CO. by Colgate Teeth Whitening Review 2025

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Overview

This review looks at CO. by Colgate's popular SuperNova Rechargeable At-Home Teeth Whitening Kit. We'll focus on what you get for your money and how the kit works.

CO. by Colgate at a Glance

Best For: Effective, hassle-free teeth whitening from a trusted brand.  

Starting Price: $129

Treatment Duration: Ten consecutive days

Estimated Length of Results: Four to six months

LED Technology: Yes

Money-Back Guarantee: Yes

What Is CO. by Colgate?

CO. by Colgate is part of the multinational Colgate-Palmolive Company. CO. by Colgate's oral beauty range is designed to appeal to the younger generation by offering innovative, fresh, and exciting products.

What sets CO. apart from the rest is its patented blue LED device, which comes with its flagship product, the SuperNova teeth whitening kit. The device contains around 700 LEDs that give off a 400-420 nm wavelength of light, making teeth more susceptible to hydrogen peroxide's bleaching power. According to CO. by Colgate's website, the device has been thoroughly tested and is 100% safe for consumers.

Among the other whitening products on offer are a brushing kit, a brightening kit, an enzyme-powered toothpaste, and an overnight whitening wand. All of the whitening products have been formulated to minimize the risk of sensitivity.

CO. by Colgate also has excellent customer service through live chat, text, or telephone from Sun - Fri between 8 am to 8 pm ET. Alternatively, you can email them any time.

What Comes in the CO. by Colgate Whitening Kit?

When you purchase the SuperNova teeth whitening kit, you will receive the following.

• A rechargeable LED teeth-whitening device

• A charging case for the device

• A whitening wand, which contains whitening serum (0.08 fl oz/2.5 ml)

• A USB cord

CO. by Colgate Teeth Whitening Kit Ingredients

The whitening wand contains CO.’s teeth-whitening serum, a gel which is made of the following ingredients.

• Alcohol (solvent)

• Water (solvent)

• Acrylates/Octylacrylamide Copolymer (polymer film former)

• Hydrogen Peroxide (whitening agent)

Oh So Dazzling

A whitening toothpaste powered by enzymes

Starting Price - $15

Treatment duration – Use daily

Results - You should see whiter teeth after brushing twice daily for four weeks.

Oh So Dazzling claims to be the first enzyme-boosted whitening toothpaste with hydrogen peroxide in the United States. 

The product is designed for no tooth sensitivity and is suitable for adults and children two years of age and older. 

Colgate recommends brushing twice daily with their toothpaste. According to studies mentioned on the website, teeth should be two shades whiter after four weeks.

Pros

• Naturally derived enzyme boosts the whitening effect

• Enamel-safe

• Designed for no tooth sensitivity

Cons

• Can cost more than regular toothpaste

• Some users complain the taste is too sweet

It's Lit 

CO. by Colgate’s overnight teeth-whitening wand

Starting Price - $25

Treatment duration - Use nightly, one week at a time.

Results – Claims to lighten by three shades after two weeks.

It's Lit is an overnight teeth-whitening wand. Just click and brush the whitening serum on your teeth every night before bed and let it work its magic while you sleep. Each wand has enough serum for 35 treatments.

Once you've finished with the wand, you can continue using a new wand without a waiting period. You can use the wand daily or now and again, according to your needs. 

Pros 

• Whitens while you sleep

• Designed for no tooth sensitivity

• Sugar-free and vegan

Cons

• Some users complain that the serum doesn't come out easily

• Some people dislike the serum on their teeth overnight

Is CO. by Colgate Safe and Reliable?

CO. by Colgate says their SuperNova teeth whitening device has been rigorously tested and is 100% safe for consumer use. It won't harm gums or tooth enamel. Likewise, the whitening serum is safe to use.

The formula has a low peroxide concentration to minimize the risk of sensitivity. Contact with gums should be avoided to reduce irritation.

