1 #1 finish this snapshot, no top-tier intents below #10.
Top wins
Where it lags
No misses below #20 — Listerine is a top-tier presence everywhere it appears.
Rank trajectory?
Weeks of movement.
Across 19 weeks of tracking: 2 intents steady, 0 climbed, 2 slipped. Biggest move: slipped 14 ranks in Best Whitening Toothpastes (now #20).
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.
Video reviews?
What reviewers say about the brand.
AI summary of 3 reviews · as of Aug 2026
Reviewers, including dental professionals, treat Listerine as a trusted, research-backed mouthwash brand with a wide range of formulas suited to different oral health needs.
What they praise
- Backed by long-standing clinical research and professional endorsement, including the ADA seal of approval
- Broad product range lets users target specific concerns like gingivitis, cavities, or plaque
- Antiseptic formula acts through a broad-spectrum, non-specific mechanism that resists bacterial adaptation
- Alcohol-free variants offer a milder option for sensitive users without abandoning the brand
- Seen as effective for freshening breath and supporting gum health with regular use
What they knock
- Lineup can confuse consumers, since different colors and formulas serve very different purposes
- Original formula's strong burn and alcohol content put off some users
- Milder, alcohol-free versions may lack some of the bacteria-fighting ingredients of the original
Who reviewers think this brand is — and isn’t — for
For you if
Look elsewhere if
Synthesised from: Richard Feuer · ListerineUS · Top 5 GameChanger
Which Listerine Should I Use
Richard Feuer
Science vs Myths – LISTERINE® Antiseptic Mouthwash
ListerineUS
REVIEW (2026): Listerine Cool Mint Antiseptic Mouthwash | I REGRET WAITING THIS LONG!
Top 5 GameChanger
In the press?
What the world is saying.
What’s being written about Listerine lately — and the mood of it. 6 pieces in the 30 days to July 26, coverage skews positive.
Dentistry Today·Positive
LISTERINE Launches New Mouthwash Intensity Range (opens in a new tab)
MMarketing DiveMarketing Dive·Positive
Listerine turns mouthwashing sounds into music with Twitch creators (opens in a new tab)
TThe Shorty AwardsThe Shorty Awards·Positive
LISTERINE® x Cynthia Erivo | Wash Your Mouth (opens in a new tab)
DDrBicuspid.comDrBicuspid.com·Positive
Listerine launches range of mouthwash intensities (opens in a new tab)
MMediaPostas of July 26 · 6 stories?
Act three
The lineup, ranked.
Every Listerine product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Cool Mint Antiseptic Mouthwash is Listerine's most-recommended product, ranking across 3 buyer questions, with Total Care Anticavity Mouthwash close behind.
Antiseptic mouthwash for gum health
Antiseptic mouthwash with natural ingredients
Frequently asked
What buyers want to know.
What is Listerine known for?
Listerine ranks first among mouthwashes. The brand is known for germ-killing and antiseptic formulas, and recently expanded its lineup to include intensity options and alcohol-free versions.
What's the main concern with Listerine?
Press coverage highlights health concerns about alcohol content and the safety of daily use in some Listerine formulas. The brand has responded by launching alcohol-free options.
Does Listerine do whitening?
Listerine has whitening products in its range, though reviewers rate them less prominently than its mouthwashes. The brand ranks sixteenth for whitening strips and twentieth for whitening toothpastes.
How do I choose between Listerine formulas?
Listerine makes antiseptic, gum-health, anticavity fluoride, and zero-alcohol versions. If alcohol content concerns you, the brand offers alcohol-free options. If you want fluoride and cavity protection, look for its anticavity fluoride formulas.
Is Listerine a top oral care brand?
Listerine ranks eighth among oral care brands overall. It leads the mouthwash category but ranks lower in whitening products.
Rivals?
Who it competes against.
Listerine's closest rival is Tom's of Maine — and Listerine comes out ahead in 1 of 1 of the questions they both answer (100%).
- Tom's of MaineBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- Arm & HammerBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- GurunandaBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- CVS HealthBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- ColgateBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- Oral-BBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
- HelloBeauty & Personal CareListerine leads 1–0 · 1 shared · 1 categoryCompare
The recap
Where it stands today.
- Reviewer verdict★Not enough evidence yet — avg 3.5 / 5 from 1 reviewed product; more reviews needed before we call agreement.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #1), across 1 buying intent.
- AI verdictAI Mode ranks Listerine highest (avg #2.0); Grok most sceptical (#16.5).
- TraitsMost often associated with “fluoride” (8 mentions) and “antiseptic” (7).
- Top productCool Mint Antiseptic Mouthwash is the most-mentioned Listerine product this snapshot.
- Closest rivalTom's of Maine (1–0 across 1 shared intent).
browse Listerine in these categories