One 3.8 oz tube of Colgate Optic White Purple Toothpaste
Removes 1 year of stains* (*when brushing twice daily for 3 weeks)
Safely removes 5X more surface stains with micro-polishing action* (*vs. ordinary, non-whitening toothpaste after 2 weeks of continued use)
Fresh mint toothpaste flavor with sweet peppermint and anise for a refreshing taste
Enamel safe for daily use
Optic White Purple is a fluoride toothpaste that provides cavity protection
Purple toothpaste for teeth whitening
Description
Colgate Optic White Purple Toothpaste removes 1 year of stains* while freshening breath with its mint flavor. With effective micropolishers, this purple toothpaste for teeth whitening safely removes surface stains. This enamel safe anticavity toothpaste is designed with a refreshing sweet peppermint flavor. Optic White Purple removes 5X more surface stains with micro-polishing action** for a brighter smile. *when brushing twice daily for 3 weeks **vs. ordinary, non-whitening toothpaste after 2 weeks of continued use
Suggested Age: Adult
Product Warning: Adult Use Only
Product Form: Paste
Primary Active Ingredient: Sodium Fluoride
Package Quantity: 1
TCIN: 94823729
UPC: 827854025412
Item Number (DPCI): 049-09-3404
Origin: Imported
If the item details aren’t accurate or complete, we want to know about it.
Active ingredients
sodium fluoride (0.15% w/v fluoride ion)' '0.24%
Purpose
Anticavity
Directions
Directions
adults and children 2 years of age and older: brush teeth thoroughly, preferably after each meal or at least twice a day, or as directed by a dentist or physician
children 2 to 6 years: use only a pea sized amount and supervise child's brushing and rinsing (to minimize swallowing)
children under 2 years: ask a dentist or physician
Other information
Patents: cppatents.com, Your community may not yet accept tubes for recycling. Check locally. Learn more at colgate.com/goodness, Recyclable tube
Estimated ship dimensions: 1.614 inches length x 6.26 inches width x 1.969 inches height
Estimated ship weight: 0.3203 pounds
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
Q: Is this enamel safe or does it contain the typical ingredients found in normal whitening toothpastes or whitening strips?
submitted by Dana Kelly - 23 days ago
A: Hi! Colgate Optic White Purple toothpaste is enamel-safe for daily use and uses a non-hydrogen peroxide formula with micro-polishing action to safely remove surface stains. With twice-daily use, it removes up to 95% of daily surface stains after 2 weeks. 🦷✨
submitted byColgate Palmolive Consumer Affairs - 22 days ago
Brand expert
Q: What is the reason for it being purple?
submitted by snow - 3 months ago
A: Good question! The purple color of Colgate Optic White Purple toothpaste was inspired by trends observed in the beauty industry, and is included to boost the aesthetic impact of toothpaste.
submitted byColgate Palmolive Consumer Affairs - 3 months ago
Brand expert
Q: How long should it take to whiten a C3 to a B1?
submitted by Kassidy - 6 months ago
A: Hello! Whitening results can vary from person to person, depending on the stain type and intensity. This purple fluoride toothpaste removes 95% of daily surface stains for a brighter smile after 2 weeks of twice-daily use. If you would like assistance exploring our whitening products, please give us a call at 1-800-468-6502, Monday-Friday, 9 am-5:30 pm. 🦷✨
submitted byColgate Palmolive Consumer Affairs - 6 months ago
The Colgate Optic White Purple toothpaste has garnered mixed feedback from guests, with many appreciating its unique purple color and fresh mint flavor. While some guests reported noticeable improvements in teeth whiteness after consistent use, others experienced issues with sensitivity or did not see significant results. The toothpaste is praised for its smooth texture and ease of use, making it a fun addition to daily oral care routines. Overall, it offers a gentle whitening option for those looking to brighten their smile.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.4
4.4 out of 5 stars
193 star ratings
4.4 out of 5 stars with 193 reviews
effectiveness
4.0 out of 5
effectiveness: 4 out of 5
quality
4.5 out of 5
quality: 4.5 out of 5
value
4.2 out of 5
value: 4.17 out of 5
62% would recommend
8 recommendations
4 out of 5 stars
Thumbs up graphic, would recommendWould recommend
26 August, 2026Verified purchase
(no review title)
I'm not sure if I'm noticing a difference in having brighter/whiter teeth
New mommy
effectiveness
4.0 out of 5
effectiveness: 4 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
Did you find this review helpful?
