Choosing a Toothbrush and Toothpaste That Earn Their Keep

By the BasketLab team · updated 25 September 2026 · how we rank

Oral care is one of those aisles built to make you feel underprepared: whitening this, pro-expert that, brushes with more modes than your washing machine. The reassuring truth is that the basics do most of the work, and the basics are cheap. This guide covers what actually matters in a brush and a paste, where spending more helps, and where the fancy version is mostly marketing. It is not dental advice, so treat your dentist as the final word.

Toothpaste: fluoride is the whole game

Strip away the branding and the single most important thing in a toothpaste is fluoride. For most adults that means a paste with around 1350 to 1500 ppm fluoride, a figure printed on the back of the box. Below that and you are getting less protection; the flavour, the colour and the name on the front matter far less than that number.

Almost everything else is a preference or an add-on. 'Whitening' pastes mostly work by gently polishing away surface stains rather than changing the colour of your teeth. Sensitivity pastes, and mouthwashes such as certain Listerine lines, can genuinely help if cold drinks make you wince, but give them a few weeks. Design-led pastes like Marvis are a nice-to-have, not a need.

UK toothpaste brands compared: what each is for, and what it costs

The question people actually ask is which brand to buy, so here is a straight comparison of the brands you will find in every UK supermarket and on Amazon. The "best for" column is the honest reason to pick one, and the price column is roughly what a standard tube costs at the time of writing.

Read that table with one thing in mind: every entry does the same fundamental job if it contains fluoride at the right level. The differences are about a specific problem you have (sensitivity, gums, children) or about how much you enjoy using it. There is no premium tier of cleaning.

Toothbrush: soft bristles, small head

Counter to what you might expect, a soft bristled brush is what most dentists recommend. Medium and hard brushes feel like they are doing more, but they can wear enamel and irritate gums over time, and it is the technique, not the force, that removes plaque. A smaller head reaches the back teeth more easily than a big one.

Manual brushes are perfectly capable of keeping teeth healthy if you brush for two minutes, twice a day, and reach everywhere. The brush is only worth as much as the two minutes you give it, whatever it costs. If you find yourself gripping too hard, an angled or slimmer handle can help you ease off, and switching to a fresh brush the moment the bristles start to splay does more for your gums than any premium feature on the packet.

Electric versus manual: what you are paying for

The evidence broadly favours electric brushes, particularly oscillating-rotating types, for removing a bit more plaque, and the built-in timer is genuinely useful for anyone who rushes. Brands like Oral-B dominate here, with Hangsun among the cheaper challengers. But an electric brush used badly is not better than a manual brush used well.

If you go electric, the honest long-term cost is the replacement heads, which is a rebuy that adds up quietly over the years. Own-brand or compatible heads can cost a fraction of the branded ones and are often perfectly fine, though fit and quality vary, so it is worth checking they seat properly on your handle.

The bits between the teeth

Brushing misses the surfaces between your teeth, which is where a lot of trouble starts. Interdental brushes, the little colour-coded ones from the likes of TePe, or floss, do the part a brush cannot reach. Getting the right size of interdental brush matters more than the brand, and a dentist or hygienist can tell you which sizes fit your gaps.

This is cheap, high-value kit. Skipping between-teeth cleaning while spending heavily on a fancy brush is spending money in the wrong place.

How long does a tube last, and what does it actually cost per year?

People ask about "durability" in toothpaste, and the sensible translation is: how long does a tube last and what does that cost me over a year? A pea-sized amount is the correct quantity for an adult, and at that dose a 75ml tube typically lasts one person around six to eight weeks of twice-daily brushing. Call it seven to nine tubes a year.

So a basic Colgate at about £1.50 a tube is roughly £12 to £14 a year. Sensodyne at £2.75 is nearer £22 to £25. A premium paste at £6 is £48 to £54. Across a family of four those gaps multiply. If you use a ribbon of paste across the whole brush head because that is what the adverts show, you will get through it far faster and gain nothing: the extra paste is foam, not protection.

The bigger annual cost is usually brush heads, not paste. Genuine Oral-B replacement heads run around £2 to £6 each depending on the range, and changing every three months is four a year. Third-party compatible heads cost noticeably less and many people are happy with them, though fit and bristle quality vary more; if you try them, buy a small pack first rather than a year's supply.

Cost over time, not cost on the shelf

Oral care is a steady rebuy, so think in cost per month. A tube of paste, a manual brush every few months or a replacement electric head at a similar interval, and interdental brushes or floss: that is the real running cost. Own-brand paste with the correct fluoride level does the same protective job as a premium tube, which is one of the easiest swaps to make.

Where spending more can be justified is a decent electric handle if it gets you brushing properly, and sensitivity or specialist pastes if you have a specific need. Everywhere else, the supermarket version with the right fluoride figure is the sensible buy.

Common mistakes and when to ask a professional

A few habits undo good products: brushing too hard, rinsing with lots of water straight after brushing, which washes away the protective fluoride, so spit rather than rinse, and replacing brushes too rarely once the bristles splay. Changing your brush or head every few months, or sooner if it looks tired, keeps it working.

And the important note: this is general information, not dental advice. Bleeding gums, persistent sensitivity, pain or any worry about your teeth should go to a dentist or hygienist, who can look at your actual mouth. Whitening in particular is worth a professional conversation rather than trusting a pack that promises a lot.