Philips Sonicare has introduced two new electric toothbrush ranges, added what it describes as Next-Generation Sonicare technology to several models, and updated its brand platform with a campaign called “Feel the Care.”
The updates include new toothbrush models spanning the 5000 through 7300 series, revised branding and packaging, and sustainability changes across brush heads and retail packaging. The initiative is intended to encourage consumers to reconsider daily oral care routines while incorporating updated brushing technology.
“We look after our health and well-being more intentionally than ever, yet oral care is still one of the few daily routines people rarely rethink,” said Matina Vidalis, regional business unit leader, oral healthcare, Philips North America. “Philips Sonicare ‘Feel the Care’ pushes brushing out of the background and into focus, paired with continuous innovations, like our Next-Generation Sonicare technology and sustainable developments, to deliver a signature brushing experience that supports your overall health for the long term.”
According to the company, the brand refresh focuses on what it calls the “Sonicare feeling,” combining clinical performance with the post-brushing sensation associated with the brand’s sonic technology. The brushing system uses Sonicare Fluid Action, which the company says delivers a deep clean while remaining comfortable for daily use.
The company also introduced the Philips Sonicare 5000 Series toothbrush, which it says gently removes up to 700% more plaque than a manual toothbrush. The device includes two brushing modes—clean and gum care—two intensity settings, and a feature that gradually increases power during the first 14 brushing sessions to help users transition from manual brushing. According to the company, the product includes W DiamondClean and C2 Optimal Plaque Removal brush heads, is offered in two color options, and has a suggested retail price of $59.99. The 5000 Series became available beginning in February 2026 at Walmart and Target locations nationwide.
Philips also announced the introduction of Next-Generation Sonicare technology across several models ranging from the 5700 Series through the 7300 Series. According to the company, the technology includes a redesigned motor intended to deliver consistent power from the handle to the brush head and maintain performance in areas such as the molars. The company said the system uses an adaptive magnetic design that responds in real time to brushing behavior, helping maintain performance when users apply excessive pressure or brush hard-to-reach areas. The system delivers up to 62,000 bristle movements per minute, according to the company.
Shared features across the 5700 through 7300 series include a pressure sensor to alert users when too much pressure is applied, a two-minute SmarTimer and BrushPacer designed to guide brushing sessions, up to 21 days of regular brushing on a single charge, and brush head replacement reminders.
The Philips Sonicare 5700 Series, priced at $79.99, offers two brushing modes and three intensity levels and is available in five colors. The model became available in February 2026 at Target, grocery stores, and pharmacies nationwide. The 5900 Series, with a suggested retail price of $89.99, includes the same brushing modes and intensities and became available in January 2026 through Amazon.
The 6000 Series offers three brushing modes and three intensities, includes a visual pressure sensor designed to help protect sensitive teeth and gums, and carries a suggested retail price ranging from $89.99 to $159.99. According to the company, the model is currently available at major retailers nationwide.
The 7100 Series includes four brushing modes, three intensity levels, and connectivity with the Sonicare mobile app to provide brushing insights. It has a suggested retail price of $159.99 and began rolling out in February 2026 at major retailers. The 7300 Series, which the company says removes up to 2000% more plaque than a manual toothbrush and offers app connectivity, has a suggested retail price of $199.99 and is available through Amazon.
According to the company, Philips Sonicare also introduced sustainability changes across its brush head portfolio and retail packaging. Brush heads are now designed with 70% bio-based plastic, while packaging is fully recyclable and produced using 50% recycled materials. The updated packaging is already available at retailers across North America.
Royal Philips, headquartered in the Netherlands, develops health technology products and reported 2025 sales of EUR 18 billion with approximately 64,800 employees operating in more than 100 countries. More information is available at www.philips.com/newscenter.
