• a. Launching nationwide in March 2026, the new and improved Colgate Optic White Pro Series Toothpaste is an evolution of the original formula and our most advanced whitening toothpaste to date. The toothpaste dissolves 15 years of deep-set stains when brushing twice daily for two weeks and provides visibly whiter teeth in three days when used as directed.

• b. The new Colgate Optic White Pro Series Toothpaste builds upon years of research, development, and scientific innovation, achieving visibly whiter teeth in just 3 days*. Our clinically proven formula is powered by Hydrogen Peroxide Complex, our unique formulation of hydrogen peroxide, which gently dissolves both deep-set and surface level teeth stains. With the introduction of our ActivShine technology, this formula now polishes the enamel surface to reveal a next-level shine. *Used as directed

• c. This clinically proven formula gives you 5x whiter teeth than the leading whitening toothpaste after 1 day.* *vs. Crest 3D White Advanced silica-based toothpaste. Use as directed.

Hydrogen peroxide whitens teeth by penetrating the microscopic pores of the enamel to reach stains where they live, both on the surface and deep within the tooth structure. Once inside, the hydrogen peroxide molecules work through a chemical process that dissolves chromogens, the color molecules responsible for stubborn discoloration, rendering them less colored. This "stain-lifting" action gently dissolves deep-set stains that accumulate over years without weakening the enamel or causing tooth sensitivity.

The key active ingredient in the new Colgate Optic White Pro Series Toothpaste is hydrogen peroxide, which is the same whitening ingredient used by dentists.

The Colgate Optic White Pro Series Toothpaste is designed to remove both surface-level and deep-set stains. Surface-level stains are discolorations found on the outer layer of the tooth enamel, while deep-set stains are deeper discolorations within the tooth structure that are traditionally harder to remove. Colgate’s Dual Whitening Technology combines the power of micropolishers, which brush away surface stains and help prevent new ones from forming, with Hydrogen Peroxide Complex, which gently dissolves stains below the surface of teeth. With this technology, the formula is specifically engineered to break down stubborn stains that build up over time from daily habits, such as those caused by coffee, tea, and wine. It is important to note that this formula only whitens natural tooth enamel and will not impact the color of dental work like veneers, crowns, or fillings. as shown in a laboratory study

Consumers can expect to see visibly whiter teeth in just three days when used as directed.