Colgate Max White Ultra+ Enamel Toothpaste 75ml, Whitens Deep Stains for 5X Whiter Teeth, ActiveShine Technology Smoothes Ena
Reviewed 9 August 2026 · price checked live
Check price on Amazon →Overview
Colgate Max White Ultra+ Enamel Toothpaste 75ml, Whitens sits in our dental care listings, where we rank by how buyers actually rate a product rather than by brand. The manufacturer says: Powered by active oxygen molecules, this whitening toothpaste delivers clinically proven 5x whiter teeth* and targets more stains**. Unlike regular whitening toothpaste, this formula deeply whitens while protecting and remineralising enamel. Those are the seller's own claims rather than our testing, so treat them as a starting point. On Amazon it holds 4.2 out of 5 from 17 ratings. What that score is worth next to its rivals is set out below.
- Brand
- Colgate
- Amazon rating
- 4.2 / 5 from 17 ratings
- vs Dental Care
- 0.4 below the category median of 4.6
- Rank in category
- 20 of 29 rated dental care we track
- Price position
- Among the cheaper options (category spans £2.79 to £105)
- How proven
- Fewer ratings than most rivals here, so less settled
How it compares in Dental Care
Across the 29 rated dental care products we track, the typical score is 4.6 out of 5. This one sits at 4.2, which is in the bottom quarter of the category. That does not make it a bad buy, but there are better-rated alternatives on the same shelf, so it needs another reason to earn your money.
It carries 17 ratings against a category median of 3,001. That is a thin base by the standards of this category, so treat the score as provisional: a handful of extra reviews can still move it either way.
On price it sits in the lower third of a category running from £2.79 to £105, where the midpoint is about £12.00. Buying at the cheap end is fine when the rating holds up; check the specifics below rather than assuming the saving is free.
Worked out from the 29 dental care products in our catalogue, not from the brand's own claims. How we rank →
Key features
- 5X WHITER TEETH*: Powered by active oxygen molecules, this whitening toothpaste delivers clinically proven 5x whiter teeth* and targets more stains**
- PROTECTS & REMINERALISES ENAMEL: Unlike regular whitening toothpaste, this formula deeply whitens while protecting and remineralising enamel
- ACTIVSHINE TECHNOLOGY: Innovative ActivShine technology smoothes the enamel surface so it reflects more light for a brighter smile
- WARMING RICH FOAM: Deep oxygenated action delivers a unique warming, rich foam. Clinically proven and non-abrasive whitening
- WHAT'S IN THE BOX: 1 x Colgate Max White Ultra+ Enamel Toothpaste, 75ml. Pair with a Colgate toothbrush and mouthwash for complete care
