---
title: "Oral care brands in Australia: Which are searched most?"
description: "Compare the toothpaste, toothbrush and oral care brands Australians buy. Share of Search among Hismile, Piksters, Macleans, Waterpik, Sensodyne, Listerine, Oral-B, Colgate, Philips Sonicare and Curaprox, the oral care brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-oral-care-brands"
publisher: "Brandwave"
---

# Oral care brands in Australia: Which are searched most?

Compare the toothpaste, toothbrush and oral care brands Australians buy. Share of Search among Hismile, Piksters, Macleans, Waterpik, Sensodyne, Listerine, Oral-B, Colgate, Philips Sonicare and Curaprox, the oral care brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Oral care brands
- **Market**: Australia
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: Hismile, 21.1%

## Which brand is most popular in search among oral care brands in Australia?

- In September 2026, Hismile was the most searched among oral care brands in Australia, with an estimated 18.1K branded searches, 21.1% of all searches for the ten we track.
- Piksters is in 2nd place, 3.9 percentage points behind at 17.3%.
- Across the 12 months ending September 2026, Hismile’s share of searches among oral care brands in Australia decreased from 27.4% to 21.1%.
- Across the 12 months ending September 2026, Piksters’ share of searches among oral care brands in Australia increased from 14.9% to 17.3%.
- Across the 12 months ending September 2026, Macleans’ share of searches among oral care brands in Australia decreased from 12.2% to 11.6%.
- Across the 12 months ending September 2026, Waterpik’s share of searches among oral care brands in Australia increased from 10% to 11.6%.
- Across the 12 months ending September 2026, Sensodyne’s share of searches among oral care brands in Australia decreased from 10% to 9.5%.
- Across the 12 months ending September 2026, Listerine’s share of searches among oral care brands in Australia increased from 6.7% to 7.7%.
- Across the 12 months ending September 2026, Oral-B’s share of searches among oral care brands in Australia increased from 6.7% to 7.7%.
- Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in Australia increased from 3.6% to 5.1%.
- Across the 12 months ending September 2026, Hismile’s share of searches among oral care brands in Australia peaked at 46% in November 2025 and was lowest at 17.3% in August 2026.
- Across the 12 months ending September 2026, Piksters’ share of searches among oral care brands in Australia peaked at 17.6% in July 2026 and was lowest at 11.3% in November 2025.
- Across the 12 months ending September 2026, Macleans’ share of searches among oral care brands in Australia peaked at 13.4% in May 2026 and was lowest at 7.5% in November 2025.
- Across the 12 months ending September 2026, Waterpik’s share of searches among oral care brands in Australia peaked at 13.1% in December 2025 and was lowest at 9.2% in November 2025.
- Across the 12 months ending September 2026, Sensodyne’s share of searches among oral care brands in Australia peaked at 12.4% in January 2026 and was lowest at 6.1% in November 2025.
- Across the 12 months ending September 2026, Listerine’s share of searches among oral care brands in Australia peaked at 7.7% in August 2026 and was lowest at 5% in November 2025.
- Across the 12 months ending September 2026, Oral-B’s share of searches among oral care brands in Australia peaked at 8.8% in June 2026 and was lowest at 6.1% in November 2025.
- Across the 12 months ending September 2026, Colgate’s share of searches among oral care brands in Australia peaked at 7.7% in August 2026 and was lowest at 4.1% in November 2025.
- Across the 12 months ending September 2026, Philips Sonicare’s share of searches among oral care brands in Australia peaked at 5.8% in June 2026 and was lowest at 3% in March 2026.
- Across the 12 months ending September 2026, Curaprox’s share of searches among oral care brands in Australia peaked at 2.2% in August 2026 and was lowest at 1.2% in November 2025.
- Across the 12 months ending September 2026, Waterpik rose from 5th to 4th among oral care brands in Australia.
- Across the 12 months ending September 2026, Sensodyne fell from 4th to 5th among oral care brands in Australia.
- Across the 12 months ending September 2026, Listerine rose from 7th to 6th among oral care brands in Australia.
- Across the 12 months ending September 2026, Oral-B rose from 8th to 7th among oral care brands in Australia.
- Across the 12 months ending September 2026, Colgate fell from 6th to 8th among oral care brands in Australia.
- Across the 12 months ending September 2026, Curaprox held steady: its share of searches among oral care brands in Australia moved less than 0.5 percentage points.

