Colgate is deep in the reinvention of the oral care category, acquiring category disruptor Hello in January 2020, and upping its brushing game in August with the launch of an AI-powered smart electronic toothbrush called hum with a Gen Z palette and an approachable price point.

Mental wellness has increasingly become a topic of conversation and a growing trend. hum by Colgate announced a partnership with leading meditation and mindfulness app Headspace to help consumers stress less and smile more by creating healthier daily habits.

This is a collaboration that may seem a little odd, but the connection lies in what drives each brand: changing behavior in the quest for a more healthy life. The partnership encourages consumers to treat the existing routines in their day—whether it’s going for a walk outside or brushing their teeth—as a chance to observe and reflect on their thoughts. To bring that to life, Headspace will host “Mindful Moments” programming in the hum by Colgate app, and hum will provide free trials to Headspace Plus for its users.

“Headspace is a perfect partner for hum by Colgate as both of our brands share the mission to reinforce healthy habits while improving overall health and bringing more smiles to the world,” says Bill Van de Graaf, Vice President of Marketing North America, Colgate-Palmolive. “Uniting our brands offers a powerful opportunity for hum to continue to create unique experiences that are relevant for our millennial consumers’ lifestyle and to reinforce the tie between oral health and overall wellness.”

hum by Colgate was developed to democratize the connected brush offering, making brushing a little more fun by rewarding consumers for staying on top of their brushing routine. Consumers can earn Smile Points every time they brush or complete an activity on the hum by Colgate app, which can be used to purchase any product in the hum in-app store or to redeem offerings from wellness partners, like Headspace.

“Headspace’s mission is to improve the health and happiness of the world, and to reach the world it is incredibly important that we meet people where they are,” said Lindsay Shaffer, Senior Director of Partnerships at Headspace. “That is why it’s so exciting to partner with a brand like hum, which shares our commitment to supporting the daily routines, that in just a few minutes a day, help to improve health and happiness. By incorporating mindfulness into your daily brushing routine, you are able to care for your mind at the same time you care for your smile.”

Users can unlock a 60-day free Headspace trial once they earn 200 Smile Points in the hum by Colgate app, which they can redeem within 30 days on the Headspace website.