Colgate has released a new toothpaste formula called Radiant by Optic White via a partnership with beauty specialist, Mario Dedivanovic.

Colgate has rolled out the latest addition to its Optic White toothpaste portfolio. Called Radiant, the fresh release is being marketed as a formula that goes beyond the surface to whiten teeth inside and out to welcome brighter smiles. The variant is now available at retailers across the United States.

“The launch of Radiant by Colgate Optic White represents our continued growth as a premium oral care beauty brand which helps women achieve a radiant, white smile,” said Bill Van de Graaf, VP and General Manager, North America Oral Care Marketing at Colgate-Palmolive.

To celebrate the product’s premiere, the marque has partnered with renowned makeup artist, Mario Dedivanovic, to help women everywhere accentuate their inner glow so that they are constantly looking and feeling their best. The highly sought-after talent began his career as a fragrance consultant.

Dedivanovic has begun his collaboration with the personal care juggernaut by hosting an Instagram Live session demonstrating how one’s inner radiance is captured through the smile. The beauty specialist has also introduced tips for achieving at home the best makeup looks from the red carpet .

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