4 out of 5 stars
18 August, 2026
originally posted on Colgate
10/10
[This review was collected as part of a promotion.] It was kind of hard to squeeze out of tube! Thick consistency but very smooth and there wasn’t any aftertaste, it just tasted clean but not in a minty way! No strong scent at all. Did see a small difference but would need to continuously use. Already finished bottle would repurchase.
JanellyT
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4 out of 5 stars
17 August, 2026
originally posted on influenster.com
Pretty good
I thought it was like those other toothpaste that just is purple and wouldn’t do anything productive but I am impressed to see that it is really effective and it helped me on smiling more
SemhalH
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5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
9 August, 2026Verified purchase
(no review title)
Noticeable brighter and whiter teeth! I have sensitive teeth too and have noticed any issues!
Melissa
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2 out of 5 stars
10 July, 2026Verified purchase
(no review title)
Box came broken
Did you find this review helpful?
2 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
2 July, 2026Verified purchase
Leaves blue tint
It tastes mild and brushes on well, but those are the only good traits. I typically use Colgate optic white basic white formula. The purple paste has blue 1 and Red 33. Which both can stain teeth. My teeth seem to have a blue tint after using and it is hard to wash the blue out of the crevices of my teeth. It makes no sense why Colgate would dye this whitening paste purple.
AHH
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
2.0 out of 5
quality: 2 out of 5
value
1.0 out of 5
value: 1 out of 5
2 guests found this review helpful. Did you?
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
18 June, 2026
Works v. Competitor. Great Pepermint Flavor.
Works. I use this once per day, after brushing with regular Colgate toothpaste. It works better than the competitor. This also has a great peppermint flavor that lasts.
30YrCX
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
2 guests found this review helpful. Did you?
5 out of 5 stars
2 June, 2026
(no review title)
Great flavor it’s fantastic
rebecca
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2 out of 5 stars
8 May, 2026
originally posted on Colgate
Doesn't whiten very well
[This review was collected as part of a promotion.] I'm honestly not too impressed by this product. I mean, as just a basic toothpaste it's fine. However as a whitening toothpaste I didn't really see a difference.. It does leave my mouth feeling fresh and clean. Other than that, I'm not impressed
1 reply from Customer Care team - 4 months ago
We are sorry to hear that this paste missed the mark for you. Please feel free to reach out to us at 1-800-827-7627 9am-5:30pm est. We would love to help you find your perfect paste.
AshleyM
3 guests found this review helpful. Did you?
4 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
5 May, 2026Verified purchase
pass, no better than a regular toothpaste
I've been using this multiple times a day and I don't see any difference.
Martha
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
2 guests found this review helpful. Did you?
4 out of 5 stars
5 May, 2026
originally posted on Colgate
Taste of it
[This review was collected as part of a promotion.] This is the first time I’m learning about this toothpaste. I like the quality of it. I’m very satisfied. I decided to start using it. It’s a great value I like design of it where it can stand upright I would recommend it to my friends and family.
AleciaA
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5 out of 5 stars
Thumbs down graphic, would not recommendWould not recommend
15 April, 2026Verified purchase
(no review title)
Love this product, easy to use, great taste ( love the purple color...most of all it does get you teeth clean... & the price was fair!
DEOWN
Did you find this review helpful?
2 out of 5 stars
11 April, 2026Verified purchase
(no review title)
They just reduced the size but are charging the same price, aka shrinkflation. It works fine but not worth it anymore
bg
5 guests found this review helpful. Did you?
