WellnessPicks is reader-supported. When you buy through links on this page we may earn a commission from Shopee, Lazada or TikTok Shop, at no extra cost to you. No brand pays to be featured or ranked. How we make money.
Quick verdict
Overall pick Closeup White Now Toothpaste Purple Serum Gel 85 g (Unilever Beauty Official Store)
Closeup White Now Purple Serum scores higher overall (70 vs 64): its listing gives the full ingredient list and it costs less per 100 g on Shopee (about ₱132 vs ₱199 for a single tube). Colgate Optic White Purple matches its FDA notification by exact name and gives clearer directions for children, but that notification runs only to February 2027.
Choose Closeup if
You want to see the whole ingredient list before buying and prefer the lower single-tube price per 100 g, and you accept that the registry shows the Closeup variant only at product level (White Now Purple, NN-1000014003892).
Choose Colgate if
You want an exact FDA name match and clear directions for children, and you can buy a multipack (4 x 100 g is about ₱90 per 100 g on Shopee) or on Lazada, where the 100 g tube was ₱130 on 25 October 2026.
The overall pick follows the weighted Wellness Picks score (70 vs 64 out of 100), not the number of criteria won below.
Head-to-head summary
Rows come from each product’s record and from the guide that ranks both. Prices checked 2026-10-25. We did not use or test either product.
Criterion by criterion
Where the evidence is not strong enough to call a winner, we say so.
What you will care about when choosing
Closeup: ₱112 for 85 g, about ₱131.76 per 100 g. Colgate: ₱199 for 100 g. Colgate's 4 x 100 g bundle (₱361) is about ₱90.25 per 100 g, which beats Closeup's single tube.
Evidence: Shopee listing prices checked 25 October 2026, from our toothpaste guide.
Closeup lists the full ingredient list in the text (including sodium fluoride). Colgate says "see pic and details" and names sodium fluoride in the warning only.
Evidence: Both Shopee listings, read 25 October 2026.
Colgate states a pea-sized amount for ages 2 to 6 under supervision and physician or dentist advice under 2. Closeup says brush twice a day and do not swallow, without an age line.
Evidence: Both Shopee listings, read 25 October 2026.
Neither listing gives the fluoride level in ppm.
Evidence: Both Shopee listings, read 25 October 2026.
From our weighted scoring
19 vs 22 out of 25 points.
15 vs 12 out of 20 points.
9 vs 8 out of 20 points.
6 vs 5 out of 10 points.
15 vs 14 out of 15 points.
6 vs 3 out of 10 points.
Final result
Rounds count every row equally. The weighted Wellness Picks score does not, and it decides the pick. On the scoring axes, a lead of at least 10% of the axis points counts as a round won.
Evidence and limits
- Closeup: listing checked 2026-10-25; registration NN-1000014003892.
- Colgate: listing checked 2026-10-25; registration NN-1000012523536.
- We compare what each listing and label state; we did not use or test either product.
- Not compared for lack of evidence: whitening results, taste, abrasiveness, ease of use and warranty.
- The exact Closeup "Purple Serum Gel" name is not in the FDA registry results we could list; the product-level match is "Closeup White Now Purple Toothpaste" (NN-1000014003892, valid to 14 February 2028).
- Colgate's exact-name notification (NN-1000012523536) is valid to 15 February 2027; a second Colgate entry for the product runs to 26 April 2028.
- Lazada prices (Closeup 85 g ₱105, Colgate 100 g ₱130 on 25 October 2026) differ from Shopee's; compare both.
- Prices change; a price change does not change a score unless we re-score the product. This is general information, not medical advice.
- Fact-checked and reviewed by WellnessPicks team on 2026-10-25.
