- In February 2023, Colgate-Palmolive launched the Colgate Optic White ComfortFit LED Teeth Whitening Kit, utilizing specific light wavelengths to enhance whitening effectiveness and improve customer experience. This LED-based innovation is aimed at providing faster and more efficient results for consumers at home
- In December 2022, Wellnex Life Limited acquired Mr. Bright Ltd., an Australian oral care company, to expand its teeth whitening product offerings and strengthen its position in the global market. This acquisition enables Wellnex Life to tap into the growing demand for premium at-home whitening products
- In September 2022, Perfect Corp. partnered with Colgate to introduce an augmented reality (AR) tool that allows consumers to simulate the results of teeth whitening products before purchase. This innovation improves consumer engagement and informs purchasing decisions, particularly in the digital shopping environment
