For spring 2021, as we begin to make our way out of this pandemic, Colgate is introducing a game changing approach to conventional oral care.  Created at the core for Gen-Z and rooted in self-care and self-expression this new lineup combines efficacy, style, practicality, and functionality when it comes to dental health. CO. by Colgate is an oral care collection that transforms the simple act of brushing your teeth into a ritual for feeling good.

The product line is now available exclusively at Ulta Beauty (+Ulta.com), and CO.Colgate.com. These products speak to a generation in search of brands that represent their values and complement their lifestyles. It encourages everyone to share their authentic selves with the world, smile brighter, express themselves freely, and live their truth boldly.

“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, Ulta Beauty. “As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests’ holistic wellbeing.”

The collection features seven products, including toothpaste, toothbrushes, mouth rinse, teeth whitener, and toothpaste tabs, all designed to deliver a bright smile. CO. by Colgate is a first-of-its-kind oral beauty line that flips the script on everyday oral care upkeep. From an important job interview to a first date or your next Instagram video, this innovative collection keeps you feeling radiant for everything you do, say, and create.

In tandem, 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. 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,” said Dana Medema, vice president & general manager, Oral Care, Colgate North America. “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.”

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 seven products included in the collection are:

● 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. (MSRP: $15)

● 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. (MSRP: $14)

● It’s Lit Overnight Whitening Wand.
Click-and-brush-on whitening serum that makes teeth three shades whiter in just two weeks when used as directed. (MSRP: $25)

● 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. (MSRP: $100)

● 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 blue LED device. SuperNova will get teeth six shades whiter in 10 days when used as directed. (MSRP: $129)

● 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. (MSRP: $14)

● TLC Manual Toothbrush.
This manual toothbrush has ultra-soft bristles that provide a cushiony clean while treating gums to a revitalizing massage. (MSRP: $8)

You 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 CO. by Colgate collection is available now exclusively at Ulta Beauty (+Ulta.com), and CO.Colgate.com.