---
title: "Tooth whitening products: Which brands are most popular in search?"
description: "Compare the tooth whitening products people buy. Share of Search among Oral-B, Colgate, Hismile, Crest, Smile Direct Club and Snow, the tooth whitening products Brandwave compares worldwide, 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/global-en/categories/tooth-whitening-products"
publisher: "Brandwave"
---

# Tooth whitening products: Which brands are most popular in search?

Compare the tooth whitening products people buy. Share of Search among Oral-B, Colgate, Hismile, Crest, Smile Direct Club and Snow, the tooth whitening products Brandwave compares worldwide, 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**: Tooth whitening products
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Oral-B, 54%

## Which brand is most popular in search among tooth whitening products worldwide?

- In August 2026, Oral-B was the most searched among tooth whitening products worldwide, with an estimated 760K branded searches and 54% estimated Share of Search within this set.
- Colgate is in 2nd place, 22 percentage points behind at 32% Share of Search.
- Across the 11 months ending August 2026, Oral-B’s estimated Share of Search among tooth whitening products worldwide decreased from 55.1% to 54%.
- Across the 11 months ending August 2026, Colgate’s estimated Share of Search among tooth whitening products worldwide increased from 29.4% to 32%.
- Across the 11 months ending August 2026, Hismile’s estimated Share of Search among tooth whitening products worldwide decreased from 8.8% to 7.8%.
- Across the 11 months ending August 2026, Smile Direct Club’s estimated Share of Search among tooth whitening products worldwide decreased from 2.2% to 1.6%.
- Across the 11 months ending August 2026, Oral-B’s estimated Share of Search among tooth whitening products worldwide peaked at 62.3% in December 2025 and was lowest at 48.9% in March 2026.
- Across the 11 months ending August 2026, Colgate’s estimated Share of Search among tooth whitening products worldwide peaked at 32% in August 2026 and was lowest at 19.4% in November 2025.
- Across the 11 months ending August 2026, Hismile’s estimated Share of Search among tooth whitening products worldwide peaked at 13% in November 2025 and was lowest at 7.8% in August 2026.
- Across the 11 months ending August 2026, Crest’s estimated Share of Search among tooth whitening products worldwide peaked at 5.1% in March 2026 and was lowest at 3.2% in November 2025.
- Across the 11 months ending August 2026, Smile Direct Club’s estimated Share of Search among tooth whitening products worldwide peaked at 2.8% in March 2026 and was lowest at 1.6% in August 2026.
- Across the 11 months ending August 2026, Crest and Snow held steady: their estimated Share of Search among tooth whitening products worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Oral-B vs Colgate: compare search popularity](/demand/global-en/compare/colgate-vs-oral-b): 54% against 32% Share of Search.
- [Oral-B vs Hismile: compare search popularity](/demand/global-en/compare/hismile-vs-oral-b): 54% against 7.8% Share of Search.
- [Oral-B vs Crest: compare search popularity](/demand/global-en/compare/crest-toothpaste-vs-oral-b): 54% against 4.3% Share of Search.
- [Colgate vs Hismile: compare search popularity](/demand/global-en/compare/colgate-vs-hismile): 32% against 7.8% Share of Search.
- [Colgate vs Crest: compare search popularity](/demand/global-en/compare/colgate-vs-crest-toothpaste): 32% against 4.3% Share of Search.
- [Hismile vs Crest: compare search popularity](/demand/global-en/compare/crest-toothpaste-vs-hismile): 7.8% against 4.3% Share of Search.

