Colgate

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.

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.

1. 2020Parent company agrees to acquire Hello Products

   Colgate-Palmolive announced an agreement to purchase Hello Products, adding a separate oral-care business to its portfolio.

   Source
2. 2019Triclosan is phased out of U.S. Colgate Total products

   According to the referenced account, triclosan was no longer used in Colgate Total in the United States by this year.

   Source
3. 2018Connected oral-care products expand

   Colgate licensed Kolibree technology from Baracoda Daily Healthtech and launched the Colgate Smart Electric toothbrush.

   Source
4. 2016U.S. regulatory scrutiny of triclosan

   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.

   Source
5. 1997Colgate Total is introduced

   Colgate introduced Colgate Total, a line that initially used triclosan as an antibacterial active ingredient in the United States.

   Source
6. 1950Colgate gains prominence through mass-market advertising

   The brand became particularly popular during the 1950s, supported by advertising centered on tooth cleaning and breath freshness.

   Source
7. 1896Tube packaging becomes an established toothpaste format

   Other manufacturers, including Kalodont, Johnson & Johnson's Zonweiss, and Sheffield, introduced toothpaste tubes, helping establish the packaging format later associated with modern toothpaste retailing.

   Source
8. 1873Colgate toothpaste enters the market

   Oral-hygiene products were first sold by the company under the Colgate name. Early toothpaste was packaged in glass jars.

   Source

Mass-market, globally distributed oral care with broad everyday-use coverage and selected specialized and connected products.

• Colgate toothpasteToothpaste1873

  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.

• Colgate TotalToothpaste1997

  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.

• Colgate toothbrushesManual 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.

• Colgate mouthwashMouthwash

  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.

• Colgate dental flossInterdental care

  Dental-floss products that extend the Colgate portfolio beyond brushing and rinsing into cleaning between teeth. Availability and product design vary by country.

• Colgate Tooth PowderTooth 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.

• Colgate Smart Electric toothbrushElectric toothbrush2018

  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.

• Hum connected toothbrushesConnected oral care2018

  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.

• 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.

  Source
• 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.

  Source

• 2020Agreement to acquire Hello ProductsM&A

  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.

  What changed. 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.

  Source
• 2018Entry into connected electric brushingProduct launch

  Digital health technology created an opportunity to connect toothbrush use with tracking, guidance, and consumer engagement.

  What changed. 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.

  Source
• 2016Formulation response to triclosan scrutinyGeneration change

  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.

  What changed. 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.

  Source
• 1997Launch of Colgate TotalProduct launch

  Colgate sought to broaden toothpaste functionality beyond basic cleaning and freshness.

  What changed. 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.

  Source

• 2007Advertising Standards Authority rejects dentist recommendation claimControversy

  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.

  Source

• 2025Colgate-Palmolive announces a productivity program linked to its 2030 strategy

  The company described a multi-year productivity and restructuring program intended to simplify operations, align organization with strategic priorities and improve supply-chain efficiency.

  Other
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• 2024Colgate announces Times Fengjun as a brand endorser

  Colgate announced Times Fengjun, also known as TNT, as a new brand endorser in China in a campaign focused on confident smiles and pursuing aspirations.

  Campaign
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• 2020Colgate-Palmolive agrees to acquire Hello Products

  Colgate-Palmolive announced an agreement to purchase Hello Products, a New Jersey oral-care company whose portfolio included toothpaste, mouthwash, and lip balms, including products marketed with cannabidiol.

  M&A
  Source
• 2019Colgate Total moves away from triclosan

  Triclosan, formerly used as the antibacterial active ingredient in Colgate Total, was no longer used in the product in the United States by 2019 after regulatory scrutiny and health and environmental concerns.

  RegulationProduct generation
  Source
• 2019Colgate-Palmolive appoints Noel Wallace as chief executive

  Noel Wallace succeeded Ian Cook as chief executive of Colgate-Palmolive after holding senior roles across the company’s global toothbrush, regional and operating businesses.

  Leadership change
  Source
• 2019Colgate promotes a new brand positioning in China

  A refreshed Chinese-market positioning connected Colgate with self-expression and confidence, supported by broad audience and social-media activation.

  Campaign
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• 2019Colgate launches campaign for new Colgate Total formula

  Colgate introduced a major campaign for a new Colgate Total formula under the message “Do More for Your Whole Mouth.” The campaign featured actor Luke Wilson in the brand’s first advertisement during the Big Game broadcast.

  CampaignProduct launchProduct generation
  Source
• 2018Colgate launches connected electric toothbrush technology

  Colgate licensed Kolibree technology from Baracoda Daily Healthtech and launched the Colgate Smart Electric toothbrush, supporting the brand's expansion into connected oral care for adults and children.

  Product launchOther
  Source

1. Colgate (toothpaste)
2. Authorized livestream account accused of altering creator video in toothpaste promotion
3. Colgate-Palmolive announces a productivity program linked to its 2030 strategy
4. Colgate announces Times Fengjun as a brand endorser
5. Colgate-Palmolive appoints Noel Wallace as chief executive
6. Colgate promotes a new brand positioning in China
7. Colgate launches campaign for new Colgate Total formula