Colgate Taps BTS’ j-Hope to Launch Vitamin C Whitening Toothpaste

Oral care giant Colgate-Palmolive has partnered with K-pop star j-hope of BTS to launch its latest oral beauty innovation, Optic White Vitamin C toothpaste, across the Asia-Pacific market.

As part of the regional rollout, j-hope—one of seven members of the global pop group behind hits like "Dynamite"—will lead exclusive social media campaigns, behind-the-scenes video drops, and interactive digital challenges across Colgate’s official channels.

The formulation incorporates 95% pure stabilized vitamin C to deliver targeted whitening benefits. Colgate claims the product can remove up to seven years of stains in seven days while maintaining and protecting enamel health.

“Vitamin C transformed the skincare industry by helping people's skin look brighter and more radiant,” said Samir Singh, President of Enterprise Oral Care at Colgate-Palmolive. “Based on pioneering oral science work at Colgate-Palmolive, we have unlocked a clinically effective vitamin C formula for teeth whitening.”

Singh noted that the product reflects a broader market shift as consumers increasingly treat oral hygiene as an extension of their daily cosmetics routine, aligning with broader sector momentum where beauty capital returns to science-backed product development.

“The launch of Colgate Optic White Vitamin C represents a major leap forward in oral beauty innovation,” Singh added. “Consumers no longer separate beauty from oral care, and this product reflects that shift. j-hope's optimism and famous sunshine smile have inspired millions around the world, making him the perfect partner for us to bring this product to millions of consumers.”