## Top oral care brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Oral-B was mentioned most often, in four of the five answers. Oral-B was recommended most often, coming first in two out of four answers that gave a list. Colgate was second, and Philips Sonicare was third. Hismile, which ranked first in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Oral-B | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Colgate | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Philips Sonicare | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Sensodyne | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Listerine | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Hismile | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Piksters | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Macleans | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Waterpik | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Curaprox | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about oral care brands

- Asked ChatGPT "Which toothpaste should I use in Australia?": 1. Colgate, 2. Sensodyne
- Asked ChatGPT "What are the best oral care brands in Australia?": 1. Colgate, 2. Sensodyne, 3. Oral-B, 4. Philips Sonicare, 5. Listerine
- Asked ChatGPT "What's the best electric toothbrush?": 1. Oral-B, 2. Philips Sonicare
- Searched Google, AI Overview "toothpaste": 1. Colgate, 2. Oral-B, 3. Sensodyne
- Searched Google, AI Overview "electric toothbrush": 1. Oral-B, 2. Philips Sonicare

Not named in any answer: Hismile, Piksters, Macleans, Waterpik and Curaprox.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Hismile vs Piksters: compare search popularity](/demand/au/compare/hismile-vs-piksters): 21.1% against 17.3% Share of Search.
- [Hismile vs Macleans: compare search popularity](/demand/au/compare/hismile-vs-macleans): 21.1% against 11.6% Share of Search.
- [Hismile vs Waterpik: compare search popularity](/demand/au/compare/hismile-vs-waterpik): 21.1% against 11.6% Share of Search.
- [Hismile vs Sensodyne: compare search popularity](/demand/au/compare/hismile-vs-sensodyne): 21.1% against 9.5% Share of Search.
- [Piksters vs Macleans: compare search popularity](/demand/au/compare/macleans-vs-piksters): 17.3% against 11.6% Share of Search.
- [Piksters vs Waterpik: compare search popularity](/demand/au/compare/piksters-vs-waterpik): 17.3% against 11.6% Share of Search.
- [Piksters vs Sensodyne: compare search popularity](/demand/au/compare/piksters-vs-sensodyne): 17.3% against 9.5% Share of Search.
- [Macleans vs Waterpik: compare search popularity](/demand/au/compare/macleans-vs-waterpik): 11.6% Share of Search each.
- [Macleans vs Sensodyne: compare search popularity](/demand/au/compare/macleans-vs-sensodyne): 11.6% against 9.5% Share of Search.
- [Waterpik vs Sensodyne: compare search popularity](/demand/au/compare/sensodyne-vs-waterpik): 11.6% against 9.5% Share of Search.

