THE SCIENCE OF ACTIVE PROTECTION

Colgate Total^®

^{*Independent national survey conducted by NielsenQ on a sample of 4,500 consumers in the CCC.}

Brand Overview
Products
FAQ

Overview

The new Colgate Total Active Protection is a new standard in protective oral care. Rather than fixing your problems, we want to make sure you don’t have them in the first place. Colgate Total, with its Powerful, Patented⁴, Preventative² Technology, Helps fight the root cause¹ of many oral health problems, before they even start

Gum Problems

Plaque

Tartar

Sensitive Teeth

Enamel Erosion

Stains

Bad Breath

Cavities

Explore Total Products

Woman smiling for the power of Colgate total active protection

Say Goodbye to Oral Problems Before They Even Start

Discover the power of Colgate Total Active Protection. Our advanced protection formula features a unique system that stabilizes our active ingredient, providing superior⁵ performance to help prevent many common oral health problems —keeping your smile healthier for longer.

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use

superior formula at fighting the root cause

Helps Fight the Root Cause¹ of Oral Care Problems

Unlike other toothpastes, Colgate Total's superior formula is 3X More effective at fighting the root cause of many common oral care problems⁵

¹plaque reduction before problems occur; helps protect enamel against acid erosion

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use

Enjoy Long-Lasting Preventative Benefits with 12-Hour Whole Mouth Protection²

Make every brush count with Colgate Total Active Protection.12-hour whole mouth protection² that's clinically proven.

²after 4 weeks continued use

Colgate total active protection toothbrush

Elevate Your Oral Care Routine

Upgrade your routine with our complete regimen for a cleaner, healthier mouth:

Colgate Total Clean Mint Toothpaste
Colgate Total Gum Care Mouthwash

Say Goodbye to Oral Problems Before They Even Start

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use

Helps Fight the Root Cause¹ of Oral Care Problems

Unlike other toothpastes, Colgate Total's superior formula is 3X More effective at fighting the root cause of many common oral care problems⁵

¹plaque reduction before problems occur; helps protect enamel against acid erosion

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use

Enjoy Long-Lasting Preventative Benefits with 12-Hour Whole Mouth Protection²

Make every brush count with Colgate Total Active Protection.12-hour whole mouth protection² that's clinically proven.

²after 4 weeks continued use

Elevate Your Oral Care Routine

Upgrade your routine with our complete regimen for a cleaner, healthier mouth:

Colgate Total Clean Mint Toothpaste
Colgate Total Gum Care Mouthwash

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Products

Experience the Most Advanced Protection
Against Oral Problems*

Colgate Total Active Protection Clean Mint Toothpaste

Buy Now Learn More

Colgate Total Active Protection Fresh Mint Toothpaste

Buy Now Learn More

Colgate Total Active Protection Advanced Whitening Toothpaste

Buy Now Learn More

Colgate Total Active Protection Gum Care Toothpaste

Buy Now Learn More

Colgate Total Active Protection Gum Care Mouthwash

Buy Now Learn More

Colgate Total Mint

Waxed Dental Floss

Learn More

Colgate – No.1 Toothpaste Brand in the World*
*Euromonitor Intl. Ltd.; BPC 2024ed, Retail Value Sales, 96 countries, 2023 Data.

Its superior formula is the result of more than 4,500 tested formulas****

It has more than 150 patents**** in the world

It has more than 100 clinical studies****

Colgate – No.1 Toothpaste Brand in the World*
*Euromonitor Intl. Ltd.; BPC 2024ed, Retail Value Sales, 96 countries, 2023 Data.

Its superior formula is the result of more than 4,500 tested formulas****

It has more than 150 patents**** in the world

It has more than 100 clinical studies****

Powerful, Patented^⁴, Preventative^² Technology

* if not properly formulated

** twice daily brushing with 4 weeks continuous use

*** plaque reduction before problems occur

**** US patented

Frequently Asked Questions

HOW DOES THE NEW COLGATE TOTAL® ACTIVE PROTECTION HELP PREVENT ORAL HEALTH ISSUES?

The new Colgate Total^® Active Protection helps fight the root cause¹ of many oral health problems by providing clinically proven 12-hour whole mouth protection² and long lasting preventative benefits , helping to stop issues before they even start.

¹plaque reduction before problems occur; helps protect enamel against acid erosion

²after 4 weeks continued use
WHY IS THE NEW COLGATE TOTAL® ACTIVE PROTECTION A SMART OPTION FOR MY PROTECTIVE ORAL HEALTH?

The new Colgate Total^® Active Protection offers a complete system of products designed to work together. With our active protection toothpastes, toothbrush, and mouthwash, you get scientifically proven care that helps fight the root cause¹ of many common oral care problems⁵

¹plaque reduction before problems occur; helps protect enamel against acid erosion

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use
WHAT'S UNIQUE ABOUT THE NEW COLGATE TOTAL® ACTIVE PROTECTION MOUTHWASH?

Colgate Total^® Active Protection Gum Health Mouthwash offers up to 12-hour¹ Antibacterial Protection and long lasting benefit against the root cause of many common oral care problems¹

¹reduction in plaque bacteria after 4 weeks 2x daily continuous use vs brushing alone with fluoride toothpaste.
HOW DOES THE NEW COLGATE TOTAL® ACTIVE PROTECTION TOOTHPASTE HELP PREVENT ORAL HEALTH PROBLEMS?