How CO. by Colgate Works

The SuperNova At-Home Teeth Whitening Kit comes with an LED teeth-whitening mouthpiece and a whitening wand containing a 3% hydrogen peroxide serum. Hydrogen peroxide is a whitening agent that can safely eliminate stains in teeth. 

When the LED teeth-whitening device is turned on, LEDs give off a specific wavelength of light, making tooth stains more receptive to the hydrogen peroxide. 

According to a study published in the Journal of Conservative Dentistry, laser, halogen, and LED-light activation produces increased lightening of tooth shade and longer-lasting results than non-light-activated teeth whitening.

How To Use CO. by Colgate's Whitening Kit

The rechargeable at-home teeth whitening kit is straightforward to use.

1. Make sure the device is fully charged before brushing your teeth. 

2. Pat teeth dry and apply the whitening wand to the top row of teeth. Wait ten to 15 seconds to let the serum dry. Repeat on the bottom teeth.

3. Insert the teeth-whitening device into your mouth and turn it on to activate the serum.

4. Wait ten minutes while the device is working.

5. After five minutes, the device will beep once to indicate it’s halfway done.

6. After ten minutes, two beeps indicate the process has finished.

7. Don't eat or drink anything for four hours after the treatment. Once this time has elapsed, brush your teeth.

Use the teeth whitening kit for ten minutes every day for ten consecutive days. The typical time between treatment cycles is three months, so you can use the SuperNova device up to four times a year to maintain a radiant smile. A good time to use the kit is in the morning after breakfast. Results could last up to six months.

Some people may experience gum discomfort or tooth sensitivity when using whitening products. However, CO. by Colgate assures that any discomfort you experience is temporary and not harmful.

Does the CO. by Colgate Actually Work?

Based on reviews we’ve read on websites such as Amazon and Home Tester Club, customers are impressed by how well SuperNova works, even on teeth that have been stained from years of tea and coffee drinking. Others have commented that the wand whitened teeth without causing sensitivity.

Colgate doesn’t offer a guarantee with the SuperNova, however, they state that you can expect the results to last four to six months. This varies depending on how frequently you smoke, drink coffee, or consume other things that might stain your teeth.

CO. by Colgate Pricing

How Much Does CO. by Colgate Cost?

CO. by Colgate sells a variety of products that range in price from $15 for an enzyme-powered teeth whitening toothpaste to $152 for their teeth-whitening kit.

CO. by Colgate periodically offers discounts on its website and social media channels. There's free shipping on orders of $25 and over, and students receive a 20% discount. The brand also has a Referral Rewards Program allowing you to get deals when you refer a friend who places an order. 

When compared to the industry average for similar whitening kits, CO. by Colgate is competitively priced - pitching itself in the mid-range price bracket.

CO. by Colgate Alternatives

How Does CO. by Colgate Compare to Other Whitening Kits?

CO. by Colgate vs Zimba

Both brands offer a teeth-whitening kit that uses LED technology, although, at $50, Zimba's offering is considerably more affordable. Zimba's treatment cycle is slightly longer at two weeks, and both companies offer a guarantee. Results last a similar amount of time.

CO. by Colgate vs Snow

Like, CO. by Colgate's SuperNova, Snow's teeth whitening kit also uses LED technology to eliminate tooth stains. Snow’s kit costs $20 more, and the treatment time is 11 days longer. However, the long-term results are similar at up to six months.

CO. by Colgate vs. Colgate Optic White 

Colgate Optic White's Pro Series LED Teeth Whitening Kit costs considerably less than the SuperNova and has a similar technology—an LED device with around 700 diodes. The treatment length of ten days is the same, and the long-term results are broadly the same.

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Bottom Line  

If you're looking to improve the radiance of your smile, then the SuperNova teeth whitening kit is likely to help you out. It may be a little expensive for some, but it costs less than professional whitening and offers similar results. 

While results differ from one person to another, most people should notice a difference after ten consecutive days of treatment. The product is backed by modern light-activated technology that has been shown to deliver results. Plus, treatment can be repeated every three months.