Colgate Just Reinvented the Dental-Health Category With Its ‘Oral Beauty’ Launch at Ulta

Colgate Just Reinvented the Dental-Health Category With Its ‘Oral Beauty’ Launch at Ulta featured image

How do you re-imagine a fairly standard category, give it a solid self-care spin, and have it all happen in under a year in the time of COVID? The extraordinary team at Colgate has the answer—and it’s coming in the form of something unlike anything the 200-plus-year-old go-to brand has ever delivered.

As Dana D. Medema, general manager, vice president of oral care, North America at Colgate recalls, she once heard a consumer equate brushing their teeth to “doing their taxes,” which led to a bit of a lightbulb moment.

“We wanted to reimagine the smile category and shake it up a bit, while still delivering products with efficacy,” she says of the company’s new CO. by Colgate collection, a first-of-its-kind oral beauty line—think more of a “look-forward-to-it” ritual, and less of a “you-have-to-do-this” chore—which exclusively launches at Ulta today.

Having a self-described “sink-worthy” look, the community-centered CO (a shortened version of Colgate, with a sideways smile as the logo that relies more on a sparkly silver-purple theme than the traditional white-red-blue color scheme) is decidedly created with Gen Z, as well as inclusivity, in mind. There’s a portfolio of seven products in the collection, including an enzyme-fueled toothpaste, toothbrushes, mouth rinse, teeth whitener, and on-the-go toothpaste tabs, all designed to deliver a bright smile at varying price points. While the line may skew toward a younger consumer, Colgate also sees it as being well-received by anyone looking for a moment of self-care and discovery.

“These products are based on substance and science, but still give you that ‘delight’ experience you get when you open up a new beauty product,” Medema adds. “It’s truly a beauty routine for your smile.”

Related Posts

Find a Doctor

Find a NewBeauty "Top Beauty Doctor" Near you

Give the Gift of Luxury

NewBeauty uses cookies for various reasons, including to analyze and improve its content and advertising. Please review our Privacy Policy and Terms of Use for more about how we use this data. By continuing to use this site, you agree to these policies.