Teeth may not always be the first thing that comes to mind in a beauty routine, but Colgate is changing that. 

The latest launch, Colgate Visible White Purple Serum, brings together oral care and beauty in one sleek, purple-packed boost.

This serum is a whitening booster that works on the principle of Color Theory, where purple pigments provide superior color correction by neutralizing yellow tones.

Ayan Guha, Director, Marketing at Colgate-Palmolive (India), said, 

“With the launch of Colgate Visible White Purple Serum, our aim is to make oral care meet beauty in the easiest, most effective way. It’s all about giving people the confidence to brighten their smiles on demand, turning everyday oral care into a fun, enjoyable ritual.”

The serum comes in a compact, travel-friendly design, which also makes it ideal for on-the-go touch-ups. 

With beauty lovers already curating extensive routines for glowing skin and perfect hair, Colgate Visible White Purple Serum makes the case that a luminous smile should be just as essential.

It is applied after brushing. The purple pigments neutralize yellow tones and brighten the smile. 

Its Mint & Yuzu flavors, smooth non-foaming texture, and enamel-safe formula make it easy to use every day.

This launch continues Colgate’s oral beauty journey in India, following the success of Colgate Visible White Purple Toothpaste, introduced in 2024. 

The toothpaste quickly became a standout innovation for its ability to color-correct yellow tones and elevate smiles. 

Together with the debut of the Purple Serum, they now form a powerful duo, offering an easy, effective way to enhance teeth brightness and boost confidence as part of a modern oral beauty routine.

The launch of Colgate Visible White Purple Serum is supported by a social-first campaign that celebrates the ritual of ‘Pump, Purple, Smile’, amplified through creators, influencers, and digital storytelling.