COLGATE has launched its first-ever Colgate Optic White Purple Serum, a whitening booster that redefines what it means to ...

The caveat: Toothpastes with high amounts ... a purple toothpaste. The paste's purple tint temporarily counteracts any yellow tones in teeth for an instantly brighter-looking smile.

When you think of your beauty routine, teeth might not be the first thing that comes to mind—but Colgate is on a mission to ...