Beauty & Personal Care
its home category
by Supersmile
Whitening toothpaste with professional-strength formula
What the AIs say
#19 best · 5 of 6 agree“Perplexity ranks Supersmile highest (avg #3.0 over 1 mention); Claude is the most sceptical (#29.0).”
synthesised · the AI panel
What the press says
Positive · 6 stories · 30d“Supersmile received predominantly positive coverage centered on product launches and promotional deals, though criticism emerged around premium pricing.”
synthesised · 6 articles via Google News · Health: Trusted and Empathetic Health and Wellness Information, AOL.com +4
The brief
The brand in a paragraph.
Supersmile began in the United States as a professional teeth-whitening brand. Dr. Irwin Smigel, a pioneering cosmetic dentist, founded the company to bring whitening treatments from his Manhattan practice to consumers at home. The brand built its reputation on professional-strength whitening gel and custom trays, products dentists themselves used. Supersmile's breakthrough came through partnerships with dental professionals who endorsed the formulas. Today the brand operates across multiple continents, selling whitening systems, toothpaste, and maintenance products. It ranks among the top beauty and personal care brands tracked globally, holding position fourteen across twenty-one thousand brands. The company remains known for whitening efficacy backed by dental credentials rather than celebrity endorsement alone.
Act one
What the machines think.
Several AI models read the whole category and rank Supersmile's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Perplexity ranks Supersmile highest (avg #3.0 over 1 mention); Claude is the most sceptical (#29.0).
Perplexity
#3.0
avg over 1 mention · best #3
AI Mode
#4.0
avg over 1 mention · best #4
ChatGPT
#9.0
avg over 1 mention · best #9
Gemini
#16.0
avg over 2 mentions · best #7
Claude
#29.0
avg over 1 mention · best #29
The words the panel uses
AI most often praises Supersmile for being "premium" (3 mentions) and "calprotectin" (1).
- premium3
- calprotectin1
- calprox1
- calprox technology1
- cosmetic dental1
- dentist-favorite1
- freshens breath1
- gentle1
- ph balancing1
- plaque-lifting1
- professional grade1
- professional-grade1
Wins & misses?
Where it leads, where it lags.
1 top-10 win versus 1 lag spot where Supersmile finishes below #20.
Top wins
Where it lags
Rank trajectory?
Weeks of movement.
Across 13 weeks of tracking: 2 intents steady, 2 climbed, 0 slipped. Biggest move: climbed 12 ranks in Best Teeth Whitening Strips (now #18).
Act two · ★ new
What the people say.
The same lineup, judged by the press that covers them.
In the press?
What the world is saying.
What’s being written about Supersmile lately — and the mood of it. 6 pieces in the last 30 days, coverage skews positive.
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HHealth: Trusted and Empathetic Health and Wellness InformationHealth: Trusted and Empathetic Health and Wellness Information·Positive
Tested & Dentist-Approved: These 9 Whitening Toothpastes Provide Real Results
EE! News
OOrthodontic ProductsOrthodontic Products·Neutral
Supersmile Superstrips are Dissolving Teeth Whitening Strips
TTeen VogueTeen Vogue·Critical
This Toothpaste is $150 — That Is All
PPR NewswirePR Newswire·Positive
Supersmile® Launches Highest Performing Line of Whitening Productsas of July 26 · 6 stories?
Act three
The lineup, ranked.
Every Supersmile product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Professional Whitening Toothpaste is Supersmile's most-recommended product, ranking across 4 buyer questions, with Teeth Whitening Toothpaste close behind.
Whitening toothpaste with professional-strength formula
Thin evidence · 1 source?Rivals?
Who it competes against.
Supersmile's closest rival is Arm & Hammer — and Supersmile comes out ahead in 2 of 2 of the questions they both answer (100%).
- Arm & HammerBeauty & Personal CareSupersmile leads 2–0 · 2 shared · 1 categoryCompare
- ParodontaxBeauty & Personal CareEven 1–1 · 2 shared · 1 categoryCompare
- Burt's BeesBeauty & Personal CareEven 1–1 · 2 shared · 1 categoryCompare
- HelloBeauty & Personal CareEven 1–1 · 2 shared · 1 categoryCompare
- LumineuxBeauty & Personal CareEven 1–1 · 2 shared · 1 categoryCompare
- Oral-BBeauty & Personal CareEven 1–1 · 2 shared · 1 categoryCompare
- Tom's of MaineBeauty & Personal CareEven 1–1 · 2 shared · 1 categoryCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #3), across 2 buying intents.
- AI verdictPerplexity ranks Supersmile highest (avg #3.0); Claude most sceptical (#29.0).
- TraitsMost often associated with “premium” (3 mentions) and “calprotectin” (1).
- Top productProfessional Whitening Toothpaste is the most-mentioned Supersmile product this snapshot.
- Closest rivalArm & Hammer (2–0 across 2 shared intents).
browse Supersmile in these categories