Colgate taps BTS's j‑hope as APAC face of new whitening toothpaste

Colgate has appointed BTS's j-hope as its Asia Pacific ambassador for its new Colgate Optic White vitamin C, a toothpaste that combines whitening benefits with vitamin C.

J‑hope is chosen as the official ambassador for its new oral beauty range for his signature “sunshine smile,” high energy, and vibrant personality, according to Colgate. “J-hope’s optimism and famous sunshine smile have inspired millions around the world. He is the perfect partner for us to take this product to millions of people,” said Samir Singh, president, enterprise oral care, Colgate-Palmolive and previously, EVP marketing, Asia Pacific.

As part of the campaign, Colgate has released a teaser hinting at both the collaboration and its new vitamin C-infused product. In the video, J-hope is seen ignoring repeated calls until he is addressed as "C-hope." He then reveals that the new Colgate Optic White vitamin C can remove up to seven years of stains in seven days.

Furthermore, a 30‑second campaign video has been rolled out, featuring the beauty breakthrough said to power j‑hope's "sunshine smile": Colgate Optic White vitamin C toothpaste. According to the video, the product contains 95% pure stabilised vitamin C, which is formulated to reduce yellowing while helping to protect enamel.

J‑hope will also headline Colgate's major new launch campaign across APAC, aiming to inspire consumers to unlock their most confident selves. Fans can expect to see J‑Hope bring the power of vitamin C brightening to life through exclusive campaign drops, behind‑the‑scenes content, and interactive challenges on Colgate's official social media channels.

"Vitamin C transformed the skincare industry by helping people’s skin look brighter and more radiant. Based on pioneering oral science work at Colgate-Palmolive, we have unlocked a clinically effective Vitamin C formula for teeth whitening. The launch of Colgate Optic White vitamin C represents a major leap forward in oral beauty innovation. Consumers no longer separate beauty from oral care and this product reflects that shift," said Singh.

MARKETING-INTERACTIVE has reached out to Colgate for more information. 

Don’t miss: Colgate turns toothpaste into a K-drama plot twist

Colgate has been actively riding the Korean wave in its marketing strategies across the Asia Pacific region. Back in June, Colgate Optic White Purple launched "The purple café," an APAC‑wide social‑first campaign that expanded the brand's K‑beauty positioning through episodic storytelling on TikTok. It moved the brand beyond traditional advertising, using a six-part K-drama-inspired series led by Asian influencers instead of traditional actors.

The series reimagined familiar K-drama tropes such as awkward blind dates and judgmental relatives, with Colgate Optic White Purple positioned as a catalyst that helps the protagonists overcome social friction and gain confidence.

Back in July last year, Colgate also named South Korean singer and actress IU as an ambassador for its Optic White purple toothpaste, tapping into the global reach and influence of the K‑pop star as part of the brand's continued push into K‑beauty.

Related articles:

Colgate turns toothpaste into a K-drama plot twist
Colgate brings whitening power to HK tea drinks
Colgate wants to know: What’s the story behind your smile?