I’ll admit the pearlized, holographic packaging drew me in at first, but I wanted to get my hands on the products and test them out for myself — so I could confirm that it wasn’t all hype. I’ve grown up using Colgate products, so I have some underlying trust there, but I tapped Liz Suspanic, Colgate’s brand manager of oral-care innovation to get the scoop on the collection.

Throughout the wildly unpredictable pandemic and all of its variants, many people — including our superhero-like essential workers and Allure editors — have turned to their beauty routines as a means to de-stress and care for themselves. Colgate saw a gap in the oral-care market (after all, everyone has to brush their teeth every day), especially in regards to a growing crop of inclusivity-minded Gen Z beauty enthusiasts. The brand’s research eventually led them to the name CO., which is short for Colgate and “reflects the ethos of the brand and what it represents: community, collection, confidence, and collaboration,” Suspanic says.

I personally think the brand campaign lives up to the name, but at the end of the day, I care most about whether or not the products work. So, without further ado, let’s take a closer look at all seven products:

Kicking it off is the It’s Lit Overnight Whitening Wand, which is made up of just four ingredients: alcohol, water, hydrogen peroxide, and acrylates/octylacrylamide copolymer. Sarah Winter, a board-certified dentist and founder of Sarah Winter Dental in La Jolla, California, says that hydrogen peroxide has a “well-proven track record as a whitening ingredient, penetrating through the deeper layers of the teeth and breaking up compounds that cause discoloration.” And according to Kami Hoss, a board-certified dentist and CEO of The Super Dentists based in San Diego, the acrylates/octylacrylamide copolymer is a film-forming and fixative agent that is water-resistant, so the hydrogen peroxide can stay on longer.

However, both caution against applying more than the recommended dose (one to two clicks per four teeth) or leaving the formula on for too long, as that may result in tooth and gum sensitivity — or even long-term enamel damage. (In the event of short-term irritation, Winter says a soothing vitamin E gel will come to the rescue.)

After two weeks of continued use, this no-frills treatment is supposed to make your teeth look up to three shades brighter. I like the concept of a whitening wand but the formulas are usually so heavy that I can’t fall asleep before wiping it off. (Perhaps that’s just me.) However, this serum is so lightweight and barely noticeable, and the brush applicator never overdoes the dosage.

Suspanic tells me that the wand creates “a coating that allows for a slow release and extended [overnight] exposure to the active ingredient, hydrogen peroxide.” Come morning, you’ll see some white “stains” on your teeth that you easily remove with your toothbrush. Over the past two weeks, I’ve definitely noticed less yellowing (did I mention I’m an avid coffee drinker?), but you really have to be consistent over a span of three to four weeks (as Winter recommends) for the best results — and, of course, keep up your regular brushing and flossing habits.

The Later, Stains! Foaming Anti-Stain Mouth Rinse is probably the most innovative product of the bunch, mostly because it’s a mouthwash that doesn’t require thorough rinsing and “helps prevent everyday stains from sticking to your teeth,” Suspanic explains. After swishing the airy, minty foam in your mouth for up to a minute, simply spit out the excess and you’re done.

But how does it actually prevent stains from forming? Laura Lam-Phaure, a cosmetic chemist, serves up her best hypothesis. “As most pyrophosphates are considered to be anti-calculus agents, [the formula’s] disodium pyrophosphate helps prevents the formation of calculus on the teeth by controlling mineralization,” she says. Calculus, for those unfamiliar, is a hardened film of bacteria caused by a buildup of plaque over time — and that occurs through mineralization via calcium and phosphate ions found in your saliva, Lam-Phaure graciously explains, after I follow up with more questions. She also calls out cetylpyridinium chloride, an antiseptic ingredient that guards the teeth against plaque, gingivitis, and by association, staining.

Most mouthwashes tend to be way too harsh and almost stinging, so this sweet, non-overwhelming mint flavor is such a welcome surprise. There’s also much less density to jostle around, so it’s really user-friendly. Plus, you get a nice freshening effect, which will only become more relevant and helpful as we collectively inch towards “normal times” (aka, one day being in close proximity with people without wearing masks).

