# Brightening Vitamin Toothpastes Colgate Optic White Vitamin C Toothpaste Supports Oral Beauty By Laura McQuarrie | Published 2026-08-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/colgate-optic-white-vitamin-c-toothpaste References: [prnewswire](https://www.prnewswire.com/apac/news-releases/colgate-launches-new-optic-white-vitamin-c-with-j-hope-of-bts-302851584.html) & [colgate](https://www.colgate.com/en-ph/products/toothpaste/colgate-optic-white-vitamin-c)  Oral care is borrowing from skincare's playbook, adopting the same language that consumers already associate with their skin routines, and it's showing up in [innovative oral beauty products](https://www.trendhunter.com/trends/perlae) like Colgate Optic White Vitamin C Toothpaste. "Consumers no longer separate beauty from oral care and this product reflects that shift," said Samir Singh, President, Enterprise Oral Care, Colgate-Palmolive and previously, EVP Marketing, Asia Pacific. This toothpaste incorporates 95% pure stabilised Vitamin C to reduce yellowing and help with removing seven years of stains in seven days, all while supporting healthy, protected enamel. BTS' j-hope is the ambassador for Colgate's new oral beauty range and will bring the Sunshine Smile he's known for to consumers to inspire confidence through the power of [Vitamin C brightening](https://www.trendhunter.com/trends/brightboost-whitening-powder). ## Trend Insights (Trend Hunter) - Score: 9.3/10 - Popularity: 94% | Activity: 95% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Skincare-inspired Oral Care:** Beauty-positioned toothpaste reflects a broader convergence of personal care categories where familiar skincare ingredients create premium, routine-driven oral products. - **Vitamin-infused Whitening:** Ingredient-led brightening formulas such as stabilized Vitamin C introduce new differentiation in whitening care by combining efficacy claims with wellness-oriented appeal. - **Celebrity-led Oral Beauty:** Global ambassadors and pop culture partnerships elevate toothpaste from a functional hygiene item into an aspirational confidence and beauty product. ### Who This Affects Most - **Oral Care:** The category is expanding beyond cavity prevention and freshness into beauty benefits, creating space for hybrid products with cosmetic-style claims. - **Beauty and Personal Care:** Cross-category ingredient borrowing allows beauty brands and oral care companies to develop products that connect skincare routines with smile aesthetics. - **Consumer Wellness:** Preventive health, appearance, and self-care are blending in daily-use products, encouraging new positioning around confidence, protection, and visible results. ## Related on Trend Hunter - [Biomimetic Toothpaste Serums](https://www.trendhunter.com/trends/tooth-armour-toothpaste-serum.md) - [Vitamin-Infused Toothpastes](https://www.trendhunter.com/trends/better-better.md) - [Vitamin-Infused Oral Wellness Systems](https://www.trendhunter.com/trends/oral-wellness-system.md) - [Luxe Oral Sprays](https://www.trendhunter.com/trends/luxurious-oral-spray.md) - [Oral Care Range Expansions](https://www.trendhunter.com/trends/better-better1.md) - [Vitamin C Toothpastes](https://www.trendhunter.com/trends/vitamin-c-whitening-toothpaste.md) - [Luxury Oral Health Sprays](https://www.trendhunter.com/trends/selahatin-escapist.md) - [Naturally Derived Whitening Kits](https://www.trendhunter.com/trends/lumineux-oral-essentials.md) - [CBD-Infused Mouth Rinses](https://www.trendhunter.com/trends/mint-mouth-rinse.md)