4 out of 5 stars
Thumbs up graphic, would recommendWould recommend
11 April, 2026Verified purchase
Purple color for whiter effect.
Really like Colgate toothpaste. I really like the idea of purple working to make yellow teeth tones appear a brighter white without bleach. I took off 1 star as the size seems to be shrinking. I need more time to see stain removal.
Winson1
effectiveness
4.0 out of 5
effectiveness: 4 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
4.0 out of 5
value: 4 out of 5
4 guests found this review helpful. Did you?
2 out of 5 stars
2 April, 2026
originally posted on influenster.com
Not worth the price
Not worth the price. I don’t see a difference between using this toothpaste and the one using baking soda. The aftertaste is very strong and doesn’t rinse out very easily. It’s incredibly heavy on your teeth and has a gross feeling after using it. My breathe is super fresh afterwards but I would not buy this again.
1 reply from Customer Care team - 5 months ago
Hello! Thank you for trying our toothpaste. We're sorry it didn’t meet your expectations and want to help. Please call us Mon-Fri, 9 am–5:30 pm EST at 1-800-468-6502, or email, text, or chat with us on our website. We’ve shared your feedback with our team and understand your concern about price. Increases reflect factors like raw materials, manufacturing, distribution, and retail realities. We strive to balance a sustainable business with affordable prices and ensure our products remain competitive. Your feedback will be considered in future planning.
BrittanyS
1 guest found this review helpful. Did you?
3 out of 5 stars
2 April, 2026
originally posted on Colgate
Good Cleaning, But Not For Sensitive Teeth
[This review was collected as part of a promotion.] I have sensitive teeth, and unfortunately I found this toothpaste heightened my sensitivity. As a result, for part of my testing period, I ended up having to reduce my usage from twice a day to once a day (I alternated with another sensitive paste), which likely interfered with my whitening results. It left my breath feeling fresh and my teeth feeling clean, but I couldn't tolerate the discomfort from the paste long term. I would imagine this could be a very good whitening paste for someone whose teeth aren't as sensitive as mine, hence the "good" rating, but I wanted to review from the perspective of someone with teeth sensitivity.
1 reply from Customer Care team - 5 months ago
We're sorry to hear about your experience with our toothpaste and would like to help. Please call us Monday-Friday 9 am to 5:30 pm EST at 1-800-468-6502. You can also email, send us a text, or chat live with one of our representatives within the link we've provided below. We're ready and waiting to hear from you: https://www.colgatepalmolive.com/en-us/contact-us
JessicaF
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5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
28 March, 2026Verified purchase
It works!
After only a few uses, I’ve already noticed an improvement in the whiteness of my teeth (which are yellowing due to my coffee drinking).
TargetshopperND
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
1 guest found this review helpful. Did you?
3 out of 5 stars
6 March, 2026
originally posted on influenster.com
Nothing crazy
Tastes a bit soapy but not terrible. Affordable and fine as a basic toothpaste, similar to most available toothpastes on the market. Dispenses as a usual toothpaste.
1 reply from Customer Care team - 6 months ago
Thanks for giving us a try, but we're sorry to hear it didn't work as expected. We'd like to talk with you to get some additional information. Please call us at your convenience at 1-800-468-6502 9-5:30pm est.
AmyM
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5 out of 5 stars
4 March, 2026
originally posted on influenster.com
Great whitening toothpaste
Great toothpaste for whitening, noticed a huge difference after just a few days of using it. It has a fresh. Lean taste and lathers. The tube seems to last a good amount of time.
AmberS
1 guest found this review helpful. Did you?
4 out of 5 stars
2 March, 2026
originally posted on Colgate
Removes stains.
[This review was collected as part of a promotion.] Flavor is minty and leaves freshness in my mouth. It dispenses easily which keeps it clean. Packaging is okay, it’s plastic, but much is never ideal. It does work and whitened my teeth some.
