Colgate toothpaste was sold in glass jars since 1873. Tubes, as pioneered by Kalodont, Johnson & Johnson (Zonweiss) and Sheffield, were introduced in 1896.

Colgate became popular in the 1950s, with the slogan “It Cleans Your Breath While It Cleans Your Teeth”, written by copywriter Alicia Tobin.

In 2007, the Advertising Standards Authority in the UK told Colgate that it could no longer make the claim that 4 out of 5 dentists recommended Colgate. Investigation had showed that the study had telephone surveyed dentists to list toothpastes they recommended, and their competitors were recommended at similar rates. The claim was deemed deceptive.