Colgate launches Smile for Good toothpaste

Colgate is launching a toothpaste that contains a minimal number of ingredients, as well as listing and explaining their purpose on the front of the pack.

Smile for Good is packaged in a recyclable plastic tube, and contains natural and purposefully selected ingredients to make it optimal for every day protection, the company said.

“Colgate wants to make tubes a part of the circular economy by keeping this plastic productive and eliminating waste. If we can standardize recyclable tubes among all companies, we all win,” Noel Wallace, the chief executive officer and president of Colgate-Palmolive said.“We want all toothpaste tubes — and eventually all kinds of tubes — to meet the same third-party recycling standards that we've achieved.  We can align on these common standards for tubes and still compete with what's inside them.”

Available in two variants — Smile for Good Protection and Smile for Good Whitening — the product is free of SLS, certified by the Vegan Society, FSC and EcoCert.