## How did search popularity change for Australia oral care brands in September 2026?

- In September 2026, Hismile gained share of searches among oral care brands in Australia, from 17.3% to 21.1%.
- In September 2026, Sensodyne lost share of searches among oral care brands in Australia, from 11.6% to 9.5%.
- In September 2026, Colgate lost share of searches among oral care brands in Australia, from 7.7% to 6.3%.
- Oral-B’s share of searches among oral care brands in Australia has lost ground for 3 months in a row, from 8.8% to 7.7% in September 2026.
- Philips Sonicare’s share of searches among oral care brands in Australia has lost ground for 3 months in a row, from 5.8% to 5.1% in September 2026.
- In September 2026, Listerine rose from 7th to 6th among oral care brands in Australia.
- In September 2026, Waterpik rose from 5th to 4th among oral care brands in Australia.
- Estimated monthly branded searches for Piksters in Australia rose 22.3% over 12 measured months, from 12.1K to 14.8K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hismile | 21.1% | 18.1K | +22.3% | Hismile |
| 2 | Piksters | 17.3% | 14.8K | 0.0% | Piksters |
| 3 | Macleans | 11.6% | 9.9K | 0.0% | Macleans |
| 4 | Waterpik | 11.6% | 9.9K | 0.0% | Waterpik |
| 5 | Sensodyne | 9.5% | 8.1K | -18.2% | Sensodyne |
| 6 | Listerine | 7.7% | 6.6K | 0.0% | Listerine |
| 7 | Oral-B | 7.7% | 6.6K | 0.0% | Procter & Gamble |
| 8 | Colgate | 6.3% | 5.4K | -18.2% | Colgate |
| 9 | Philips Sonicare | 5.1% | 4.4K | 0.0% | Philips |
| 10 | Curaprox | 2.2% | 1.9K | 0.0% | Curaprox |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hismile | 22.2K | 27.4% | 1 |
| Oct 2025 | Piksters | 12.1K | 14.9% | 2 |
| Oct 2025 | Macleans | 9.9K | 12.2% | 3 |
| Oct 2025 | Sensodyne | 8.1K | 10% | 4 |
| Oct 2025 | Waterpik | 8.1K | 10% | 5 |
| Oct 2025 | Colgate | 5.4K | 6.7% | 6 |
| Oct 2025 | Listerine | 5.4K | 6.7% | 7 |
| Oct 2025 | Oral-B | 5.4K | 6.7% | 8 |
| Oct 2025 | Philips Sonicare | 2.9K | 3.6% | 9 |
| Oct 2025 | Curaprox | 1.6K | 2% | 10 |
| Nov 2025 | Hismile | 49.5K | 46% | 1 |
| Nov 2025 | Piksters | 12.1K | 11.3% | 2 |
| Nov 2025 | Waterpik | 9.9K | 9.2% | 3 |
| Nov 2025 | Macleans | 8.1K | 7.5% | 4 |
| Nov 2025 | Oral-B | 6.6K | 6.1% | 5 |
| Nov 2025 | Sensodyne | 6.6K | 6.1% | 6 |
| Nov 2025 | Listerine | 5.4K | 5% | 7 |
| Nov 2025 | Colgate | 4.4K | 4.1% | 8 |
| Nov 2025 | Philips Sonicare | 3.6K | 3.3% | 9 |
| Nov 2025 | Curaprox | 1.3K | 1.2% | 10 |
| Dec 2025 | Hismile | 22.2K | 29.3% | 1 |
| Dec 2025 | Macleans | 9.9K | 13.1% | 2 |
| Dec 2025 | Piksters | 9.9K | 13.1% | 3 |
| Dec 2025 | Waterpik | 9.9K | 13.1% | 4 |
| Dec 2025 | Sensodyne | 6.6K | 8.7% | 5 |
| Dec 2025 | Oral-B | 5.4K | 7.1% | 6 |
| Dec 2025 | Listerine | 4.4K | 5.8% | 7 |
| Dec 2025 | Colgate | 3.6K | 4.7% | 8 |
| Dec 2025 | Philips Sonicare | 2.9K | 3.8% | 9 |
| Dec 2025 | Curaprox | 1K | 1.3% | 10 |
| Jan 2026 | Hismile | 18.1K | 22.7% | 1 |
| Jan 2026 | Piksters | 12.1K | 15.2% | 2 |
| Jan 2026 | Macleans | 9.9K | 12.4% | 3 |
| Jan 2026 | Sensodyne | 9.9K | 12.4% | 4 |
| Jan 2026 | Waterpik | 9.9K | 12.4% | 5 |
| Jan 2026 | Listerine | 5.4K | 6.8% | 6 |
| Jan 2026 | Oral-B | 5.4K | 6.8% | 7 |
| Jan 2026 | Colgate | 4.4K | 5.5% | 8 |
| Jan 2026 | Philips Sonicare | 2.9K | 3.6% | 9 |
| Jan 2026 | Curaprox | 1.6K | 2% | 10 |
| Feb 2026 | Hismile | 18.1K | 25.8% | 1 |
| Feb 2026 | Piksters | 9.9K | 14.1% | 2 |