The Later, Stains! Foaming Anti-Stain Mouth Rinse is probably the most innovative product of the bunch, mostly because it’s a mouthwash that doesn’t require thorough rinsing and “helps prevent everyday stains from sticking to your teeth,” Suspanic explains. After swishing the airy, minty foam in your mouth for up to a minute, simply spit out the excess and you’re done.

But how does it actually prevent stains from forming? Laura Lam-Phaure, a cosmetic chemist, serves up her best hypothesis. “As most pyrophosphates are considered to be anti-calculus agents, [the formula’s] disodium pyrophosphate helps prevents the formation of calculus on the teeth by controlling mineralization,” she says. Calculus, for those unfamiliar, is a hardened film of bacteria caused by a buildup of plaque over time — and that occurs through mineralization via calcium and phosphate ions found in your saliva, Lam-Phaure graciously explains, after I follow up with more questions. She also calls out cetylpyridinium chloride, an antiseptic ingredient that guards the teeth against plaque, gingivitis, and by association, staining.

Most mouthwashes tend to be way too harsh and almost stinging, so this sweet, non-overwhelming mint flavor is such a welcome surprise. There’s also much less density to jostle around, so it’s really user-friendly. Plus, you get a nice freshening effect, which will only become more relevant and helpful as we collectively inch towards “normal times” (aka, one day being in close proximity with people without wearing masks).

My gums are a bit too sensitive for LED devices but Winter reassures me that the SuperNova Rechargeable At-Home Teeth Whitening Kit‘s technology is sound, especially when used with caution and as directed. She says it’s safe for older teens to use and confirms that it’s an effective way to maintain in-office treatments, too. The combination of the LED light and hydrogen peroxide-based serum results in a smile that’s up to six shades brighter in just ten days, according to Suspanic.

For what it’s worth, New York City-based board-certified dentist Pia Lieb and Arizona-based board-certified dentist Brian Harris shared that they’re fans of the Colgate Optic White At-Home Teeth Whitening Kit — and in comparison, the SuperNova Rechargeable At-Home Teeth Whitening Kit seems like a more gentle version of that.

The Oh So Dazzling Toothpaste does a little bit of everything. It contains sodium monofluorophosphate, one of three types of fluoride approved by the Food and Drug Administration (FDA) to guard against cavities, according to Hoss. Lam-Phaure adds that the ingredient strengthens enamel and remineralizes tooth decay.

As a whitening toothpaste, it helps remove surface stains with silica (an abrasive used to polish teeth and clear buildup) and gives teeth a whitening boost with our dear friend, hydrogen peroxide. I’m personally not a fan of overly minty toothpastes, so this sweet mint flavor hits the right spot.

Aiming to reduce your environmental impact? You could start by replacing your plastic tubes with the waterless CO. to Go On-The-Go Anticavity Toothpaste Tabs. The M&M-sized chewables are formulated with enamel-strengthening fluoride, which can also minimize the appearance of mild, superficial staining — as Rhonda Kalasho, a board-certified dentist in Los Angeles, previously explained to Allure.

Although these are the first toothpaste tabs I’ve ever tried, they left a nice impression. There’s no mess involved with popping in a tablet and they foam up really nicely inside your mouth, just like regular toothpaste would.

I haven’t used a manual toothbrush in a hot minute but if I ever need a compact, no-fuss toothbrush for a quick getaway, I’m definitely bringing the TLC Manual Toothbrush along for the ride. It’s outfitted with a comfortable, sturdy grip, has super-soft bristles that are extremely gentle on teeth and gums, and is much more pleasing to look at than any hotel or dentist office freebie I’ve come across in my lifetime.

After experimenting with the entire collection, I can say with confidence that I will keep many of these products in my daily rotation. If you’re intrigued by aesthetic oral care products or didn’t know you had such options to choose from, then CO. by Colgate is most likely up your alley, too.

Shop the entire collection at ulta.com or co.colgate.com for $8 to $129.