Colgate
A globally distributed oral-care brand known primarily for toothpaste, toothbrushes, mouthwash, dental floss, and connected dental-care products.
Last updated November 4, 2026
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Overview
Colgate is an American oral-care brand principally associated with toothpaste and owned and manufactured by Colgate-Palmolive. The brand sits within one of the world's largest consumer oral-hygiene businesses and is sold across international markets in product categories that include toothpaste, toothbrushes, mouthwash, dental floss, tooth powder, and increasingly connected dental-care devices. The brand's roots are connected to William Colgate's soap business. Colgate-Palmolive's oral-hygiene products were first sold under the Colgate name in 1873, sixteen years after William Colgate's death. The earliest toothpaste was packaged in glass jars. As collapsible tubes became established in the late nineteenth century, Colgate moved toward the packaging format that later became standard for toothpaste, although the transition was not immediate and other manufacturers had introduced tube packaging before Colgate. Colgate became particularly prominent in the mass market during the twentieth century. Its advertising helped make tooth-cleaning and breath freshness part of everyday consumer culture, including the 1950s slogan “It Cleans Your Breath While It Cleans Your Teeth.” The brand's broad retail distribution, frequent advertising, and expansion beyond toothpaste into brushes, rinses, floss, and other oral-care products allowed it to operate as a complete oral-hygiene portfolio rather than as a single toothpaste label. A major product development was Colgate Total, introduced in 1997. In the United States, Colgate Total initially used triclosan as its antibacterial active ingredient, making Colgate an early and prominent user of triclosan in toothpaste. Regulatory scrutiny and health and environmental concerns later affected the ingredient's use. The U.S. Food and Drug Administration concluded in 2016 that triclosan was not generally recognized as safe and effective for the relevant use, and the ingredient was phased out of Colgate Total in the United States by 2019 according to the referenced account. Colgate has also experimented with technology-enabled oral care. In 2018, the brand licensed technology from Paris-based Baracoda Daily Healthtech's Kolibree business and launched the Colgate Smart Electric toothbrush. Connected products for adults and children have subsequently been associated with the Hum umbrella, extending the brand into app-supported brushing and behavioral feedback. The brand remains positioned primarily as a mass-market oral-care provider, while also offering specialized, premium, children's, whitening, sensitivity, cavity-protection, gum-care, and technology-oriented products in selected markets. Colgate-Palmolive reported in 2015 that oral care, principally represented by Colgate-branded products, was its largest source of sales, accounting for approximately 47 percent of global net sales in that year. The brand has also achieved especially high penetration in some national markets, including Brazil. Because formulations, claims, packaging, and product availability vary by country, the Colgate portfolio is not identical worldwide.
History
Colgate's history as a toothpaste brand is linked to the earlier soap business established by William Colgate. The Colgate name entered oral hygiene in 1873, when the company began selling toothpaste. This occurred sixteen years after William Colgate's death, so the toothpaste business represents a later development of the enterprise associated with his name rather than a product personally introduced by him. The earliest Colgate toothpaste was sold in glass jars. Jar packaging was common during the early period of commercial toothpaste, but it was less convenient and less hygienic than the collapsible tubes that later became dominant. Tube packaging had already been introduced by other toothpaste makers, including Kalodont, Johnson & Johnson's Zonweiss, and Sheffield, in 1896. Colgate subsequently became identified with the tube format and with the mass distribution of packaged toothpaste. During the twentieth century, the brand expanded from a toothpaste product into a wider oral-care system. Toothbrushes, mouthwashes, dental floss, and other products enabled Colgate to address multiple stages of daily dental hygiene. Its advertising played an important role in making the brand familiar to households, especially during the 1950s, when the slogan “It Cleans Your Breath While It Cleans Your Teeth” connected oral cleanliness with personal freshness. Colgate's later history includes both product innovation and scrutiny of its marketing and formulations. Colgate Total was