Similar to using purple shampoo to remove brassy, yellow tones in blonde hair, purple teeth whitening toothpaste uses colour theory to counteract yellow teeth staining and leaves your teeth looking instantly* whiter.

_{*Effect is temporary.}

Many people wonder, “How does purple toothpaste work?” As purple is opposite yellow on the colour wheel, using a purple whitening toothpaste can have an instant* but temporary whitening effect, leaving your smile looking brighter and whiter.

Some purple toothpaste brands use abrasive ingredients that are harsh on your tooth enamel. Colgate Max White Purple Reveal combines instant whitening technology with fluoride to gently brighten your smile while protecting your tooth enamel, and is safe enough to use every day.