Colgate-Palmolive continues to shake up the oral category with a Gen Z approach to oral care that transforms the act of brushing your teeth into a ritual for feeling good. The new brand was born from the belief that a smile is at the heart of feeling beautiful and confident. CO. by Colgate encourages all people to share their authentic selves with the world, smile brighter, express themselves freely, and live their truth boldly.

The collection of products targets the next generation of beauty consumers searching for brands that represent their values, complement their lifestyles, and inspire self-expression. Bypassing traditional FDM channels, CO. by Colgate launched exclusively at Ulta Beauty and on Ulta.com and CO.Colgate.com.

“We’re delighted to be the exclusive retail partner for CO. by Colgate and provide a platform for this innovative collection to be discovered and embraced,” said Monica Arnaudo, Chief Merchandising Officer, Ulta Beauty. “As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests’ holistic wellbeing. CO. by Colgate turns the simple act of brushing one’s teeth into a self-care ritual—and that’s something to smile about.”

Even in a world that values self-expression, 39% of Americans report not feeling accepted as their true selves. CO. by Colgate aims to help change this reality by supporting, spotlighting, and celebrating organizations and individuals who advocate for a future where everyone feels confident to express themselves freely.

“Self-expression is at the core of CO. by Colgate, underscored by our belief in a future where everyone can feel confident to express themselves freely,” said Dana Medema, Vice President and General Manager, Oral Care, Colgate North America. “CO. by Colgate is more than a line of transformative oral beauty products that help create brighter smiles. It aspires to celebrate and support those working every day to build a brighter, more inclusive future. We hope to help shape a world where everyone feels safe and encouraged to be who they truly are.”

Powered by Colgate’s 200+ years of oral care expertise, CO. by Colgate incorporates best-in-class technology and science to create innovative, effective, and trusted products with a Gen Z approach powered by positivity. CO. by Colgate is building a donation model into the brand to give back with every purchase, focusing on nonprofit organizations that help ensure a future where everyone can live their truth boldly.

The collection features seven products, including toothpaste, toothbrushes, mouth rinse, teeth whitener, and toothpaste tabs, all designed to deliver a bright smile packaged for a beauty enthusiast. The products are priced from $8 for a manual toothbrush to $129 for a Rechargeable At-Home Teeth Whitening Kit.