Colgate Launches First-Ever Colgate Optic White Purple Serum

Petaling Jaya, 23 April 2025: Colgate is redefining teeth whitening with the launch of its first-ever Colgate Optic White Purple Serum, a revolutionary addition to its expanding oral beauty portfolio. Designed as a teeth whitening booster[1], this innovative serum product brightens smiles by instantly colour-correcting yellow tones[2] with its deepest, lusciously rich purple formula helping Malaysians achieve effortless confidence.

With beauty enthusiasts curating countless products for flawless skin and perfect hair, Colgate is bringing oral beauty into the spotlight—because a bright, radiant smile is just as key to a polished look. This game-changing serum is set to be the must-have beauty essential, making it easier than ever to enhance your smile anytime, anywhere.

Colgate Optic White Purple Serum is the latest bold addition to Colgate’s purple oral beauty portfolio, following last year’s launch of its first Colgate Optic White Purple toothpaste – an all-purple whitening toothpaste designed to instantly colour-correct yellow tones2, coupled with High Cleaning Silica and Core Shell Silica to help remove teeth surface stains[3].

For decades, Colgate has been at the forefront of oral care innovation, and now, the brand is pushing the boundaries even further by transforming oral care into a key part of the beauty routine. Anand Taparia, Senior Marketing Director, Colgate-Palmolive South ASEAN Hub shared, “At Colgate, we believe in the power of radiant, healthy, and authentic smiles that spark confidence. The launch of Colgate Optic White Purple Serum is a testament to our commitment to revolutionise oral beauty, providing a quick and easy whitening boost that complements and enhances modern beauty habits.”

The Colgate Optic White Purple range harnesses the science of colour theory to instantly colour-correct yellow tones2 on your teeth. Now, with the addition of the new Colgate Optic White Purple Serum, featuring its deepest, lusciously rich purple hue, you can enjoy superior colour correction for a whitening boost[1] anytime anywhere.

Its enamel-safe formula makes it suitable for daily use, while its quick and easy application ensures you only need to Pump, Purple, Smile! Just follow this three-step routine.

The Colgate Optic White Purple Serum is not a replacement for toothpaste but an add-on to enhance your daily oral beauty routine. For the ultimate whitening boost, use it together with Colgate Optic White Purple toothpaste. Its compact design slips effortlessly into your beauty kit, allowing for quick touch-ups on the go, so you can always shine with confidence—whether you’re heading out for a date, a job interview, a festive celebration, or snapping the perfect selfie.

Colgate Optic White Purple Serum is available via Colgate e-commerce platforms on Lazada, Shopee and TikTok , as well as pharmacies such as Caring, Guardian and Watsons near you. Elevate your oral beauty routine with this effortless whitening boost and let your smile shine as bright as you do.

For more information, go to the Colgate Optic White Purple Serum product page.

[1] vs brushing with Colgate non whitening toothpaste alone 

[1] vs brushing with Colgate non whitening toothpaste alone

[2] For temporary efficacy

[3] When used as directed

Source: Press Release