introduced in 1997 and used triclosan as an antibacterial ingredient in the United States. The product was notable because Colgate pioneered the use of triclosan in toothpaste in that market. Regulatory concerns later changed the product's formulation. In 2016, the U.S. Food and Drug Administration determined that triclosan was not generally recognized as safe and effective for the relevant use. Health and environmental concerns contributed to its phase-out, and the referenced account states that Colgate no longer used triclosan in the United States by 2019. The brand has also extended into digitally supported brushing. In 2018, Colgate licensed Kolibree technology from Paris-based Baracoda Daily Healthtech and introduced the Colgate Smart Electric toothbrush. Connected toothbrushes for children and adults have been marketed under the Hum umbrella, reflecting a shift from selling only physical hygiene products toward helping consumers monitor and improve brushing behavior. Colgate's commercial scale has made it one of the most widely purchased consumer brands. A 2015 Kantar Worldpanel report cited in the reference material identified Colgate as the only brand purchased by more than half of all households surveyed globally, reporting 67.7 percent global household penetration and 45 percent global market share in that study. The same source reported that Colgate added approximately 40 million purchasing households in 2014. These figures describe the cited study and period rather than a current market measurement. The brand remains active under Colgate-Palmolive, with a portfolio that varies by country. It continues to combine everyday toothpaste and brush products with specialized formulations, rinses, floss, tooth powder, electric toothbrushes, and connected oral-care offerings. Its public identity is therefore broader than toothpaste alone, although toothpaste remains the central product category and the principal association consumers have with the Colgate name.
- 2020
Parent company agrees to acquire Hello Products
[1]Colgate-Palmolive announced an agreement to purchase Hello Products, adding a separate oral-care business to its portfolio.
- 2019
Triclosan is phased out of U.S. Colgate Total products
[1]According to the referenced account, triclosan was no longer used in Colgate Total in the United States by this year.
- 2018
Connected oral-care products expand
[1]Colgate licensed Kolibree technology from Baracoda Daily Healthtech and launched the Colgate Smart Electric toothbrush.
- 2016
U.S. regulatory scrutiny of triclosan
[1]The U.S. Food and Drug Administration ruled that triclosan was not generally recognized as safe and effective for the relevant use, contributing to later formulation changes.
- 1997
Colgate Total is introduced
[1]Colgate introduced Colgate Total, a line that initially used triclosan as an antibacterial active ingredient in the United States.
- 1950
Colgate gains prominence through mass-market advertising
[1]The brand became particularly popular during the 1950s, supported by advertising centered on tooth cleaning and breath freshness.
- 1896
Tube packaging becomes an established toothpaste format
[1]Other manufacturers, including Kalodont, Johnson & Johnson's Zonweiss, and Sheffield, introduced toothpaste tubes, helping establish the packaging format later associated with modern toothpaste retailing.
- 1873
Colgate toothpaste enters the market
[1]Oral-hygiene products were first sold by the company under the Colgate name. Early toothpaste was packaged in glass jars.
Products and positioning
Mass-market, globally distributed oral care with broad everyday-use coverage and selected specialized and connected products.
Toothpaste · 1873
Colgate toothpaste
The core Colgate product category, covering everyday cavity-protection, cleaning, freshness, whitening, sensitivity, gum-care, children's, and other market-specific formulations. Packaging and ingredients differ among countries and individual product lines.
Toothpaste · 1997
Colgate Total
A comprehensive oral-care toothpaste line introduced in 1997. In the United States it initially used triclosan as an antibacterial active ingredient; regulatory scrutiny and health and environmental concerns later led to its phase-out, with the referenced account stating that the ingredient was no longer used there by 2019.
Manual toothbrushes
Colgate toothbrushes
Manual toothbrushes sold as part of Colgate's broader oral-hygiene portfolio. The range allows the brand to provide a coordinated brush-and-toothpaste offering, with products and specifications varying by market.
Mouthwash
Colgate mouthwash
Rinsing products intended to complement brushing and interdental cleaning. Colgate mouthwash products are part of the brand's effort to cover multiple daily oral-care routines, with formulations differing across markets.
