Top Companies in the Oral Rinses

The global oral rinses market is projected to reach 5.89 billion in 2030 from USD 4.30 billion in 2025, at a CAGR of 6.5% during the forecast period. A number of factors influence the oral rinse market. The two most notable ones are the rising global population and consumer awareness of oral health, which has led to a greater emphasis on preventive dental care. This creates a favourable atmosphere for innovative remedies like medicinal mouthwashes that treat conditions like dry mouth, gingivitis, plaque, and halitosis.

Also, continued innovations in formulations (alcohol-free, herbal, and probiotic-based), delivery mechanisms, and product personalization are making oral rinses more effective, appealing, and user-friendly—broadening their usage across both daily hygiene and clinical settings.

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Certain challenges may, however, impede market expansion. These include regulatory differences across regions, high competition from substitutes (like toothpaste and gum), price sensitivity in emerging markets, and low consumer adherence to regular use.

Prominent players in the global oral rinses market include Colgate-Palmolive Company (US), Kenvue (US), Procter & Gamble (US), Haleon Group of Companies (UK), Unilever (UK), Church & Dwight Co., Inc. (US), and Lion Corporation (Japan).

Key players in the oral rinses market have adopted a mix of organic and inorganic growth strategies—such as product launches, acquisitions, collaborations, partnerships, agreements, and expansions—to enhance their global presence and increase market share. These initiatives have enabled them to expand geographically and deliver oral rinses across diverse regions.

• In September 2024, Colgate-Palmolive Company (US) announced launch of Colgate PerioGard Protect mouthwash in Canada.
• In June 2024, The Church & Dwight Co., Inc. (US) announced that it had launched TheraBreath Deep Clean Oral Rinse in US.

Kenvue (US) is a leading global player in the market for oral rinses.

Kenvue, formerly the Consumer Health division of Johnson & Johnson, became an independent publicly listed company in 2023. It operates across three core segments—Self Care, Skin Health & Beauty, and Essential Health—with oral rinses offered under its Essential Health portfolio. A key component of Kenvue's oral hygiene products is Listerine, one of the most widely used and clinically recommended antiseptic mouthwashes. The brand is widely trusted by both consumers and dental professionals due to its strong clinical validation for lowering plaque, gingivitis, and bad breath. Kenvue, which is present in more than 165 nations, maintains its dominance in the oral rinses market by utilising its extensive global distribution networks and digital capabilities.

Colgate-Palmolive Company (US) is a major player in the oral rinses market.

Headquartered in New York City, US, Colgate-Palmolive is a leading oral care company with an unparalleled dominance of the mouthwash market. Leveraging its robust brand history and extensive distribution network, the company sells its oral rinses under brand names like Colgate Plax and Colgate Total. As of 2024, Colgate-Palmolive has over 33,000 employees globally and serves in over 200 countries and territories. The oral rinse portfolio of the company includes antiseptic, fluoride-based, herbal, and alcohol-free products that address general and specific oral health requirements. Colgate-Palmolive's scientifically oriented product research, brand value, and geographic penetration continue to support its leadership in the international oral hygiene business.

Haleon Group of Companies (UK) controlled a sizeable portion of the oral rinses market in 2024.

Founded in 2022 after demerging from GSK, Haleon is a global consumer health company with its headquarters located in Weybridge, England. With the help of 24 manufacturing facilities and an international network of research and development facilities, the company operates in more than 100 countries. Haleon sells its mouthwashes under well-known brands like Sensodyne, Parodontax, and Biotène, which are renowned for their therapeutic emphasis on dry mouth, gum health, and sensitivity relief. Its product line reflects a science-driven approach to oral health and includes fluoride-based, herbal, and clinically formulated rinses. Haleon has established itself as a major force in the global oral hygiene market thanks to its emphasis on innovation and customised care.

MARKET RANKING:

In the global oral rinses market, the competitive landscape is shaped by a mix of leading multinational corporations and strong regional players. Kenvue (US) holds a leading position, driven by its broad product portfolio, global distribution network, and trusted brand legacy. The company has sustained its leadership through continuous product innovation and consumer-focused marketing. Colgate-Palmolive Company (US) is another major player, leveraging its Colgate brand to maintain a strong foothold, particularly in North America and select international markets. Haleon Group of Companies (UK) also holds a significant share, with its therapeutic oral care brands like Sensodyne, Parodontax, and Biotène. Other notable companies include Unilever (UK) and Proctor & Gamble (US), which contribute to market diversity through differentiated formulations and expansive retail reach. Collectively, these players dominate the oral rinses landscape, setting industry standards in formulation science, consumer trust, and global reach.

Related Reports:

Oral Rinses Market by Product Type (Therapeutic, Cosmetic, Other Rinses), Indication (General Oral Health, Gingivitis & Periodontal Diseases), Distribution Channel (Consumer Stores, Retail Pharmacies, Dental Dispensaries), Region - Global Forecast to 2030

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