Colgate-Palmolive adds twist to oral care via CO. by Colgate

Gisselle Gaitan
Online Editor
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Colgate-Palmolive is shaking up the oral category with a brand-new approach.

The company is launching CO. by Colgate, a collection of products that aims to turn traditional teeth brushing into an act that makes one feel good.

“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,” Dana Medema, vice president and general manager of oral care at Colgate North America said. “CO. by Colgate is more than a line of transformative oral beauty products that help create brighter smiles. It aspires to celebrate and support those working every day to build a brighter, more inclusive future. We hope to help shape a world where everyone feels safe and encouraged to be who they truly are.”

Consisting of products that span across the toothpaste, toothbrush and mouth rinse category among others, the line’s full lineup includes:

  • Oh So Dazzling Enzyme-Powered Whitening Toothpaste, which contains hydrogen peroxide and via its naturally derived enzyme, aims to boost the teeth whitening effect;
  • Later, Stains! Foaming Anti-Stain Mouth Rinse, which is a daily foaming mouth rinse that can be used before eating and drinking to shield against everyday stains;
  • It’s Lit Overnight Whitening Wand, which is a click-and-brush-on serum that aims to make teeth three shades whiter in just two weeks;
  • The CO. Worker Rechargeable Electric Toothbrush, which features four brush modes, various vibration levels and a pressure sensor;
  • SuperNova Rechargeable At-Home Teeth Whitening Kit, which includes the whitening wand as well as a LED device that aims to give teeth a radiant glow and make them six shades whiter in 10 days;
  • Co. to Go On-The-Go Anticavity Toothpaste Tabs with Fluoride, which features a waterless formula that aims to protect against cavities while also freshening breath; and
  • TLC Manual Toothbrush, which contains soft bristles that clean teeth while also revitalizing gums.

The line of products will be available exclusively at Ulta Beauty, and

“We’re delighted to be the exclusive retail partner for CO. by Colgate and provide a platform for this innovative collection to be discovered and embraced,” said Monica Arnaudo, chief merchandising officer at Ulta Beauty said. “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.”