Interdental care
Colgate dental floss
Dental-floss products that extend the Colgate portfolio beyond brushing and rinsing into cleaning between teeth. Availability and product design vary by country.
Tooth powder
Colgate Tooth Powder
A traditional powdered oral-cleaning product that continues to be manufactured and marketed under the Colgate name, despite the dominance of toothpaste in modern retail.
Electric toothbrush · 2018
Colgate Smart Electric toothbrush
A connected electric toothbrush launched after Colgate licensed Kolibree technology from Baracoda Daily Healthtech. It represents the brand's move into digitally supported brushing and app-linked oral-care behavior.
Connected oral care · 2018
Hum connected toothbrushes
Connected toothbrush products for adults and children offered under the Hum umbrella. The products extend Colgate's role from supplying hygiene goods to supporting brushing guidance and engagement through connected technology.
Controversies
2007
Advertising Standards Authority rejects dentist recommendation claim
The UK's Advertising Standards Authority found Colgate's “four out of five dentists” claim deceptive because the underlying telephone survey did not demonstrate the level of preference implied by the advertising. Competitors were recommended at similar rates.
Marketing campaigns
- 2007Four out of five dentists recommendation claim
United Kingdom
Colgate advertising used a claim that four out of five dentists recommended the brand. The UK's Advertising Standards Authority found that the survey methodology did not substantiate the comparative implication and prohibited continued use of the claim.
Outcome. The claim could no longer be used in the United Kingdom.
- 1950It Cleans Your Breath While It Cleans Your Teeth
United States
A 1950s advertising slogan associated with Colgate's rise in popularity. The message combined dental cleanliness with breath freshness and helped frame toothpaste as an everyday personal-care product.
Outcome. The slogan became a notable part of Colgate's mid-century advertising identity.
Brand decisions
2020
Agreement to acquire Hello ProductsM&ABackground
Colgate-Palmolive pursued expansion in oral care through the acquisition of a New Jersey company selling toothpaste, mouthwash, and lip balms, including products containing cannabidiol.
Action taken
The parent company announced an agreement to purchase Hello Products.
Aftermath
The transaction added Hello Products to the parent company's oral-care portfolio; the referenced material does not provide transaction terms or later integration details.
2018
Entry into connected electric brushingProduct launchBackground
Digital health technology created an opportunity to connect toothbrush use with tracking, guidance, and consumer engagement.
Action taken
Colgate licensed Kolibree technology from Baracoda Daily Healthtech and launched the Colgate Smart Electric toothbrush, with connected products also offered for children and adults under the Hum umbrella.
Aftermath
The brand expanded from conventional oral-care consumables into connected brushing devices.
2016
Formulation response to triclosan scrutinyGeneration changeBackground
The U.S. Food and Drug Administration determined that triclosan was not generally recognized as safe and effective for the relevant use, while health and environmental concerns also affected the ingredient.
Action taken
Triclosan was phased out of Colgate Total in the United States, with the referenced account stating that it was no longer used there by 2019.
Aftermath
Colgate Total continued as a product line with a changed formulation.
1997
Launch of Colgate TotalProduct launchBackground
Colgate sought to broaden toothpaste functionality beyond basic cleaning and freshness.
Action taken
The company introduced Colgate Total, initially using triclosan as an antibacterial active ingredient in the United States.
Aftermath
The product became a major Colgate line, while its triclosan formulation later faced regulatory and public-health scrutiny.
Recent events
Reported
Colgate launches scholarship campaign with Melcom Supermarkets[2]
Colgate launched an eight-week scholarship campaign in partnership with Melcom Supermarkets. Customers who buy two participating Colgate products at a Melcom store can nominate a student; the campaign offers GH¢240,000 in scholarships and GH¢120,000 in Melcom shopping vouchers.
- Unconfirmed
Reported
Colgate launches Optic White Vitamin C toothpaste[3]
Colgate launched Colgate Optic White Vitamin C, a clinically proven whitening toothpaste powered by Vitamin C, as part of its oral beauty range.
