j-hope Is the New Face of Colgate Optic White

BTS’ j-hope has been named the new face of Colgate Optic White Vitamin C, bringing his signature smile and energy to the brand’s latest launch.

j-hope has been named the new face of Colgate’s latest addition to its Optic White range, Colgate Optic White Vitamin C, bringing his vibe and radiant personality to the brand’s new oral beauty campaign across Asia Pacific.

The partnership makes sense on more than one level. While j-hope is known for lighting up a room with his energy, Colgate’s newest toothpaste is designed to give smiles a brighter look, too. At the heart of the formula is 95% pure stabilised Vitamin C, an ingredient more commonly associated with brightening skincare than your bathroom shelf.

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

Expect a toothpaste designed to tackle the stains that can accumulate over time, with Colgate claiming it can remove the equivalent of seven years of stains in as little as seven days when brushed twice daily. The formula targets discolouration caused by everyday favourites such as coffee, tea and food, while remaining non-acidic and enamel-friendly. It is also fluoride-protected, making it suitable for twice-daily brushing.

For Colgate, the launch reflects the growing overlap between oral care and beauty, with the humble toothpaste becoming part of a wider self-care routine. “Consumers no longer separate beauty from oral care and this product reflects that shift,” Singh adds.

And if there was ever a celebrity whose smile could make a case for a brighter one, it is probably j-hope.