The new Colgate Total^® Active Protection toothpaste portfolio features a unique, patented stannous fluoride formula designed for superior⁵ performance to help prevent many common oral care issues

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use
WHAT MAKES THE NEW COLGATE TOTAL® ACTIVE PROTECTION TOOTHPASTE DIFFERENT FROM REGULAR TOOTHPASTE?

The new Colgate Total^® Active Protection toothpaste (such as Colgate Total^® Whitening toothpaste) uses advanced technology with stannous fluoride to help protect against new surface stains, making it 3X more effective at fighting a root cause² of many oral health issues beyond what regular toothpaste can achieve with brushing alone.

²plaque reduction vs. fluoride toothpaste with 3 months continued use
WHAT IS A GOOD TOOTHPASTE FOR WHITENING TEETH?

To help whiten teeth, discover toothpaste like Colgate Total^® Active Protection Advanced Whitening Toothpaste and Colgate Total^® Plaque Pro Release Whitening Toothpaste
HOW DOES COLGATE TOTAL® ACTIVE PROTECTION TOOTHPASTE WORK?

Colgate Total^® Active Protection toothpastes feature a Powerful, Patented⁴, Preventative² Technology designed to tackle today’s most common dental challenges like Plaque, Tartar, Sensitive Teeth, Enamel Erosion, Stains, Bad Breath, Cavities. Our breakthrough patented formula contains a unique system that stabilizes our active ingredient and is designed for superior⁵ performance to help prevent many common oral care issues

²after 4 weeks continued use

⁴US patent

⁵plaque reduction vs fluoride toothpaste, with 3 months continued use
WHAT IS THE ACTIVE INGREDIENT IN COLGATE TOTAL TOOTHPASTE?

Stannous fluoride is the powerful active ingredient in Colgate Total^® Active ProtectionToothpaste, delivering a range of benefits like cavity protection, gum health, and relief from sensitivity. While stannous fluoride is unstable in water, often found in toothpaste, Colgate Total® Active ProtectionToothpaste has an innovative stabilization system to keep it stable and effective.

Colgate Total^®

Overview

Say Goodbye to Oral Problems Before They Even Start

Helps Fight the Root Cause¹ of Oral Care Problems

Enjoy Long-Lasting Preventative Benefits with 12-Hour Whole Mouth Protection²

Elevate Your Oral Care Routine

Say Goodbye to Oral Problems Before They Even Start

Helps Fight the Root Cause¹ of Oral Care Problems

Enjoy Long-Lasting Preventative Benefits with 12-Hour Whole Mouth Protection²

Elevate Your Oral Care Routine

Products

Experience the Most Advanced Protection
Against Oral Problems*

Colgate Total Active Protection Clean Mint Toothpaste

Colgate Total Active Protection Fresh Mint Toothpaste

Colgate Total Active Protection Advanced Whitening Toothpaste

Colgate Total Active Protection Gum Care Toothpaste

Colgate Total Active Protection Gum Care Mouthwash

Colgate Total Mint

Waxed Dental Floss

Powerful, Patented^⁴, Preventative^² Technology

Frequently Asked Questions

HOW DOES THE NEW COLGATE TOTAL® ACTIVE PROTECTION HELP PREVENT ORAL HEALTH ISSUES?

WHY IS THE NEW COLGATE TOTAL® ACTIVE PROTECTION A SMART OPTION FOR MY PROTECTIVE ORAL HEALTH?

WHAT'S UNIQUE ABOUT THE NEW COLGATE TOTAL® ACTIVE PROTECTION MOUTHWASH?

HOW DOES THE NEW COLGATE TOTAL® ACTIVE PROTECTION TOOTHPASTE HELP PREVENT ORAL HEALTH PROBLEMS?

WHAT MAKES THE NEW COLGATE TOTAL® ACTIVE PROTECTION TOOTHPASTE DIFFERENT FROM REGULAR TOOTHPASTE?

WHAT IS A GOOD TOOTHPASTE FOR WHITENING TEETH?

HOW DOES COLGATE TOTAL® ACTIVE PROTECTION TOOTHPASTE WORK?

WHAT IS THE ACTIVE INGREDIENT IN COLGATE TOTAL TOOTHPASTE?

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Colgate Total®

Overview

Say Goodbye to Oral Problems Before They Even Start

Helps Fight the Root Cause¹ of Oral Care Problems

Enjoy Long-Lasting Preventative Benefits with 12-Hour Whole Mouth Protection²

Elevate Your Oral Care Routine

Say Goodbye to Oral Problems Before They Even Start

Helps Fight the Root Cause¹ of Oral Care Problems

Enjoy Long-Lasting Preventative Benefits with 12-Hour Whole Mouth Protection²

Elevate Your Oral Care Routine

Products

Experience the Most Advanced Protection Against Oral Problems*

Colgate Total Active Protection Clean Mint Toothpaste

Colgate Total Active Protection Fresh Mint Toothpaste

Colgate Total Active Protection Advanced Whitening Toothpaste

Colgate Total Active Protection Gum Care Toothpaste

Colgate Total Active Protection Gum Care Mouthwash

Colgate Total Mint

Waxed Dental Floss

Powerful, Patented⁴, Preventative² Technology

Frequently Asked Questions

Colgate Total^®

Experience the Most Advanced Protection
Against Oral Problems*

Powerful, Patented^⁴, Preventative^² Technology