COLGATE BRINGS VITAMIN C WHITENING TO ASIA PACIFIC WITH J-HOPE PARTNERSHIP

Colgate has unveiled Colgate Optic White Vitamin C, a clinically proven whitening toothpaste powered by Vitamin C, alongside a major Asia Pacific partnership with BTS star j-hope. Known for his “Sunshine Smile”, j-hope will front the campaign, bringing Colgate’s oral beauty innovation to millions through exclusive content and interactive activations.

Colgate has announced the launch of Colgate Optic White Vitamin C, a breakthrough whitening toothpaste powered by Vitamin C, alongside a landmark Asia Pacific partnership with BTS member j-hope. The collaboration marks a bold step in oral beauty innovation, positioning Colgate at the intersection of science, beauty and pop culture.  

j-hope, celebrated globally for his radiant “Sunshine Smile” and vibrant personality, has been named the official ambassador for Colgate’s new oral beauty range. His role will see him headline a major campaign across APAC, inspiring consumers to unlock their most confident selves. Fans can expect exclusive campaign drops, behind-the-scenes content and interactive challenges across Colgate’s social media platforms.  

Samir Singh, President, Enterprise Oral Care at Colgate-Palmolive, explained the scientific leap underpinning the launch: “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. The launch of Colgate Optic White Vitamin C represents a major leap forward in oral beauty innovation. Consumers no longer separate beauty from oral care and this product reflects that shift.”  

For the first time, Colgate Optic White™ Vitamin C incorporates 95 percent pure stabilised Vitamin C. This unique formulation delivers high-impact brightening, reducing yellowing and helping to remove up to seven years of stains in as little as seven days, while protecting enamel health.  

Singh added: “j-hope’s optimism and famous sunshine smile has inspired millions around the world. He is the perfect partner for us to take this product to millions of people.”  

The partnership underscores Colgate’s ambition to redefine oral care as a vital part of beauty, tapping into the cultural influence of K-pop and the global appeal of BTS. With j-hope at the helm, Colgate Optic White Vitamin C is set to resonate with a new generation of consumers who see oral care as integral to self-expression and confidence.