Hismile vs Macleans:Which is more popular?
In September 2026, Hismile had more branded searches than Macleans among oral care brands in Australia. Hismile had about 18,100 branded searches, while Macleans had 9,900. Hismile made up 21.1% of all oral care brand searches we track, and Macleans accounted for 11.6%. When we asked ChatGPT and Google AI Overviews about oral care brands, neither Hismile nor Macleans appeared in any of the five answers.
Who do people search for more?
Hismile, about 83% more searches than Macleans
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top oral care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Hismile nor Macleans showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Oral-B4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Sensodyne3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Colgate3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Philips Sonicare3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Listerine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Hismile0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Piksters0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Macleans0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Waterpik0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Curaprox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about oral care brands
5 answers
Asked ChatGPT
“Which toothpaste should I use in Australia?”
Asked ChatGPT
“What are the best oral care brands in Australia?”
Asked ChatGPT
“What's the best electric toothbrush?”
Searched Google, AI Overview
“toothpaste”
Searched Google, AI Overview
“electric toothbrush”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Hismile or Macleans more popular in search?
This chart shows how often people search Google for Hismile and Macleans by name. Each line represents a brand's share of searches for all ten oral care brands we track, month by month, from searches in Australia.
Share of searches by month for Hismile, Macleans. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hismile | Piksters | Macleans | Waterpik | Sensodyne | Listerine | Oral-B | Colgate | Philips Sonicare | Curaprox |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.4% | 14.9% | 12.2% | 10% | 10% | 6.7% | 6.7% | 6.7% | 3.6% | 2% |
| Nov 2025 | 46% | 11.3% | 7.5% | 9.2% | 6.1% | 5% | 6.1% | 4.1% | 3.3% | 1.2% |
| Dec 2025 | 29.3% | 13.1% | 13.1% | 13.1% | 8.7% | 5.8% | 7.1% | 4.7% | 3.8% | 1.3% |
| Jan 2026 | 22.7% | 15.2% | 12.4% | 12.4% | 12.4% | 6.8% | 6.8% | 5.5% | 3.6% | 2% |
| Feb 2026 | 25.8% | 14.1% | 11.5% | 11.5% | 11.5% | 7.7% | 6.3% | 6.3% | 3.4% | 1.9% |
| Mar 2026 | 28.1% | 15.3% | 12.5% | 10.2% | 8.3% | 6.8% | 6.8% | 6.8% | 3% | 2% |
| Apr 2026 | 23.8% | 15.9% | 13% | 10.6% | 8.7% | 7.1% | 7.1% | 7.1% | 4.7% | 2.1% |
| May 2026 | 20% | 16.3% | 13.4% | 10.9% | 10.9% | 7.3% | 7.3% | 7.3% | 4.9% | 1.8% |
| Jun 2026 | 24% | 16% | 10.7% | 10.7% | 8.8% | 7.2% | 8.8% | 5.8% | 5.8% | 2.1% |
| Jul 2026 | 21.5% | 17.6% | 11.8% | 11.8% | 9.6% | 6.4% | 7.8% | 6.4% | 5.2% | 1.9% |
| Aug 2026 | 17.3% | 17.3% | 11.6% | 11.6% | 11.6% | 7.7% | 7.7% | 7.7% | 5.2% | 2.2% |
| Sep 2026 | 21.1% | 17.3% | 11.6% | 11.6% | 9.5% | 7.7% | 7.7% | 6.3% | 5.1% | 2.2% |
How has the Hismile and Macleans comparison changed over the last 12 months?
3 findings
- Hismile was ahead of Macleans in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hismile’s share of searches among oral care brands in Australia moved from 27.4% to 21.1%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Macleans’ share of searches among oral care brands in Australia moved from 12.2% to 11.6%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for Australia oral care brands in September 2026?
1 change
In September 2026, Hismile gained share of searches among oral care brands in Australia, from 17.3% to 21.1%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hismile’s and Macleans’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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