SAEDNEWS: Colgate-Palmolive is an American personal care company that produces and distributes a wide range of cosmetics, hygiene products, luxury consumer goods, detergents, and medical and veterinary items. The company was founded in 1806 by William Colgate. This text aims to introduce this well-known company.
According to Saed News Success World Service, Colgate is one of the oldest and most reputable brands in the personal care and hygiene industry. Over the years, it has gained remarkable trust among consumers worldwide. The brand we know today as Colgate—most recognized for its toothpaste—is part of the American multinational company Colgate-Palmolive, which operates in consumer goods, including home care, personal care, and veterinary products. The company’s headquarters are located on Park Avenue in Manhattan, New York City.
The story of Colgate dates back more than two centuries to a small company producing soap and candles. Founded in 1806 by a 23-year-old entrepreneur named William Colgate, the company began in New York City, selling starch, soap, and candles. A year later, William’s first business partner, Francis Smith, joined him, leading to the name Smith and Colgate. In 1812, William bought Smith’s shares and partnered with his brother, Bowles Colgate, establishing a family enterprise that would later evolve into William Colgate & Company.
In 1820, Colgate expanded operations to Jersey City, New Jersey, manufacturing its main products—Windsor toilet soap and Pearl starch. After William’s death in 1857, his son Samuel Colgate became the company’s manager, leading it for forty years. Under his direction, the company introduced many new products, such as perfumes, essences, and scented soaps.
In 1873, Colgate introduced an innovative product—toothpaste in glass jars, which was later replaced by the modern collapsible tube in 1896 under the name Colgate Ribbon Dental Cream. By 1910, the company’s management office had moved to Jersey City, reflecting its growing scale.
Meanwhile, in 1864, B.J. Johnson established a soap factory in Milwaukee, Wisconsin, producing Palmolive soap in 1898, which became one of the best-selling soaps worldwide. In 1916, Johnson’s company adopted the name Palmolive. In 1926, Palmolive merged with the Peet Brothers Company, forming Palmolive-Peet Company. Two years later, in 1928, Palmolive-Peet merged with Colgate, creating Colgate-Palmolive-Peet Company, headquartered in Jersey City.
Although the Great Depression caused challenges, the Colgate family eventually regained management in 1933, appointing Bayard Colgate as general manager.
Colgate’s international journey began in 1913 with the establishment of a Canadian subsidiary, followed by one in France in 1920. During the 1920s and 1930s, Colgate expanded into Australia, the UK, Germany, Mexico, the Philippines, Brazil, Argentina, and South Africa. By 1937, the company had founded a subsidiary in India, marking a significant global presence.
The 1940s and 1950s saw Colgate’s rapid growth through acquisitions and product diversification. In 1947, it launched the iconic detergent brands Fab and Ajax to compete with Procter & Gamble. In 1956, the company officially adopted the name Colgate-Palmolive. Under George H. Lesch, appointed as CEO in 1960, Colgate introduced successful products like Cold Power laundry detergent, Palmolive dishwashing liquid, and Ultra Brite toothpaste.
In the 1960s and 1970s, Colgate expanded into new markets, including packaged foods, achieving annual sales growth of nearly 9%. However, environmental concerns over phosphates in detergents and intense competition forced strategic adjustments. Under CEO David Foster, Colgate emphasized collaboration and acquisitions but faced setbacks, including failed food ventures and declining domestic sales.
After Foster’s resignation in 1979, Keith Crane restructured the company, selling unprofitable divisions and focusing on core products—soap, toothpaste, and detergents. However, by the early 1980s, Colgate struggled with product innovation and market competition.
In 1984, Reuben Mark became CEO and launched a major restructuring campaign. He sold unprofitable operations, laid off staff, and refocused on research and development. One key result was the introduction of Colgate Gel Toothpaste, revitalizing the brand. Strategic acquisitions, such as Softsoap in 1987, strengthened Colgate’s position in the personal care market.
By the 1990s, Mark’s policies yielded impressive results: operating profit margins reached nearly 50%. Colgate acquired the Mennen Company in 1992, adding brands like Speed Stick and Baby Magic to its portfolio.
In 1992, Colgate introduced its revolutionary toothpaste Colgate Total, formulated with triclosan to fight gum disease. After extensive FDA testing, it entered the U.S. market in 1997 with a $100 million advertising campaign. The product’s success propelled Colgate to the top of the American toothpaste market for the first time since 1962.
Colgate also launched the Bright Smiles, Bright Futures program in 1991, providing free oral health education to children worldwide. By 2016, it had reached more than 850 million children in 80 countries.
Entering the 21st century, Colgate maintained strong profitability and continued global expansion. Although competition with Procter & Gamble persisted, Colgate held a dominant position in oral care, with around 40% of global market share. The acquisition of European oral care company GABA strengthened its foothold in Europe.
Today, Colgate-Palmolive operates in over 200 countries with approximately 36,000 employees. Under the leadership of Noel Wallace, the company continues to innovate in oral health and pet nutrition, maintaining its reputation as one of the world’s leading consumer goods corporations.
According to Forbes, Colgate ranks 66th among the world’s most valuable brands, with an annual revenue of approximately $15.5 billion as of 2017.
