Crest vs Smile Direct Club:Which is more popular by branded search?
In August 2026, Crest had more branded searches than Smile Direct Club among tooth whitening products worldwide. Crest was estimated to have 60.5K branded searches compared to Smile Direct Club’s 22.2K, and held a 4.3% Share of Search versus Smile Direct Club’s 1.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Crest or Smile Direct Club?
Compare the tooth whitening products people buy. 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.
Share of Search by month for Crest, Smile Direct Club. The figures are in the table below the chart.
View monthly share of search table
| Month | Oral-B | Colgate | Hismile | Crest | Smile Direct Club | Snow |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 29.4% | 8.8% | 4% | 2.2% | 0.53% |
| Nov 2025 | 62.2% | 19.4% | 13% | 3.2% | 1.7% | 0.43% |
| Dec 2025 | 62.3% | 21.8% | 9.8% | 3.6% | 2% | 0.59% |
| Jan 2026 | 56.7% | 24.2% | 10.9% | 4.9% | 2.7% | 0.65% |
| Feb 2026 | 53.8% | 28.1% | 10.3% | 4.6% | 2.5% | 0.62% |
| Mar 2026 | 48.9% | 31.2% | 11.4% | 5.1% | 2.8% | 0.46% |
| Apr 2026 | 53.5% | 28.6% | 10.5% | 4.7% | 2.1% | 0.51% |
| May 2026 | 54.7% | 29.2% | 8.7% | 4.8% | 2.2% | 0.43% |
| Jun 2026 | 55.5% | 29% | 8.7% | 4.8% | 1.7% | 0.35% |
| Jul 2026 | 54% | 28.2% | 10.3% | 4.6% | 2.5% | 0.34% |
| Aug 2026 | 54% | 32% | 7.8% | 4.3% | 1.6% | 0.38% |
| Sep 2026 | — | — | — | — | — | — |
How has the Crest and Smile Direct Club comparison changed over the last 12 months?
3 findings
- Crest was ahead of Smile Direct Club in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Crest’s estimated Share of Search among tooth whitening products worldwide moved from 4% to 4.3%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 11 months ending August 2026, Smile Direct Club’s estimated Share of Search among tooth whitening products worldwide moved from 2.2% to 1.6%, and its estimated monthly branded searches moved from 33.1K to 22.2K.
How did search popularity change for tooth whitening products worldwide in August 2026?
2 changes
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.
How each brand is measured
Brandwave collects information about searches that people make online using Crest’s and Smile Direct Club’s 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.
Crest
1 branded search term
- crest toothpaste
Smile Direct Club
1 branded search term
- smile direct club
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.