## How did search popularity change for tooth whitening products worldwide in August 2026?

- In August 2026, Colgate gained estimated Share of Search among tooth whitening products worldwide, from 28.2% to 32%.
- In August 2026, Hismile lost estimated Share of Search among tooth whitening products worldwide, from 10.3% to 7.8%.
- In August 2026, Smile Direct Club lost estimated Share of Search among tooth whitening products worldwide, from 2.5% to 1.6%.
- Crest’s estimated Share of Search among tooth whitening products worldwide has lost ground for 3 months in a row, from 4.8% to 4.3% in August 2026.
- Estimated monthly branded searches for Snow worldwide fell 33.3% over 11 measured months, from 8.1K to 5.4K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Oral-B | 54% | 760K | +7.8% | Procter & Gamble |
| 2 | Colgate | 32% | 450K | +22.3% | Colgate |
| 3 | Hismile | 7.8% | 110K | -18.5% | Hismile |
| 4 | Crest | 4.3% | 60.5K | 0.0% | Crest |
| 5 | Smile Direct Club | 1.6% | 22.2K | -32.9% | Smile Direct Club |
| 6 | Snow | 0.38% | 5.4K | +22.7% | Snow |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Oral-B | 842K | 55.1% | 1 |
| Oct 2025 | Colgate | 450K | 29.4% | 2 |
| Oct 2025 | Hismile | 135K | 8.8% | 3 |
| Oct 2025 | Crest | 60.5K | 4% | 4 |
| Oct 2025 | Smile Direct Club | 33.1K | 2.2% | 5 |
| Oct 2025 | Snow | 8.1K | 0.53% | 6 |
| Nov 2025 | Oral-B | 1.2M | 62.2% | 1 |
| Nov 2025 | Colgate | 368K | 19.4% | 2 |
| Nov 2025 | Hismile | 246K | 13% | 3 |
| Nov 2025 | Crest | 60.5K | 3.2% | 4 |
| Nov 2025 | Smile Direct Club | 33.1K | 1.7% | 5 |
| Nov 2025 | Snow | 8.1K | 0.43% | 6 |
| Dec 2025 | Oral-B | 1.1M | 62.3% | 1 |
| Dec 2025 | Colgate | 368K | 21.8% | 2 |
| Dec 2025 | Hismile | 165K | 9.8% | 3 |
| Dec 2025 | Crest | 60.5K | 3.6% | 4 |
| Dec 2025 | Smile Direct Club | 33.1K | 2% | 5 |
| Dec 2025 | Snow | 9.9K | 0.59% | 6 |
| Jan 2026 | Oral-B | 862K | 56.7% | 1 |
| Jan 2026 | Colgate | 368K | 24.2% | 2 |
| Jan 2026 | Hismile | 165K | 10.9% | 3 |
| Jan 2026 | Crest | 74K | 4.9% | 4 |
| Jan 2026 | Smile Direct Club | 40.5K | 2.7% | 5 |
| Jan 2026 | Snow | 9.9K | 0.65% | 6 |
| Feb 2026 | Oral-B | 705K | 53.8% | 1 |
| Feb 2026 | Colgate | 368K | 28.1% | 2 |
| Feb 2026 | Hismile | 135K | 10.3% | 3 |
| Feb 2026 | Crest | 60.5K | 4.6% | 4 |
| Feb 2026 | Smile Direct Club | 33.1K | 2.5% | 5 |
| Feb 2026 | Snow | 8.1K | 0.62% | 6 |
| Mar 2026 | Oral-B | 705K | 48.9% | 1 |
| Mar 2026 | Colgate | 450K | 31.2% | 2 |
| Mar 2026 | Hismile | 165K | 11.4% | 3 |
| Mar 2026 | Crest | 74K | 5.1% | 4 |
| Mar 2026 | Smile Direct Club | 40.5K | 2.8% | 5 |
| Mar 2026 | Snow | 6.6K | 0.46% | 6 |
| Apr 2026 | Oral-B | 688K | 53.5% | 1 |
| Apr 2026 | Colgate | 368K | 28.6% | 2 |
| Apr 2026 | Hismile | 135K | 10.5% | 3 |
| Apr 2026 | Crest | 60.5K | 4.7% | 4 |
| Apr 2026 | Smile Direct Club | 27.1K | 2.1% | 5 |
| Apr 2026 | Snow | 6.6K | 0.51% | 6 |
| May 2026 | Oral-B | 688K | 54.7% | 1 |
| May 2026 | Colgate | 368K | 29.2% | 2 |
| May 2026 | Hismile | 110K | 8.7% | 3 |
| May 2026 | Crest | 60.5K | 4.8% | 4 |
| May 2026 | Smile Direct Club | 27.1K | 2.2% | 5 |
| May 2026 | Snow | 5.4K | 0.43% | 6 |
| Jun 2026 | Oral-B | 705K | 55.5% | 1 |
| Jun 2026 | Colgate | 368K | 29% | 2 |
| Jun 2026 | Hismile | 110K | 8.7% | 3 |
| Jun 2026 | Crest | 60.5K | 4.8% | 4 |
| Jun 2026 | Smile Direct Club | 22.2K | 1.7% | 5 |
| Jun 2026 | Snow | 4.4K | 0.35% | 6 |
| Jul 2026 | Oral-B | 705K | 54% | 1 |
| Jul 2026 | Colgate | 368K | 28.2% | 2 |
| Jul 2026 | Hismile | 135K | 10.3% | 3 |
| Jul 2026 | Crest | 60.5K | 4.6% | 4 |
| Jul 2026 | Smile Direct Club | 33.1K | 2.5% | 5 |
| Jul 2026 | Snow | 4.4K | 0.34% | 6 |
| Aug 2026 | Oral-B | 760K | 54% | 1 |
| Aug 2026 | Colgate | 450K | 32% | 2 |
| Aug 2026 | Hismile | 110K | 7.8% | 3 |
| Aug 2026 | Crest | 60.5K | 4.3% | 4 |
| Aug 2026 | Smile Direct Club | 22.2K | 1.6% | 5 |
| Aug 2026 | Snow | 5.4K | 0.38% | 6 |
| Sep 2026 | Colgate | — | — | — |
| Sep 2026 | Crest | — | — | — |
| Sep 2026 | Hismile | — | — | — |
| Sep 2026 | Oral-B | — | — | — |
| Sep 2026 | Smile Direct Club | — | — | — |
| Sep 2026 | Snow | — | — | — |

## What is being compared

- **Colgate**: Measured on the search term “colgate”.
- **Crest**: Measured on the search term “crest toothpaste”.
- **Hismile**: Measured on the search term “hismile”.
- **Oral-B**: Measured on the search terms “oral b”, “oral b electric toothbrush”, “oral b toothbrush”, “oral-b”, “oralb” and “oralb com”, summed into one figure.
- **Smile Direct Club**: Measured on the search term “smile direct club”.
- **Snow**: Measured on the search term “snow teeth whitening”.

- [Colgate](/demand/global-en/brands/colgate)
- [Crest](/demand/global-en/brands/crest-toothpaste)
- [Hismile](/demand/global-en/brands/hismile)
- [Oral-B](/demand/global-en/brands/oral-b)
- [Smile Direct Club](/demand/global-en/brands/smile-direct-club)
- [Snow](/demand/global-en/brands/snow)

## Methodology

- [How is branded search demand 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 tooth whitening products worldwide?

In August 2026, Oral-B was the most searched among tooth whitening products worldwide, with an estimated 760K branded searches and 54% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Tooth whitening products: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/tooth-whitening-products

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