Consumer Brands

The 8 Largest Toothbrush Brands in the United States (2026 Update)

While it may seem that every toothbrush is endorsed by dentists, certain brands clearly stand out in popularity. Most people in the United States who own a toothbrush are likely familiar with Colgate and Oral-B, two giants in the dental care industry.

These companies dominate the market, producing a diverse range of toothbrushes tailored to different needs and preferences. Understanding their variety helps explain why Colgate and Oral-B remain the top contenders in the toothbrush arena.

So, what are the best-selling toothbrush brands in the U.S. as of 2026? We’ve compiled a list of the top 8 best-selling toothbrush brands, reflecting their dollar sales data from 2023.

8 Largest Toothbrush Brands in the United States

Colgate Extra Clean

2023 Dollar Sales: $46.6 million
Average Cost Per Toothbrush: $0.78

Colgate Extra Clean remains one of the most effective and affordable manual toothbrush options available, securing its top position. Priced at around $0.80 per toothbrush, its annual dollar sales are impressive, showcasing its enduring popularity.

Founded in 1873, Colgate continues to be a household name, with its toothbrush and toothpaste brands being used by over half of all U.S. households.

This toothbrush features circular power bristles for effective cleaning and an ergonomic handle for better control during use. Typically sold in packs of 6 or more, it’s economical and designed for up to 3 months of use.
Oral-B Pro-Health

2023 Dollar Sales: $45.9 million
Average Cost Per Toothbrush: $2.33

Another leading manual toothbrush brand, Oral-B Pro-Health, is slightly pricier than Colgate’s most popular offering but comes with enhanced features.

Founded in 1950, Oral-B has grown significantly, becoming a powerhouse in dental hygiene. Its Pro-Health toothbrush has CrissCross bristles angled at 16°, effectively removing up to 90% of plaque buildup and providing superior cleaning along the gum line while being gentle on enamel and gums.

These toothbrushes are often sold in packs of 6 or more, lasting up to 4 weeks with regular use.
Colgate 360 Optic White

2023 Dollar Sales: $45.3 million
Average Cost Per Toothbrush: $21.99

As the best-selling powered toothbrush in the U.S., the Colgate 360 Optic White offers superior cleaning with its dual-action head and comfortable non-slip handle.

This toothbrush excels in whitening teeth thanks to its polishing bristles and includes a cheek and tongue cleaner for comprehensive oral care. Although it is more costly than manual brushes, it provides effective and lasting results, requiring AAA batteries and replacement heads.
Colgate 360

2023 Dollar Sales: $43.3 million
Average Cost Per Toothbrush: $2.24

Similar to the Oral-B Pro-Health, the Colgate 360 toothbrush is popular for its bacteria-reducing capabilities. Research indicates that its cleaning bristles reduce bacteria significantly more than the average toothbrush.

This toothbrush also features a cheek and tongue cleaner for enhanced hygiene, and is typically sold in packs of four or more, maintaining the standard longevity of manual brushes.
Colgate 360 Total Advanced

2023 Dollar Sales: $37.8 million
Average Cost Per Toothbrush: $4.20

The Colgate 360 Total Advanced toothbrush, while the most expensive manual option here, justifies its cost with impressive features, including long bristles designed to reach deeper into the mouth.

These bristles taper for a thorough clean and include a floss-tip, along with a cheek and tongue cleaner for maximizing bacteria removal. Sold in packs of four or more, it’s meant to be replaced every three months.
Oral-B 3D White Luxe Pro-Flex

2023 Dollar Sales: $31.8 million
Average Cost Per Toothbrush: $1.69

Positioned as a mid-range toothbrush, the Oral-B 3D White Luxe Pro-Flex combines affordability with advanced cleaning features.

Its unique design allows for gentle cleaning through individual adjusting slides, effectively removing up to 90% of surface stains, making it a popular choice for those seeking to enhance their smile.

Typically available in packs of 4 or more, it remains a favorite among consumers.
Oral-B Pro-Health Clinical Pro-Flex

2023 Dollar Sales: $22.8 million
Average Cost Per Toothbrush: $3.50

The Oral-B Pro-Health Clinical Pro-Flex, while slightly pricier, offers significant benefits. Clinical trials suggest it can reduce the risk of gingivitis within two weeks of use, thanks to its flexing sides that gently clean teeth and gums while effectively removing plaque.

Sold in packs of 2 or more, this toothbrush is gaining traction for its effective cleaning capabilities.
Oral-B Indicator Contour Clean

2023 Dollar Sales: $19.4 million
Average Cost Per Toothbrush: $2.33

Rounding out our list, the Oral-B Indicator Contour Clean features unique indicator bristles that change color to signal when it’s time for a replacement. Its curved bristles are designed to navigate the contours of teeth while being gentle on gums.

Despite its advanced features, this toothbrush remains affordable, typically sold in packs of 4 for under $3 per brush.

As we move further into 2026, the toothbrush market continues to evolve, driven by innovations in technology and a heightened focus on oral health. Brands like Colgate and Oral-B not only dominate in sales but also set the standard for quality and effectiveness in dental care. Understanding these brands and their offerings is crucial for consumers aiming to maintain optimal oral hygiene.

Consumer Brands

Author

Jack Flynn

Jack Flynn is a writer for Zippia. In his professional career he’s written over 100 research papers, articles and blog posts. Some of his most popular published works include his writing about economic terms and research into job classifications. Jack received his BS from Hampshire College.

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The 8 Largest Toothbrush Brands In The United States

The 8 Largest Toothbrush Brands in the United States (2026 Update)

8 Largest Toothbrush Brands in the United States