The Science Behind Colgate Optic White Pro Series Allure Best of Beauty Winner

2 min read

Allure editors test thousands of beauty products every year. They choose the ones that perform. In 2026, Colgate Optic White Pro Series Toothpaste earned the Allure Best of Beauty Award for “Best Toothpaste”, joining a list of products selected for one reason: they work.

Colgate Optic White Pro Series is our most advanced whitening toothpaste to date. Powered by Hydrogen Peroxide, the same ingredient dentists use to whiten your teeth, Pro Series dissolves 15 years of deep-set stains* within the enamel—reaching where your brush can't and brightening your smile from the inside out!

*When brushing twice daily for two weeks.

HP Complex: The Ingredients Behind the Results

Colgate Optic White Pro Series is formulated with HP Complex, our unique formulation of Hydrogen Peroxide that is clinically proven to go beneath the surface to dissolve deep-set stains.* Brushing helps remove stains from the surface of teeth. Optic White Pro Series also contains hydrogen peroxide, a whitening ingredient that can move beyond the tooth surface and act on the color-causing compounds in stains. The formula pairs that peroxide-based whitening approach with polishing to help teeth look brighter.

While most whitening toothpastes** only scrub surface-level stains, our Hydrogen Peroxide Complex uses molecules small enough to diffuse through the enamel to dissolve deep-set discoloration.

*When brushing twice daily for two weeks.

**Without hydrogen peroxide

What the Formula Delivers

5X Whiter Teeth After 1 Day**

In head-to-head testing, Colgate Optic White Pro Series delivered 5X whiter teeth** after just one day of use.

**Vs. Crest 3D White Advanced silica-based toothpaste. Use as directed.

Visibly Whiter Teeth in 3 Days

When used as directed, the Colgate Optic White Pro Series Hydrogen Peroxide toothpaste delivers visibly whiter teeth in three days. That’s your routine made remarkable!

ActivShine Technology

Our proprietary ActivShine technology provides an advanced polishing action that smooths the enamel surface to better reflect light. Much like a gloss finish on paint, this smoother surface makes the tooth color appear more vibrant and attractive by revealing a next-level shine while making teeth feel clean and smooth.

Enamel-Safe Whitening Toothpaste for Daily Use

Dissolving surface-level and deep-set stains without compromising enamel health, this award-winning whitening toothpaste is designed for no tooth sensitivity, making it suitable for daily use.

About the Allure Best of Beauty Award

The Allure Best of Beauty Award has recognized the best products in beauty for more than 25 years. Editors and expert testers evaluate thousands of submissions annually, and winners are chosen for real-world performance. Launched nationwide in March 2026 as an evolution of the original Optic White formula, Colgate Optic White Pro Series was named “Best Toothpaste”, bringing a 2026 Allure Best of Beauty Award Winner to your everyday routine.

Shop Colgate Optic White Pro Series

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