| Feb 2026 | Macleans | 8.1K | 11.5% | 3 |
| Feb 2026 | Sensodyne | 8.1K | 11.5% | 4 |
| Feb 2026 | Waterpik | 8.1K | 11.5% | 5 |
| Feb 2026 | Listerine | 5.4K | 7.7% | 6 |
| Feb 2026 | Colgate | 4.4K | 6.3% | 7 |
| Feb 2026 | Oral-B | 4.4K | 6.3% | 8 |
| Feb 2026 | Philips Sonicare | 2.4K | 3.4% | 9 |
| Feb 2026 | Curaprox | 1.3K | 1.9% | 10 |
| Mar 2026 | Hismile | 22.2K | 28.1% | 1 |
| Mar 2026 | Piksters | 12.1K | 15.3% | 2 |
| Mar 2026 | Macleans | 9.9K | 12.5% | 3 |
| Mar 2026 | Waterpik | 8.1K | 10.2% | 4 |
| Mar 2026 | Sensodyne | 6.6K | 8.3% | 5 |
| Mar 2026 | Colgate | 5.4K | 6.8% | 6 |
| Mar 2026 | Listerine | 5.4K | 6.8% | 7 |
| Mar 2026 | Oral-B | 5.4K | 6.8% | 8 |
| Mar 2026 | Philips Sonicare | 2.4K | 3% | 9 |
| Mar 2026 | Curaprox | 1.6K | 2% | 10 |
| Apr 2026 | Hismile | 18.1K | 23.8% | 1 |
| Apr 2026 | Piksters | 12.1K | 15.9% | 2 |
| Apr 2026 | Macleans | 9.9K | 13% | 3 |
| Apr 2026 | Waterpik | 8.1K | 10.6% | 4 |
| Apr 2026 | Sensodyne | 6.6K | 8.7% | 5 |
| Apr 2026 | Colgate | 5.4K | 7.1% | 6 |
| Apr 2026 | Listerine | 5.4K | 7.1% | 7 |
| Apr 2026 | Oral-B | 5.4K | 7.1% | 8 |
| Apr 2026 | Philips Sonicare | 3.6K | 4.7% | 9 |
| Apr 2026 | Curaprox | 1.6K | 2.1% | 10 |
| May 2026 | Hismile | 14.8K | 20% | 1 |
| May 2026 | Piksters | 12.1K | 16.3% | 2 |
| May 2026 | Macleans | 9.9K | 13.4% | 3 |
| May 2026 | Sensodyne | 8.1K | 10.9% | 4 |
| May 2026 | Waterpik | 8.1K | 10.9% | 5 |
| May 2026 | Colgate | 5.4K | 7.3% | 6 |
| May 2026 | Listerine | 5.4K | 7.3% | 7 |
| May 2026 | Oral-B | 5.4K | 7.3% | 8 |
| May 2026 | Philips Sonicare | 3.6K | 4.9% | 9 |
| May 2026 | Curaprox | 1.3K | 1.8% | 10 |
| Jun 2026 | Hismile | 18.1K | 24% | 1 |
| Jun 2026 | Piksters | 12.1K | 16% | 2 |
| Jun 2026 | Macleans | 8.1K | 10.7% | 3 |
| Jun 2026 | Waterpik | 8.1K | 10.7% | 4 |
| Jun 2026 | Oral-B | 6.6K | 8.8% | 5 |
| Jun 2026 | Sensodyne | 6.6K | 8.8% | 6 |
| Jun 2026 | Listerine | 5.4K | 7.2% | 7 |
| Jun 2026 | Colgate | 4.4K | 5.8% | 8 |
| Jun 2026 | Philips Sonicare | 4.4K | 5.8% | 9 |
| Jun 2026 | Curaprox | 1.6K | 2.1% | 10 |
| Jul 2026 | Hismile | 18.1K | 21.5% | 1 |
| Jul 2026 | Piksters | 14.8K | 17.6% | 2 |
| Jul 2026 | Macleans | 9.9K | 11.8% | 3 |
| Jul 2026 | Waterpik | 9.9K | 11.8% | 4 |
| Jul 2026 | Sensodyne | 8.1K | 9.6% | 5 |
| Jul 2026 | Oral-B | 6.6K | 7.8% | 6 |
| Jul 2026 | Colgate | 5.4K | 6.4% | 7 |
| Jul 2026 | Listerine | 5.4K | 6.4% | 8 |
| Jul 2026 | Philips Sonicare | 4.4K | 5.2% | 9 |
| Jul 2026 | Curaprox | 1.6K | 1.9% | 10 |
| Aug 2026 | Hismile | 14.8K | 17.3% | 1 |
| Aug 2026 | Piksters | 14.8K | 17.3% | 2 |
| Aug 2026 | Macleans | 9.9K | 11.6% | 3 |
| Aug 2026 | Sensodyne | 9.9K | 11.6% | 4 |
| Aug 2026 | Waterpik | 9.9K | 11.6% | 5 |
| Aug 2026 | Colgate | 6.6K | 7.7% | 6 |
| Aug 2026 | Listerine | 6.6K | 7.7% | 7 |
| Aug 2026 | Oral-B | 6.6K | 7.7% | 8 |
| Aug 2026 | Philips Sonicare | 4.4K | 5.2% | 9 |
| Aug 2026 | Curaprox | 1.9K | 2.2% | 10 |
| Sep 2026 | Hismile | 18.1K | 21.1% | 1 |
| Sep 2026 | Piksters | 14.8K | 17.3% | 2 |
| Sep 2026 | Macleans | 9.9K | 11.6% | 3 |
| Sep 2026 | Waterpik | 9.9K | 11.6% | 4 |
| Sep 2026 | Sensodyne | 8.1K | 9.5% | 5 |
| Sep 2026 | Listerine | 6.6K | 7.7% | 6 |
| Sep 2026 | Oral-B | 6.6K | 7.7% | 7 |
| Sep 2026 | Colgate | 5.4K | 6.3% | 8 |
| Sep 2026 | Philips Sonicare | 4.4K | 5.1% | 9 |
| Sep 2026 | Curaprox | 1.9K | 2.2% | 10 |

