CO. by Colgate Launches Oral Care for Gen Z

CO. by Colgate has launched, which features products marketed toward Generation Z, which are available exclusively at Ulta Beauty.

Previously: Beauty x Oral Care: the Next Opportunity

Products in the collection include:

• Oh So Dazzling: Enzyme-powered teeth whitening toothpaste
• TLC Toothbrush: Manual toothpaste with ultra soft bristles
• The CO. Worker: Rechargeable electric toothbrush
• Later, Stains!: Foaming anti-stain mouth rinse
• SuperNova: Rechargeable at-home teeth whitening kit
• It's Lit: Overnight teeth whitening wand
• Co. to Go: On-the-go anti-cavity toothpaste tabs

According to the brand's website, "We made this line of products to reimagine your wellness routine. CO. will make you smile brighter, so you can have more fun, speak up louder and live your truth boldly."

CO. is said to represent a fluid idea around self-care or "one that change based on what you want and when you want it."

CO. by Colgate is building a donation model into the brand to give back with every purchase, focusing on non-profit organizations that help ensure a future where everyone can live their truth boldly.

Monica Arnaudo, chief merchandising officer, Ulta Beauty, said: "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. As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests' holistic well-being. CO. by Colgate turns the simple act of brushing one's teeth into a self-care ritual–and that's something to smile about."

Dana Medema, VP and general manager, Oral Care, Colgate North America, said: "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. 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."

Ingredients (Oh So Dazzling): Sodium Monofluorophosphate, Poloxamer 105, Calcium Pyrophosphate, Triacetin, PEG-12, PVP, PEG/PPG-116/66 Copolymer, Tetrasodium Pyrophosphate, Silica, Flavor, Betaine, Sodium Lauryl Sulfate, Sodium Saccharin, Hydrogen Peroxide, Sucralose, Carboxylesterase, Maltodextrin, BHT.