# Colgate (toothpaste) > Mediated Wiki article. Canonical URL: https://mediated.wiki/source/Colgate_(toothpaste) > Markdown URL: https://mediated.wiki/source/Colgate_(toothpaste).md > Source: https://en.wikipedia.org/wiki/Colgate_(toothpaste) > Source revision: 1350886447 > License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/) {{Short description|American dental hygiene brand}} {{Use mdy dates|date=May 2022}} {{Use American English|date=July 2024}} {{Infobox brand | name = Colgate | logo = Colgate.svg | logo_caption = Logo since 2018 | producttype = [Oral hygiene](/source/Oral_hygiene) | currentowner = [Colgate-Palmolive](/source/Colgate-Palmolive) | introduced = {{Start date and age|1873}} | country = United States | origin = United States | markets = Worldwide | website = {{url|https://colgate.com/}} }} [[File:Colgate Dental Cream ca 1950s.jpg|thumb|Colgate Dental Cream (toothpaste) with [Gardol](/source/Sodium_lauroyl_sarcosinate) {{circa|1950s}}]] '''Colgate''' is an American multinational brand principally used for [oral hygiene](/source/oral_hygiene) products such as [toothpaste](/source/toothpaste)s, [toothbrush](/source/toothbrush)es, [mouthwash](/source/mouthwash)es and [dental floss](/source/dental_floss). Manufactured by [Colgate-Palmolive](/source/Colgate-Palmolive), Colgate's oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, [William Colgate](/source/William_Colgate). The company originally sold soap. ==History== [[File:Colgate ad 1915.jpg|thumb|upright=0.5|Colgate advertised in ''[The American Magazine](/source/The_American_Magazine)'' in 1915.]] Colgate toothpaste was sold in glass jars since 1873. Tubes, as pioneered by [Kalodont](/source/Kalodont), [Johnson & Johnson](/source/Johnson_%26_Johnson) (Zonweiss) and [Sheffield](/source/Sheffield_Pharmaceuticals), were introduced in 1896. Colgate became popular in the 1950s, with the slogan "It Cleans Your Breath While It Cleans Your Teeth", written by copywriter Alicia Tobin. In 2007, the Advertising Standards Authority in the UK told Colgate that it could no longer make the claim that four out of five dentists recommended Colgate. The investigation showed that the study had telephone surveyed dentists to list the toothpaste they recommended, and their competitors were recommended at similar rates. The claim was deemed deceptive. In 2015, oral care products (principally produced under the Colgate brand) were the Colgate-Palmolive company's largest source of income, making up around US$7.5 billion, or 47% of net sales globally (with personal care products such as shampoos making up 20%, home care products such as laundry detergents 19% and pet nutrition making up the remaining 14%). It also commanded approximately 70% of the oral care market in Brazil. In 2018, Colgate licensed [Kolibree](/source/Kolibree) technology from Paris-based Baracoda Daily Healthtech,{{Cite web|date=January 6, 2019|title=Company Profile for Baracoda|url=https://www.businesswire.com/news/home/20190106005127/en/Company-Profile-for-Baracoda|access-date=September 23, 2021|website=www.businesswire.com|language=en}} launching the Colgate Smart Electric toothbrush.{{Cite news|last=Morrissey|first=Janet|date=October 11, 2019|title=Does Your Toothbrush Have an App Yet?|language=en-US|work=The New York Times|url=https://www.nytimes.com/2019/10/11/technology/dental-schools-technology.html|access-date=September 23, 2021|issn=0362-4331}} They offer connected toothbrushes for children and adults under the Hum brand umbrella.{{Cite web|title=hum - smart connected toothbrushes from Colgate|url=https://hum.colgate.com/|access-date=September 23, 2021|website=hum.colgate.com}} Colgate previously used [triclosan](/source/triclosan) as the active anti-bacterial agent in Colgate Total toothpaste, since its introduction in 1997.