UNLOCK THE NEXT EVOLUTION OF K-BEAUTY WITH COLGATE PURPLE

K-Beauty has always set the standard for global beauty trends—introducing glass skin, gradient lips, and innovative routines that redefine self-care. But as the world looks for the next evolution in beauty, a new focus is emerging: the power of a radiant smile. Leading this charge is Colgate, with its groundbreaking Optic White Purple Toothpaste and Serum, now endorsed by none other than K-Pop icon IU.

IU’s Secret to a Timeless Glow

The queen of K-Pop, IU, has kept her glow for over 17 years in the spotlight. At 32, she can still convincingly play a 16-year-old on TV. While her youthful charm comes from natural beauty and talent, her bright smile is one of her most powerful assets. Now, she reveals the secret behind it: Colgate Optic White Purple Toothpaste and Serum.

The Hidden Power of a Smile

K-Beauty has given us glass skin, gradient lips, and flawless routines. But one of Korea’s best-kept beauty secrets is much simpler—a radiant smile. Smiles connect people instantly, turning strangers into fans. For IU, her beaming laugh and warm grin are as iconic as her songs. The truth is, beauty shines brightest when it’s shared through a smile.

Purple = Whiter Teeth

So why purple? Color Theory holds the answer. Purple sits opposite yellow on the color wheel, so it cancels out yellow tones. The Optic White Purple Toothpaste uses purple brighteners to neutralize yellowish hues, creating the illusion of whiter teeth. It’s a viral beauty hack that quickly earned awards, went out of stock nationwide, and secured Colgate’s place as the #1 whitening toothpaste in drugstores.

Introducing Colgate Optic White Purple Serum

Riding on that success, Colgate takes oral beauty to the next level with the Optic White Purple Serum. Packed with 50 times more purple brighteners, the serum works like makeup for your teeth—ideal for quick touch-ups before a date, interview, or any moment where confidence counts.

Your 3-Step Routine:

1. Brush with Optic White Purple Toothpaste

2. Boost with Optic White Purple Serum

3. Glow up and embrace the power of your smile

Oral Beauty: The Future of K-Beauty

Beauty isn’t just skin-deep; it’s also in the way you radiate confidence. Oral beauty is the new frontier of K-Beauty, and Colgate leads the movement. With IU as its muse, the message is clear: protect your teeth, brighten your smile, and own your spark.

Own Your Smile

IU’s timeless appeal proves one thing—a bright, confident smile never goes out of style. With Colgate Optic White Purple Toothpaste and Serum, you too can unlock this K-Beauty secret and make your smile the highlight of your beauty routine.