Colgate is the latest personal care and cosmetics brand attempting to win over Gen Z with a targeted sub-brand.
The oral care giant's new venture CO., which launches exclusively at Ulta, is tapping into the emerging oral beauty category, as seen via Kendall Jenner-backed brand Moon, new player Cocofloss and luxury toothpaste line Marvis.
In-line with the trend for value-driven consumerism, CO. is planning to donate a percentage of sales to yet to be announced non-profits.
Seven products will debut with the line, including a whitening toothpaste and treatment, stain removing mouthwash, tooth tabs, a whitening kit as well as a manual and an electric toothbrush.
According to Dana Medema, VP of Oral Care, Colgate North America, Co. is catering to Gen Z's demand for self-expression and authenticity.
"CO. by Colgate is more than a line of transformative oral beauty products that help create brighter smiles," she continued.
"It aspires to celebrate and support those working every day to build a brighter, more inclusive future. We hope to help shape a world where everyone feels safe and encouraged to be who they truly are."
Monica Arnaudo, Chief Merchandising Officer at Ulta Beauty, added: "As a beauty leader and preferred destination among Gen Z beauty enthusiasts, we know how important daily routines are to our guests' holistic wellbeing.
"CO. by Colgate turns the simple act of brushing one's teeth into a self-care ritual."