Recently Colgate has released their new vegan toothpaste ‘Smile for Good’ with a recyclable toothpaste tube and a new high tech nonstick toothpaste tube itself, ‘Elixir,’ respectively. Both products can be purchased only in Europe at the moment, with Chemist Warehouse, Woolworths, Coles, Priceline, and Amazon UK. 

Some early reviews of both the ‘Elixir’ and ‘Smile for Good’ toothpastes from Amazon UK and Amazon from other European countries such as Spain and Italy, are great. 

For the ‘Elixir’ all reviews are five stars, even though there were only six people reviewing. For ‘Smile for Good’ the reviews are moderately positive with things like “fresh!,” “Perfect for sensitive skin, treats bleeding gums. Whitening and protecting 10 out of 10,” and “Great taste and great for the planet!” being said.

Colgate ‘Elixir’ uses the product LiquiGlide, which is a non toxic formulated liquid that when applied to a super-hydrophobic surface allows the substance to slide freely and eliminate friction between solids and liquids. It does this by using textured surfaces that feature complex microscopic patterns which in turn creates a thin cushion of air that allows the liquid to slide off instead of stick onto thus changing the chemistry of its surface making it permanently slippery. In an interview with CNN LiquiGlide co-founder Dave Smith said, “We’re not inventing any new chemicals…We’re putting together combinations of materials in a way that creates this effect and we can do it from materials that are readily available, perfectly safe.”’ 

LiquiGlide was invented in 2012 by MIT student Smith and Professor Kripa Varanasi, also known as the Varanasi Research Group. The original intent of the product was for the eventual usage in food such as ketchup, mayo, hummus, sour cream, mustard, etc. It is now being used to get every last droplet of toothpaste from Colgate’s new see-through recyclable tube. According to Gizmodo, “The line features three distinct varieties, including Colgate Elixir White Restore (white) with three whitening ingredients, Colgate Elixir Gum Booster (pink) which promises improved gum and enamel care using “dual fluoride technology and hyaluronic acid,” and Colgate Elixir Cool Detox (black) which adds charcoal and coconut extracts that to supposedly make your mouth feel fresher for longer.” 

Colgate ‘Smile for Good’ launches in Australia in major retailers for $8 and is one of if not the first recyclable plastic toothpaste tube and as such is categorised by the Australian Recycling Label Program. Colgate ‘Smile for Good’s toothpaste tubes are recyclable unlike the ones we use now, as it is made of HDPE which is used in milk jugs and plastic bottles so they can be reprocessed and repurposed for things like construction materials and packaging. 

Colgate’s ‘Smile for Good’ toothpaste is the first result of five-plus years of work and research toward their target goal of 100% recyclable, reusable, and compostable Colgate product by 2025. The ‘Smile for Good’ toothpaste itself is made of 99.7% natural/organic ingredients: the combo of both the new toothpaste and tube make it an eco toothpaste suitable for vegans. According to Inside FMCG, “Colgate Smile for Good has two variants such as Smile for Good Protection and Smile for Good Natural White. The range also has Smile for Good Protection mouthwash, Colgate Bamboo Charcoal toothbrush and Smile for Good dental floss. It is Sodium Lauryl Sulfate-free, vegan, gluten-free and sugar-free.”

In addition, Colgate-Palmolive is offering their rivals/competitors access to the technology “to help transform the wider market” and keep the Earth clean. Colgate also supports the UN Sustainable Development Goals and the Ellen MacArthur Foundation’s New Plastics Economy Global Commitment. 

In an interview with Convenience and Impulse Retailing Simon Petersen, the General Manager of Colgate-Palmolive South Pacific said, ‘“Making toothpaste tubes part of the circular economy will help keep plastic productive and eliminate waste. There is a lot of work ahead but launching Colgate Smile for Good is a major first step.”’

If you’re from the U.S. and interested in trying one of the products, Amazon UK will ship to the U.S. Although, you won’t be able to Prime it.