---
title: "Teeth whitening brands in Australia: Which are searched most?"
description: "Compare the at-home teeth whitening brands Australians buy. Share of Search among Hismile, Colgate Optic White, White Glo and Opalescence, the teeth whitening 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-teeth-whitening-brands"
publisher: "Brandwave"
---

# Teeth whitening brands in Australia: Which are searched most?

Compare the at-home teeth whitening brands Australians buy. Share of Search among Hismile, Colgate Optic White, White Glo and Opalescence, the teeth whitening 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**: Teeth whitening brands
- **Market**: Australia
- **Brands compared**: 4
- **Month measured**: Sep 2026
- **Highest Share of Search**: Hismile, 57.1%

## Which brand is most popular in search among teeth whitening brands in Australia?

- In September 2026, Hismile was the most searched among teeth whitening brands in Australia, with an estimated 18.1K branded searches, 57.1% of all searches for the four we track.
- Colgate Optic White is in 2nd place, 25.9 percentage points behind at 31.2%.
- Across the 12 months ending September 2026, Hismile’s share of searches among teeth whitening brands in Australia decreased from 72.8% to 57.1%.
- Across the 12 months ending September 2026, Colgate Optic White’s share of searches among teeth whitening brands in Australia increased from 17.7% to 31.2%.
- Across the 12 months ending September 2026, White Glo’s share of searches among teeth whitening brands in Australia increased from 6.2% to 7.6%.
- Across the 12 months ending September 2026, Opalescence’s share of searches among teeth whitening brands in Australia increased from 3.3% to 4.1%.
- Across the 12 months ending September 2026, Hismile’s share of searches among teeth whitening brands in Australia peaked at 87.1% in November 2025 and was lowest at 44.4% in August 2026.
- Across the 12 months ending September 2026, Colgate Optic White’s share of searches among teeth whitening brands in Australia peaked at 44.4% in August 2026 and was lowest at 7.7% in November 2025.
- Across the 12 months ending September 2026, White Glo’s share of searches among teeth whitening brands in Australia peaked at 8.2% in May 2026 and was lowest at 3.3% in November 2025.
- Across the 12 months ending September 2026, Opalescence’s share of searches among teeth whitening brands in Australia peaked at 4.7% in July 2026 and was lowest at 1.8% in November 2025.

## Top teeth whitening brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Hismile was mentioned most often, in two of the five answers. Opalescence, which ranked fourth in searches, was not mentioned at all.

Too few answers listed options to rank the brands, so only mentions are counted.

| Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- |
| Hismile | 2 of 3 | 0 of 2 | 2 of 5 |
| Colgate Optic White | 1 of 3 | 0 of 2 | 1 of 5 |
| White Glo | 1 of 3 | 0 of 2 | 1 of 5 |
| Opalescence | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about teeth whitening brands

- Asked ChatGPT "Which teeth whitening product should I use at home in Australia?": named none of the brands we track
- Asked ChatGPT "What are the best teeth whitening brands in Australia?": 1. Hismile, 2. Colgate Optic White, 3. White Glo
- Asked ChatGPT "What are the best teeth whitening strips for sensitive teeth?": 1. Hismile
- Searched Google, AI Overview "teeth whitening": named none of the brands we track
- Searched Google, AI Overview "teeth whitening strips": named none of the brands we track

Not named in any answer: Opalescence.

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 Colgate Optic White: compare search popularity](/demand/au/compare/colgate-optic-white-vs-hismile): 57.1% against 31.2% Share of Search.
- [Hismile vs White Glo: compare search popularity](/demand/au/compare/hismile-vs-white-glo): 57.1% against 7.6% Share of Search.
- [Hismile vs Opalescence: compare search popularity](/demand/au/compare/hismile-vs-opalescence): 57.1% against 4.1% Share of Search.
- [Colgate Optic White vs White Glo: compare search popularity](/demand/au/compare/colgate-optic-white-vs-white-glo): 31.2% against 7.6% Share of Search.
- [Colgate Optic White vs Opalescence: compare search popularity](/demand/au/compare/colgate-optic-white-vs-opalescence): 31.2% against 4.1% Share of Search.
- [White Glo vs Opalescence: compare search popularity](/demand/au/compare/opalescence-vs-white-glo): 7.6% against 4.1% Share of Search.

