Colgate has launched Colgate Optic White Vitamin C, a new clinically proven whitening toothpaste powered by vitamin C, alongside an Asia Pacific partnership with J-Hope of South Korean boy band BTS.

Samir Singh, President of Enterprise Oral Care at Colgate-Palmolive, says the launch represents a major leap forward in oral beauty innovation.

“Vitamin C transformed the skincare industry by helping people’s skin look brighter and more radiant. Based on pioneering oral science work at Colgate-Palmolive, we have unlocked a clinically effective vitamin C formula for teeth whitening,” he says.

“Consumers no longer separate beauty from oral care, and this product reflects that shift.”

The brand has partnered with J-Hope as the official ambassador for the new oral beauty range. He’s hoped to inspire consumers across APAC to “unlock their most confident self”.

“J-Hope’s optimism and famous sunshine smile has inspired millions around the world,” says Mr Singh. “He’s the perfect partner for us to take this product to millions of people.” 

Colgate Optic White Vitamin C is said to incorporate 95% pure stabilised vitamin C. This formulation, claims the brand, delivers “high-impact” brightening to reduce yellowing and helps consumers remove “seven years of stains in seven days – all while keeping your enamel protected and healthy”.