Your Smile is Your Superpower

Smiles come in all styles. That’s what makes them special. A Superpower. Yet over half of young adults feel pressure to have a perfect smile, negatively impacting their confidence.* They look in the mirror and see something to fix, instead of embrace.

We created “The Beauty of Gaps”, a music video that spotlights kids whistling a unique rendition of the rallying anthem ‘Roar’. It embraces so-called “imperfections” and celebrates what makes us stand out. Because the most beautiful smile is the one you own.

See our smile confidence resources:

smile brushing guide activity sheet

*Smile survey by Censuswide (1000 Gen Z consumers aged 11-26), January 2024. Results represent those surveyed who shared an opinion.

We believe everyone deserves a future to smile about

At Colgate, we make products that promote healthy smiles. Not only because having a healthy smile is important to your overall health, but because when you have a healthy smile, you actually smile more – and that’s a powerful thing. Smiles are the simplest form of optimism, something we need now more than ever. That’s why we’re championing optimism – we are committed to creating a healthier planet and working every day to create healthy smiles for all.

Finding the courage to smile first starts here

For over 145 years, we’ve given people the confidence to show off their smiles. And in that time, we’ve seen the impact a smile can have, from breaking down barriers to building up relationships. It’s a powerful thing, using your own smile to help someone find theirs. It can diffuse tension and make the world a better place.

Learn more about Smile First

We empower everyone to master their oral health

Everyone has the right to a bright, problem-free smile. That’s why we’re committed to raising oral healthcare standards everywhere. Whether it’s building healthy new habits as kids or learning something new from the experts, we’re here to give your oral health a boost.

Making oral healthcare easily accessible

We’ve pioneered bold initiatives around the world that give people access to oral healthcare information and resources so they can put their best smiles forward.

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A brighter future for our planet

We’re continually looking for better and more sustainable ways to make our products and packaging including finding opportunities to use less plastic, less water, and as little waste as possible. After all, a healthy planet is something we can all smile about.

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recyclable toothpaste tube


The first of its kind recyclable toothpaste tube


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Know what you're getting

From vegan formulas and exceptional ingredients to what we're using in our sustainable packaging, we are transparent about the products you bring into your home.

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Dental experts


It takes a team to keep you smiling

From the actions we take to the products we make, our team of expert ‘smile-makers’ make sure that you only get the very best.


Get to know our team

Make the U


brighter Futures


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