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K-beauty is renowned for its viral beauty hacks, yet teeth have largely been left out of this dialogue – until now, officials say.
August 21, 2025
By: Lianna Albrizio
Associate Editor
Colgate-Palmolive is tapping into K-Pop to sell its Colgate Optic White Purple toothpaste with musician IU at the helm. IU, a multifaceted musician and actress who debuted in 2008, has cultivated a loyal global fanbase known as UAENAs. The partnership marks the first time a Korean celebrity has been engaged for a Colgate campaign of this scale, strategically associating oral care within the thriving K-beauty landscape across 18 markets in the Asia Pacific region. “K-beauty is reno...
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