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The 10 Largest Toothpaste Brands in the United States
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The leading toothpaste brand in the US is Colgate, boasting a revenue of $17.967 billion and 139.37 million consumers.
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As of 2022, the global toothpaste industry had a market size of $35.5 billion.
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Colgate sells over 80 million units of toothpaste annually.
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The global toothpaste market is projected to grow at a CAGR of 6.2% through 2030.
Toothpaste is a fundamental component of oral health, serving as a paste or gel that cleans teeth and helps prevent gum disease. Dentists worldwide recommend brushing with toothpaste for two minutes twice a day, making it a staple in nearly every bathroom.
Interestingly, toothpaste was originally sold in jars before the tube became the standard packaging. Despite its necessity, toothpaste ranks lower in sales compared to other health and beauty products. Nonetheless, it generated over $3 billion in sales within the health and beauty sector in 2020.
10 Largest Toothpaste Brands in the United States
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Parent Company: Colgate-Palmolive
2022 Annual Revenue: $17.967 billion
Current CEO: Noel R. Wallace
Number of Consumers (in millions): 139.37
Followers on Instagram: 175kFounded in 1806 by William Colgate, the company originally produced soap and candles. It wasn’t until after the founder’s passing that they began selling toothpaste in jars in 1873. Colgate gained immense popularity in the 1950s and remains the most recognized toothpaste brand in the United States today.
In 1968, Colgate toothpaste was reformulated to include fluoride, enhancing its role in oral health. Although Colgate-Palmolive offers a range of health and beauty products, the Colgate brand focuses specifically on oral hygiene.
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Parent Company: Procter & Gamble
2022 Annual Revenue: $140.0 million
Current CEO: Nick Benson
Number of Consumers (in millions): 117.14
Followers on Instagram: 86.6kCrest is recognized as the second most popular brand by sales volume, with Crest 3D White being a top seller, generating $263.9 million in 2019. Although a multinational corporation, Crest operates as an American brand.
Launched in 1955, Crest was developed through research at Indiana University, aiming to create toothpaste that effectively reduces tooth decay.
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Tom’s of Maine. Kennebunk, Maine
Parent Company: Colgate-Palmolive
2022 Annual Revenue: $58.3 million
Current CEO: Tom O’Brien
Number of Consumers (in millions): 6.94
Followers on Instagram: 25.3kFounded in 1970 by Tom and Kate Chappell, Tom’s of Maine emphasizes natural ingredients and sustainability. Their toothpaste is free from artificial flavors, colors, or preservatives. The company is also known for its philanthropic efforts, donating 10% of profits to nonprofits.
Acquired by Colgate-Palmolive in 2006, Tom’s of Maine retains its original leadership and mission under CEO Tom Chappell.
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Sensodyne. London, England
Parent Company: GlaxoSmithKline
2022 Annual Revenue: $36.54 million
Current CEO: Brian McNamara
Number of Consumers (in millions): 45.61
Followers on Instagram: 16.4kSensodyne is designed for individuals with sensitive teeth, with one in three people worldwide affected by tooth sensitivity. Originally launched in 1961, Sensodyne remains a popular choice in the US market.
Sensodyne Pronamel, introduced in 2006, ranked as the second most popular toothpaste in sales with $196.7 million in 2019.
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Arm & Hammer. Ewing Township, New Jersey
Parent Company: Church and Dwight
2022 Annual Revenue: $13.3 million
Current CEO: Matthew Farrel
Number of Consumers (in millions): 13.85
Followers on Instagram: 25.4kFounded in 1846 by Dr. Austin Church and John Dwight, Arm & Hammer started with baking soda and expanded to include various health products, including toothpaste, in the 1970s. Arm & Hammer is recognized for its effectiveness and versatility.
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Aquafresh. London, England
Parent Company: GlaxoSmithKline
2022 Annual Revenue: N/A
Current CEO: Emma Walmsley
Number of Consumers (in millions): 22.59
Followers on Instagram: N/AAquafresh, which debuted in 1973, is known for its unique striped toothpaste that combines multiple benefits for fresh breath and cavity protection. Despite its popularity, it has fewer consumers compared to its sister brand, Sensodyne.
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Aim. Ewing Township, New Jersey
Parent Company: Church and Dwight
2022 Annual Revenue: N/A
Current CEO: Matthew Farrel
Number of Consumers (in millions): 14.88
Followers on Instagram: N/AAim toothpaste was introduced in 1973 by Unilever and later acquired by Church and Dwight in 2003. The brand targets budget-conscious consumers while maintaining quality.
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Close-Up. Ewing Township, New Jersey
Parent Company: Church and Dwight (US); Unilever (International)
2022 Annual Revenue: N/A
Current CEO: Matthew Farrel
Number of Consumers (in millions): 10.84
Followers on Instagram: 14.8kClose-Up, launched in 1967, was the first gel toothpaste, aimed particularly at a younger audience with its vibrant red gel and unique flavors. Church and Dwight has licensed the brand for North America since 2003.
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Pepsodent. Ewing Township, New Jersey
Parent Company: Church and Dwight (US); Unilever (International)
2022 Annual Revenue: N/A
Current CEO: Matthew Farrel
Number of Consumers (in millions): 6.71
Followers on Instagram: N/APepsodent, a collaboration between Unilever and Church and Dwight, was launched in India in 1993 and has become a leading brand there. It offers solutions for common dental issues and educates children on the importance of oral hygiene.
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Ultra Brite. New York, New York
Parent Company: Colgate-Palmolive
2022 Annual Revenue: N/A
Current CEO: Noel R. Wallace
Number of Consumers (in millions): 5.93
Followers on Instagram: N/ALaunched in 1967, Ultra Brite gained initial popularity but has seen declining sales. It is now combined with Colgate toothpaste as Colgate Ultra Brite.
Largest Toothpaste Brands in the US FAQ
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Who are the major players in the toothpaste industry?
The major players in the toothpaste industry are:
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Colgate-Palmolive
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Procter & Gamble
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GlaxoSmithKline PLC
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Unilever
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How big is the toothpaste industry?
The global toothpaste industry has a market size of $35.5 billion. The global toothpaste market is projected to grow at a CAGR of 6.2% through 2030.
- Consumer Brands
- Largest Luggage Brands
- Largest Gun Brands
- Largest Deoderant Brands
- Largest Diapers Brands
- Largest Tissues Brands
- Largest Household Cleaner Brands
- Largest Laundry Detergent Brands
- Largest Paper Towel Brands
- Largest Razorblade Brands
- Largest Shampoo Brands
- Largest Toilet Paper Brands
- Largest Toothbrush Brands
- Largest Toothpaste Brands
- Largest Skincare Brands
Author
Samantha is a lifelong writer who has been writing professionally for the last six years. After graduating with honors from Greensboro College with a degree in English & Communications, she went on to find work as an in-house copywriter for several companies including Costume Supercenter, and Blueprint Education.
