Colgate (toothpaste)

Colgate is an American brand principally used for oral hygiene products such as toothpastes, toothbrushes, mouthwashes and dental floss. Manufactured by Colgate-Palmolive, Colgate oral hygiene products were first sold by the company in 1873, sixteen years after the death of the founder, William Colgate. The company originally sold soap.

Colgate logo red.svg
Product typeOral hygiene
OwnerColgate-Palmolive Company
CountryUnited States
Introduced1873; 148 years ago (1873)
Colgate Dental Cream (Toothpaste) With Gardol - ca. 1950s


1915 magazine ad

Colgate toothpaste was sold in glass jars since 1873. Tubes, as pioneered by Kalodont, Johnson & Johnson (Zonweiss)[1] and Sheffield, were introduced in 1896.[2]

Colgate became popular in the 1950s, with the slogan "It Cleans Your Breath While It Cleans Your Teeth", written by copywriter Alicia Tobin.[3]

In 2007, the Advertising Standards Authority in the UK told Colgate that it could no longer make the claim that 4 out of 5 dentists recommended Colgate. Investigation had showed that the study had telephone surveyed dentists to list toothpastes they recommended, and their competitors were recommended at similar rates. The claim was deemed deceptive.[4]

As of 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 products making up the remaining 14%).[5] It also commanded approximately 70% of the oral care market in Brazil.[6]

Consumer holding Colgate with hemp seed oil, 2020

Colgate registered the label for toothpaste containing hemp seed oil with the U.S. government around January, 2020.[7]

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 toothpastes, mouthwashes and lip balms containing cannabidiol (CBD).[8]


According to a 2015 report by market research looper Kantar Worldpanel, Colgate is the only brand in the world purchased by more than half of all households.[9] Colgate has a global market penetration of 67.7% and a global market share of 45%.[5] Despite this, it maintained the highest growth rate of all brands in the survey, with 40 million new households purchasing Colgate-branded products in 2014.[6]

See alsoEdit


  1. ^ Zonweiss: the First Toothpaste in a Tube? at
  2. ^ "Colgate-Palmolive Company History: Creating Bright Smiles for 200 Years". Archived from the original on 2006-05-02. Retrieved 2007-10-01.
  3. ^ Cross, Mary (2002). A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture. Greenwood Press. pp. 116–117. ISBN 978-0313314810. Retrieved 4 September 2020.
  4. ^ Derbyshire, David (February 10, 2018). "Colgate gets the brush off for 'misleading' ads".
  5. ^ a b "Colgate-Palmolive Company 2015 Annual Report" (PDF). The Colgate-Palmolive Company. Retrieved January 12, 2016.
  6. ^ a b "Brand Footprint". Retrieved January 12, 2017.
  7. ^ "COLGATE HEMP SEED OIL- sodium fluoride paste, dentifrice". DailyMed (drug labels database). U.S. National Library of Medicine. January 21, 2020. NDC code 35000-041-46. Retrieved 2020-04-18.
  8. ^ "Colgate to buy U.S. vegan toothpaste maker". Reuters. January 23, 2020 – via Yahoo! News.
  9. ^ "Colgate bought by over half of the world households - Global site - Kantar Worldpanel". Retrieved January 12, 2017.

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