Aquafresh

Aquafresh in brief

• Rank: #90 of 100 in UK's Most Powerful 100 Brands 2026; #12 of 14 in Consumer & FMCG.
• WCRC Power Score: 61.08 out of 100.
• Founded: 1973, by Beecham Group.
• Owner: Haleon plc, Weybridge, England.
• Leadership: Brian McNamara, Chief Executive Officer, Haleon.
• Latest revenue: £11.0bn revenue (FY2025, year to Dec 2025, -1.8%), group revenue of Haleon plc, as per company filings.

What makes Aquafresh powerful

Aquafresh is a household oral care name backed by one of the world's largest consumer health companies. Its owner Haleon, headquartered in Weybridge, reported revenue of £11.03bn in 2025, and oral health was its strongest category, with organic growth of 7.9% and reported growth of 4.5%.

That category strength matters for Aquafresh. Haleon's oral health science, retail relationships and marketing budgets give the brand shelf space and visibility that smaller rivals cannot match, while its family positioning complements the premium, sensitivity-focused Sensodyne. Toothpaste is a daily habit, so a familiar brand benefits from repeat purchases and steady demand through economic cycles. With group organic growth of 3.0% in 2025 and a growing dividend, Haleon has the financial resources to keep supporting Aquafresh as part of its broader push in oral care.

Haleon's oral health category, home to Aquafresh, grew 7.9% organically in 2025.

Why Aquafresh ranks #90

Aquafresh ranks 90th with a WCRC Power Score of 61.08, between British Gas above and Direct Line below. Trust (64) is its strongest pillar, as a familiar family toothpaste, and Positioning and recall (62) is steady. Product and innovation (60) is modest, and Sustainability and governance (58) and Digital and financial (58) hold it back, as Haleon reports figures for its oral health category, which grew 7.9% organically, rather than for Aquafresh itself.

The Achilles' heel

Aquafresh is not one of the brands Haleon singles out in its results, which highlight Sensodyne and Panadol instead. That suggests it receives less investment and attention than the group's star names. In mainstream toothpaste it competes head on with Colgate and with cheaper supermarket own-label ranges, making price and promotion pressure a constant risk.

The 2026 story

Aquafresh's 2026 has been framed by Haleon's results. In February the group reported 2025 revenue of £11.03bn, with organic growth of 3.0%, and said oral health was its standout category, growing 7.9% organically. Haleon proposed a total dividend of 7.1p and said it would grow the dividend at least in line with adjusted earnings, signalling continued financial support for its oral care brands, Aquafresh included.

Pillar profile

Provisional desk scores out of 100, for the WCRC Business Intelligence Unit to validate.

Versus its nearest rivals

Questions people ask

Also featured in

• Most powerful Consumer & FMCG brands
• Most powerful brands in England

Key facts

Sources

• Revenue figure published by Haleon plc
• Company website, official announcements and press releases
• Published interviews and statements by the leadership
• WCRC Business Intelligence Unit research: consumer sentiment, ratings and reviews, search demand, media and social data