Ultra Brite is an American brand of toothpaste and tooth-whitener marketed by Colgate-Palmolive in the United States.
Marketed as a whitening toothpaste, its active ingredients are baking soda, hydrogen peroxide and sodium monofluorophosphate.
Ultra Brite gained popularity at the time of its launch with a television and print commercial ad campaign, aimed at Baby Boomers, that stated, "Ultra Brite gives your mouth...[bling]...sex appeal!
"[1] It was introduced as an imitator of Maclean's adult toothpaste, but was soon reformulated with a peppermint flavor to give it a more pleasant taste.
[2] The paste was sold in the United Kingdom from the late 1970s, but was withdrawn in the 2000s owing to competitive pressures.