j-hope Is the New Face of Colgate Optic White

If there is one thing that comes to mind when you think of j-hope, it is probably his smile. The BTS star has long been known for his infectious energy and, fittingly, his unmistakable “Sunshine Smile”, making his latest collaboration feel like a particularly natural pairing.

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.”

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.