- Unconfirmed
Reported
Colgate partners with j-hope of BTS as Optic White ambassador[3]
Colgate named j-hope of BTS as the official ambassador for its new Colgate Optic White Vitamin C oral beauty range in a major Asia Pacific partnership, with j-hope headlining the launch campaign across APAC.
Reported
Ballina Dental Practice wins Colgate Caring Dental Team of the Year award[4]
Ballina Dental Practice won the 2021 Colgate Caring Dental Team of the Year award for its work preventing serious dental injuries on the playing field. The awards were held in Dublin on Saturday night; the article was published on Monday, November 22, 2021.
Weekdays and relative dates follow the original report; their exact calendar dates have not been verified.
Colgate launches recyclable toothpaste tube in South Africa[5]
Colgate launched a recyclable toothpaste tube in South Africa on April 22, 2021. The tube is made from HDPE and is used for three Colgate Naturals toothpaste variants.
Reported
Colgate launches “Calcium in, Cavities out” campaign[6]
Colgate launched the “Calcium in, Cavities out” thematic campaign in Nigeria to raise awareness of cavities and oral care. The campaign was running on television, radio, digital, and out-of-home platforms.
Reported
Sunrisers Hyderabad unveils sponsors for IPL 13[7]
Sunrisers Hyderabad unveiled sponsors for the 13th edition of the Indian Premier League. JK Lakshmi Cement was identified as title sponsor, with Ralco Tyres and Valvoline also named as principal sponsors; several other brands were announced as partners.
Reported
Colgate partners with Feeding America to distribute relief products[8]
Colgate said it was working with food banks and partner agencies in the Feeding America network to distribute health and hygiene products as part of COVID-19 relief.
Colgate launches DentistsforMe.in[9]
Colgate launched DentistsforMe.in, a free teledentistry platform that connects patients with dentists through voice or video calls and chat. Colgate said it partnered with more than 200 dentists for the initiative.
Reported
Colgate launches Smile for Good toothpaste in a recyclable tube[10]
Colgate launched Smile for Good toothpaste in a tube made from recyclable high-density polyethylene. The toothpaste was certified by the Vegan Society and was on sale in Waitrose and Boots.
Sources19 sources
- 1Colgate (toothpaste)en.wikipedia.org
- 2Colgate与Melcom Supermarkets推出奖学金活动ghanaiantimes.com.gh
- 3高露洁推出Optic White维生素C牙膏en.antaranews.com
- 4Ballina Dental Practice获Colgate年度关怀牙科团队奖con-telegraph.ie
- 5高露洁在南非推出可回收牙膏软管engineeringnews.co.za
- 6高露洁推出“补钙强齿，远离蛀牙”主题宣传活动dailypost.ng
- 7Sunrisers Hyderabad公布IPL第13赛季赞助商archive.siasat.com
- 8Colgate与Feeding America合作分发救济物资afro.com
- 9Colgate推出DentistsforMe.in远程牙科平台afaqs.com
- 10高露洁推出采用可回收软管的 Smile for Good 牙膏theguardian.com
- 11高露洁在英国和欧盟推出 Smile for Good 牙膏系列vegnews.com
- 12高露洁发布Plaqless Pro智能电动牙刷finanznachrichten.de
- 13Colgate launches ‘first ever’ recyclable toothpaste tubethegrocer.co.uk
- 14Colgate Launches Certified Vegan Toothpastes in Recyclable Packaging!onegreenplanet.org
- 15Colgate launches first vegan toothpaste and recyclable tubenewstalkzb.co.nz
- 16Colgate Launches New $10 Toothpaste! | WiLD 94.9 | Angelinawild949.iheart.com
- 17Colgate launches recyclable toothpaste tube — and the paste is certified vegannydailynews.com
- 18Ghana: Colgate Launches Gh¢240,000 Scholarship Campaignallafrica.com
- 19New vegan Colgate toothpaste 6 TIMES more expensive than regular tubedailymail.com
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