Unilever's Pepsodent steals the spotlight at Jakarta Fashion Week with Ultra White launch

Unilever Indonesia’s oral care brand Pepsodent has stepped into the premium beauty spotlight with the launch of Pepsodent Ultra White, its first-ever premium whitening toothpaste.

The campaign, created in collaboration with MullenLowe Singapore, supported by IPG Mediabrands Content Studio Singapore and Initiative Singapore, marked a first for the oral care category - with Pepsodent taking over both the runway and social media at Jakarta Fashion Week (JFW) in a bold move that fused fashion, beauty, and science.

With whitening emerging as the fastest-growing oral care category in Indonesia, the new campaign - anchored by the tagline “Be the brightest of them all” - aims to make teeth whitening the next major beauty trend. The concept spotlights a universal truth: that a confident smile never goes out of style.

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At JFW 2025, Pepsodent made an unforgettable debut as models walked the runway smiling, breaking fashion’s traditional “no-smile” rule. Collaborating with Indonesian designers Studio Vian, Julianto, and Ernesto Abram, the showcase featured Pepsodent brand ambassador Maudy Ayunda, alongside muses Ayla Dimitri and Tiqasya, all embodying the campaign’s message of brightness and confidence. 

“Historically, smiles have been missing from beauty and fashion’s biggest stages,” said Madhurjya (Banjo) Banerjee, senior global brand director, oral care, Unilever. “With Pepsodent Ultra White, we wanted to challenge this long-standing norm and show that a radiant smile is the ultimate statement of confidence - on the runway and in everyday life. Pepsodent has long been one of Indonesia’s most trusted family brands, and with Ultra White, we’re proud to reimagine that legacy for a new generation.”

“Bringing whitening and oral care into beauty and fashion is an exciting new chapter for Pepsodent to expand the ideals of beauty while highlighting the science that powers it,” Banerjee added. “Our scientists know that true whitening begins with strong, repaired enamel - because whitening is not only about stain removal but about repairing and protecting your enamel barrier.”

The Pepsodent Ultra White range introduces breakthrough ingredients such as Microwhitening-C and Blue-HAP, which work to deliver up to five shades whiter teeth and rebuild the enamel barrier for longer-lasting results. Complementing the toothpaste, the brand also unveiled a Whitening Protection Spray - designed for consumers with active lifestyles who want to prevent food and coffee stains throughout the day.

Beyond the runway, Pepsodent transformed its campaign into a full-scale cultural activation, incorporating on-ground experiences such as a glambot capturing slow-motion smiles and a Pepsodent Beauty Counter in the VIP lounge. The brand also tapped into social media culture with influencer-driven content, including a seven-day Ultra White challenge and backstage coverage led by fashion icon Patricia Gouw, cementing Pepsodent’s place in beauty routines ahead of fashion week.

“We are thrilled to work with Pepsodent in the latest evolution of its positioning, creating not only a compelling brand moment, but a cultural one,” said Meryke Naude, beauty creative director at MullenLowe Singapore. “Consumers in Indonesia already love and trust Pepsodent’s scientifically backed product offerings, but we wanted to give them another reason to fall in love with the brand all over again. We’re not only redefining what beauty should look like, but reminding people that the most powerful accessory they can wear is their smile.”

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