## What is being compared

- **Colgate**: Measured on the search term “colgate”.
- **Curaprox**: Measured on the search term “curaprox”.
- **Hismile**: Measured on the search term “hismile”.
- **Listerine**: Measured on the search term “listerine”.
- **Macleans**: Measured on the search term “macleans”.
- **Oral-B**: Measured on the search term “oral b”.
- **Philips Sonicare**: Measured on the search term “philips sonicare”.
- **Piksters**: Measured on the search term “piksters”.
- **Sensodyne**: Measured on the search term “sensodyne”.
- **Waterpik**: Measured on the search term “waterpik”.

- [Colgate](/demand/au/brands/colgate)
- [Curaprox](/demand/au/brands/curaprox)
- [Hismile](/demand/au/brands/hismile)
- [Listerine](/demand/au/brands/listerine)
- [Macleans](/demand/au/brands/macleans)
- [Oral-B](/demand/au/brands/oral-b)
- [Philips Sonicare](/demand/au/brands/philips-sonicare)
- [Piksters](/demand/au/brands/piksters)
- [Sensodyne](/demand/au/brands/sensodyne)
- [Waterpik](/demand/au/brands/waterpik)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among oral care brands in Australia?

In September 2026, Hismile was the most searched among oral care brands in Australia, with an estimated 18.1K branded searches, 21.1% of all searches for the ten we track.

## Cite this page

Brandwave. "Oral care brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-oral-care-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-oral-care-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.