{{cite web |title=New Colgate® Total® Fresh Stripe™ Toothpaste Introduced |work=Colgate-Palmolive |date=February 2, 1999 |access-date=2024-08-01 |url=https://investor.colgatepalmolive.com/news-releases/news-release-details/new-colgater-totalr-fresh-stripetm-toothpaste-introduced}} No other toothpaste brand in the USA used triclosan when Colgate Total was introduced, Colgate pioneered the use of triclosan in toothpaste. The FDA ruled on September 6, 2016, that triclosan is not generally recognized as safe and effective (GRAS/GRAE).{{Cite web |date=2020-03-24 |title=FDA issues final rule on safety and effectiveness of antibacterial soaps |url=https://www.fda.gov/news-events/press-announcements/fda-issues-final-rule-safety-and-effectiveness-antibacterial-soaps |access-date=2023-08-17 |website=FDA |language=en}}{{dead link|date=May 2025|bot=medic}}{{cbignore|bot=medic}} Due to health and environmental concerns, triclosan was phased out, and by 2019 it is no longer used.{{cite web |title=Our Policy on Ingredient Safety |work=Colgate-Palmolive |date=August 1, 2024 |access-date=2024-08-01 |url=https://www.colgatepalmolive.com/en-us/sustainability/our-sustainability-policies/ingredient-safety |archive-url=https://web.archive.org/web/20240703040715/https://www.colgatepalmolive.com/en-us/sustainability/our-sustainability-policies/ingredient-safety |archive-date=2024-07-03 |url-status=live}} In January 2020, Colgate registered the label for toothpaste containing [hemp oil](/source/hemp_oil) with the U.S. government. In February 2020, Colgate's parent company announced an agreement to purchase Hello Products, a New Jersey company that had earlier in the month introduced toothpaste, mouthwashes, and lip balms containing [cannabidiol](/source/cannabidiol) (CBD). Colgate Tooth Powder is still being manufactured and marketed.{{Cite web |title=Colgate Toothpowder for Strong and Healthy Teeth |url=https://www.colgate.com/en-in/products/toothpowder/colgate-toothpowder |access-date=2024-05-24 |website=www.colgate.com |language=en-IN}} ==Reception== According to a 2015 report by [market research](/source/market_research) company [Kantar Worldpanel](/source/Worldpanel_by_Numerator), Colgate was the only brand in the world purchased by more than half of all households.{{Cite web|url=http://www.kantarworldpanel.com/global/News/Colgate-bought-by-over-half-of-the-worlds-households|title=Colgate bought by over half of the world households - Global site - Kantar Worldpanel|website=www.kantarworldpanel.com|access-date=January 12, 2017}} Colgate had a global [market penetration](/source/market_penetration) of 67.7% and a global [market share](/source/market_share) of 45%.{{Cite web|url=http://www.colgate.com/us/en/annual-reports/2015/common/pdf/Colgate-Palmolive_2015-Annual-Report.pdf|title=Colgate-Palmolive Company 2015 Annual Report|publisher=The Colgate-Palmolive Company|access-date=January 12, 2016|archive-url=https://web.archive.org/web/20160418110848/http://www.colgate.com/us/en/annual-reports/2015/common/pdf/Colgate-Palmolive_2015-Annual-Report.pdf|archive-date=April 18, 2016|url-status=dead}} It maintained the highest growth rate of all brands in the survey, with 40 million new households purchasing Colgate-branded products in 2014.{{Cite web|url=http://www.brandfootprint-ranking.com/#/brands-in-action/global-brands/colgate|title=Brand Footprint|website=www.brandfootprint-ranking.com|access-date=January 12, 2017}} ==See also== {{Portal|Companies|Medicine}} *[List of toothpaste brands](/source/List_of_toothpaste_brands) *[Index of oral health and dental articles](/source/Index_of_oral_health_and_dental_articles) ==References== {{Reflist}} ==External links== {{commons category|Colgate toothpaste}} *{{Official}} {{Colgate-Palmolive}} {{DEFAULTSORT:Colgate (Toothpaste)}} Category:American brands Category:Brands of toothpaste Category:Colgate-Palmolive brands Category:Products introduced in 1873 --- Adapted from the Wikipedia article [Colgate (toothpaste)](https://en.wikipedia.org/wiki/Colgate_(toothpaste)) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Colgate_(toothpaste)?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.