Top Toothpaste Brands for a Radiant Smile

In today's bustling oral care market, selecting the right toothpaste brand can make all the difference for maintaining optimal dental health. With a plethora of options catering to diverse needs—be it whitening, cavity protection, or sensitivity relief—consumers are often overwhelmed by the choices available. While some brands focus on natural ingredients, others leverage advanced scientific formulas to promise a brighter, healthier smile. Curious to know which toothpaste brands stand out for their effectiveness and innovation? Read on to discover our top picks below.

Illustration of toothpaste

Best brands of toothpaste in 2025

Colgate

Colgate is a leading global brand in the oral hygiene industry, maintaining a significant market share in both toothpaste and manual toothbrushes. As of the third quarter of 2023, Colgate held a 41.0% global market share in toothpaste and a 31.5% share in manual toothbrushes. In the United States, Colgate's share of the toothpaste market was 33.7%, with a 40.9% share of the manual toothbrush market year to date. Founded by William Colgate in 1806, the company has a rich history and is known for its innovative products and strong marketing strategies. Colgate's offerings, such as Colgate Total and Colgate Optic White, are renowned for their effectiveness in oral health care. For more information, visit their official website.

Crest

Crest, a brand under Procter & Gamble Co., stands as a leading producer of toothpaste, commanding a noteworthy 34.7% market share. In 2021, Procter & Gamble was the top toothpaste seller in the U.S., generating over $1 billion in sales. Crest products meet diverse consumer needs, offering solutions for sensitive teeth and teeth whitening while being positioned in the middle-price category, with prices starting at approximately $2.99. The brand's popularity is illustrated by its "Heavy" usage category, with 38.9% of users classified as heavy users. Crest's success further highlights its contribution to 13% of Procter & Gamble's total sales in 2018. For more detailed insights, visit the toothpaste statistics article.

Sensodyne

Sensodyne is a leading brand in the toothpaste market, particularly in the sensitivity category, which has grown from a niche to 20% of the UK toothpaste market. Acquired by GlaxoSmithKline (GSK) in 2000, Sensodyne transformed from a small brand with 5% penetration to a $1 billion global brand, now commanding a 65% value share in the sensitivity category. It is the #1 dentist-recommended brand for sensitive teeth and has achieved double-digit growth year-over-year. Sensodyne's success is attributed to its effective marketing strategy that educated consumers about the treatable condition of tooth sensitivity. The brand sustains a strong price premium and continues to innovate, such as with its Sensodyne Total Care toothpaste used by an estimated 4.6 million people in 2020.

Arm & Hammer

Arm & Hammer is a notable player in the toothpaste market, having successfully carved out a significant niche with its baking soda-based products. As of 2005, Arm & Hammer held nearly 10% of the U.S. toothpaste market, a substantial increase from the 2% predicted in 1988. The brand's baking soda toothpaste accounts for a considerable portion of the market, with baking soda products expected to reach up to 25% of the total market by the end of that year. Arm & Hammer toothpastes are formulated with 100% pure baking soda, offering deep cleaning and acid neutralization, and are less abrasive than other brands. For more information on their products, visit the Arm & Hammer toothpaste selection.

Tom's of Maine

Tom's of Maine is a renowned brand in the toothpaste market, particularly celebrated for its natural and organic products. Founded in 1970 by Tom and Kate Chappell, the company has established itself as the #1 natural children's toothpaste brand. In 2018, Tom's of Maine generated approximately $76 million in sales, highlighting its significant presence in the market. The brand is known for its commitment to using natural ingredients and its stewardship model, which includes donating 10% of its profits to nonprofits each year. Tom's of Maine's products are favored for their effectiveness and eco-friendly approach. For more information about their natural and organic products, visit their website.

Aquafresh

Aquafresh, introduced in 1973 by SmithKline Beecham (now GlaxoSmithKline), is a prominent toothpaste brand known for its distinctive striped design, initially featuring blue and white stripes representing fresh breath and tooth decay prevention. It was the first striped toothpaste in the market and has since added a third red stripe. Aquafresh holds a significant market share, with around 7.1% of the market, and is particularly popular for its range of oral care products for adults and children. Despite its ethical challenges, such as low scores in animal welfare and vegetarian/vegan criteria, Aquafresh is recognized for its environmental reporting and sustainability targets. The brand continues to evolve, incorporating new flavors and packaging to meet consumer demands. For more details about their initiatives and products, visit the Aquafresh website.

Pepsodent

Pepsodent, although not among the top market leaders, is a notable brand in the toothpaste market, particularly under the Unilever umbrella. In 2022, Pepsodent held a market share of 0.4%, a significant drop from its 2% share in 1996, indicating a need for strategic adjustments to compete with dominant brands like Crest and Colgate, which hold 34.7% and 33.5% of the market, respectively. For more details on Pepsodent's offerings and innovations, visit their official Pepsodent page.

Biotene

Biotene is renowned as the #1 dentist, pharmacist, and hygienist recommended brand for managing Dry Mouth, with a wide range of products including toothpaste, oral rinses, and moisturizing gels. Their Gentle Mint Fluoride Toothpaste is SLS-free, alcohol-free, and sugar-free, making it an ideal choice for those with sensitive mouths. Biotene products are designed to provide long-lasting relief from Dry Mouth symptoms, with some formulations offering relief for up to 4 hours. The brand's popularity is evident, with 1.62 million Americans using Biotene mouthwash or dental rinse 8 or more times a week in 2020. Biotene's commitment to oral health is reflected in its extensive product line and strong professional recommendations. For more information on their products, visit the Biotene official website.

Parodontax

Parodontax, a brand under Haleon (formerly part of GSK), stands out as a leading producer of toothpaste specialized in gum health, with a global presence in over 60 markets and a notable 1.1% global share of the toothpaste market. Despite the challenges in the oral care sector, Parodontax achieved significant growth, becoming the fastest-growing global toothpaste brand, with its value growth doubling the target by the end of 2017. The brand's success is marked by its clinically proven effectiveness in reducing bleeding gums and plaque, and its redesign led to a substantial increase in sales and market share, particularly in competitive markets like the USA and UK. In the USA, Parodontax achieved what major brands like Colgate and P&G could not, and in the UK, it doubled its market share. This growth underscores Parodontax's commitment to oral health and its innovative approach to addressing gum health issues.

Marvis

Marvis is renowned as one of the best producers of toothpaste, offering a unique and sophisticated brushing experience with its diverse flavor options, including Classic Strong Mint, Aquatic Mint, and Jasmine Mint. Known for its high-quality, cruelty-free, and vegan formulations, Marvis toothpaste provides exceptional whitening benefits, plaque and tartar control, and a fresh, clean feeling akin to a dental cleaning. The brand's products are made in Italy using a dense formula that ensures maximum protection and oral hygiene. Marvis toothpaste is highly praised for its delicious flavors and effective performance, making it a top choice among consumers seeking premium oral care products. With its compact design and long-lasting usage, Marvis toothpaste is a worthwhile investment for those seeking superior oral health.