## How did search popularity change for Australia teeth whitening brands in September 2026?

- In September 2026, Hismile overtook Colgate Optic White to become the leader among teeth whitening brands in Australia, with 57.1% of the searches.
- In September 2026, Colgate Optic White lost share of searches among teeth whitening brands in Australia, from 44.4% to 31.2%.
- Estimated monthly branded searches for Opalescence in Australia rose 30% over 12 measured months, from 1K to 1.3K in September 2026.
- Estimated monthly branded searches for White Glo in Australia rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hismile | 57.1% | 18.1K | +22.3% | Hismile |
| 2 | Colgate Optic White | 31.2% | 9.9K | -33.1% | Colgate |
| 3 | White Glo | 7.6% | 2.4K | 0.0% | White Glo |
| 4 | Opalescence | 4.1% | 1.3K | 0.0% | Opalescence |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Hismile | 22.2K | 72.8% | 1 |
| Oct 2025 | Colgate Optic White | 5.4K | 17.7% | 2 |
| Oct 2025 | White Glo | 1.9K | 6.2% | 3 |
| Oct 2025 | Opalescence | 1K | 3.3% | 4 |
| Nov 2025 | Hismile | 49.5K | 87.1% | 1 |
| Nov 2025 | Colgate Optic White | 4.4K | 7.7% | 2 |
| Nov 2025 | White Glo | 1.9K | 3.3% | 3 |
| Nov 2025 | Opalescence | 1K | 1.8% | 4 |
| Dec 2025 | Hismile | 22.2K | 77.7% | 1 |
| Dec 2025 | Colgate Optic White | 3.6K | 12.6% | 2 |
| Dec 2025 | White Glo | 1.9K | 6.6% | 3 |
| Dec 2025 | Opalescence | 880 | 3.1% | 4 |
| Jan 2026 | Hismile | 18.1K | 71.3% | 1 |
| Jan 2026 | Colgate Optic White | 4.4K | 17.3% | 2 |
| Jan 2026 | White Glo | 1.9K | 7.5% | 3 |
| Jan 2026 | Opalescence | 1K | 3.9% | 4 |
| Feb 2026 | Hismile | 18.1K | 72.5% | 1 |
| Feb 2026 | Colgate Optic White | 4.4K | 17.6% | 2 |
| Feb 2026 | White Glo | 1.6K | 6.4% | 3 |
| Feb 2026 | Opalescence | 880 | 3.5% | 4 |
| Mar 2026 | Hismile | 22.2K | 76% | 1 |
| Mar 2026 | Colgate Optic White | 4.4K | 15.1% | 2 |
| Mar 2026 | White Glo | 1.6K | 5.5% | 3 |
| Mar 2026 | Opalescence | 1K | 3.4% | 4 |
| Apr 2026 | Hismile | 18.1K | 71.3% | 1 |
| Apr 2026 | Colgate Optic White | 4.4K | 17.3% | 2 |
| Apr 2026 | White Glo | 1.9K | 7.5% | 3 |
| Apr 2026 | Opalescence | 1K | 3.9% | 4 |
| May 2026 | Hismile | 14.8K | 64.1% | 1 |
| May 2026 | Colgate Optic White | 5.4K | 23.4% | 2 |
| May 2026 | White Glo | 1.9K | 8.2% | 3 |
| May 2026 | Opalescence | 1K | 4.3% | 4 |
| Jun 2026 | Hismile | 18.1K | 68.6% | 1 |
| Jun 2026 | Colgate Optic White | 5.4K | 20.5% | 2 |
| Jun 2026 | White Glo | 1.9K | 7.2% | 3 |
| Jun 2026 | Opalescence | 1K | 3.8% | 4 |
| Jul 2026 | Hismile | 18.1K | 64.9% | 1 |
| Jul 2026 | Colgate Optic White | 6.6K | 23.7% | 2 |
| Jul 2026 | White Glo | 1.9K | 6.8% | 3 |
| Jul 2026 | Opalescence | 1.3K | 4.7% | 4 |
| Aug 2026 | Colgate Optic White | 14.8K | 44.4% | 1 |
| Aug 2026 | Hismile | 14.8K | 44.4% | 2 |
| Aug 2026 | White Glo | 2.4K | 7.2% | 3 |
| Aug 2026 | Opalescence | 1.3K | 3.9% | 4 |
| Sep 2026 | Hismile | 18.1K | 57.1% | 1 |
| Sep 2026 | Colgate Optic White | 9.9K | 31.2% | 2 |
| Sep 2026 | White Glo | 2.4K | 7.6% | 3 |
| Sep 2026 | Opalescence | 1.3K | 4.1% | 4 |

## What is being compared

- **Colgate Optic White**: Measured on the search term “colgate optic white”.
- **Hismile**: Measured on the search term “hismile”.
- **Opalescence**: Measured on the search term “opalescence”.
- **White Glo**: Measured on the search term “white glo”.

- [Colgate Optic White](/demand/au/brands/colgate-optic-white)
- [Hismile](/demand/au/brands/hismile)
- [Opalescence](/demand/au/brands/opalescence)
- [White Glo](/demand/au/brands/white-glo)

## 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 teeth whitening brands in Australia?

In September 2026, Hismile was the most searched among teeth whitening brands in Australia, with an estimated 18.1K branded searches, 57.1% of all searches for the four we track.

## Cite this page

Brandwave. "Teeth whitening brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-teeth-whitening-brands

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