New CO. by Colgate Features 7 Products Designed for Confident Smiles

Colgate-Palmolive introduces a new approach to oral beauty rooted in self-care and self expression.

Born from the powerful belief that a smile is at the heart of feeling beautiful and confident, Colgate-Palmolive has introduced a new oral care category with the launch of CO. by Colgate—an oral beauty collection designed to transform the simple act of brushing your teeth into a ritual for feeling good.

The new collection encourages all people to share their authentic selves with the world, smile brighter, express themselves freely, and live their truth boldly.

Premiering exclusively at Ulta Beauty and on and, the collection is designed to speak to the next generation of beauty enthusiasts in search of brands that represent their values, complement their lifestyles, and inspire self-expression.

"As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests' holistic wellbeing. CO. by Colgate turns the simple act of brushing one's teeth into a self-care ritual—and that's something to smile about," says Monica Arnaudo, chief merchandising officer, Ulta Beauty.

The Purpose
Even in a world that values self-expression, 39% of Americans report not feeling accepted as their true selves.* CO. by Colgate aims to help change this reality by supporting, spotlighting and celebrating organizations and individuals who advocate for a future where everyone feels confident to express themselves freely.

"Self-expression is at the core of CO. by Colgate, underscored by our belief in a future where everyone can feel confident to express themselves freely," says Dana Medema, vice president & general manager, Oral Care, Colgate North America.

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CO. by Colgate is building a donation model into the brand to give back with every purchase, focusing on non-profit organizations that help ensure a future where everyone can live their truth boldly.**

CO. by Colgate Collection
CO. by Colgate is a first-of-its-kind oral beauty line that flips the script on everyday oral care. Brushing your teeth is no longer a chore with this collection of efficacious and beauty-inspired products that work together to ensure you're always ready for life's special moments. From prom or an important job interview to a first date or your next social media video, this collection keeps you feeling radiant for everything you do, say and create—so at any moment, you're ready to shine. Powered by Colgate's 200+ years of oral care expertise, CO. by Colgate incorporates best in class technology and science to create innovative, effective, and trusted products to help you achieve bright, healthy smiles.

The collection features 7 products, including toothpaste, toothbrushes, mouth rinse, teeth whitener, and toothpaste tabs, all designed to deliver a bright smile, in a desirable form for the most devoted beauty enthusiasts.

Oh So Dazzling Enzyme-Powered Whitening Toothpaste. The first-ever enzyme-powered whitening toothpaste with hydrogen peroxide in the US. The toothpaste's active, naturally derived enzyme works as a catalyst to boost the teeth whitening effect and the formula is designed for no tooth sensitivity.

Later, Stains! Foaming Anti-Stain Mouth Rinse. A daily foaming mouth rinse that can be used at home or on-the-go, prior to eating or drinking, as a protective shield against everyday stains.

It's Lit Overnight Whitening Wand. Click-and-brush-on whitening serum that makes teeth 3 shades whiter in just 2 weeks when used as directed.

The CO. Worker Rechargeable Electric Toothbrush. Designed with four brush modes, multiple vibration levels, and a pressure sensor to deliver a refreshing, customized clean. The CO. Worker also comes with two brush heads and a travel case.

SuperNova Rechargeable At-Home Teeth Whitening Kit. Includes the It's Lit Overnight Whitening Wand + SuperNova LED Device. A powerhouse combination of tools to give teeth a radiant glow-up featuring Colgate's hydrogen peroxide serum plus patented blueLED device. SuperNova will get teeth 6 shades whiter in 10 days when used as directed.

CO. to Go On-The-Go Anticavity Toothpaste Tabs with Fluoride. Innovative, waterless-formula toothpaste tablets that dial-up cavity protection and fresh breath, at home or on the go.

TLC Manual Toothbrush. This manual toothbrush has ultra-soft bristles that provide a cushiony clean while treating gums to a revitalizing massage.

Consumers are invited to join the CO. by Colgate online community by following @CO.Colgate on social media for how-to videos, tips and stories about how to work each product into their self-care regimen. The collection is now available nationwide, exclusively at Ulta Beauty and on and

*All figures are from Toluna. Total sample size was 1,209 individuals 16-64. Fieldwork was undertaken between January 28, 2021 and February 1, 2021. The survey was carried out online. **CO. by Colgate will share more details in the coming months.