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Canadian oral care brand Before is expanding its portfolio with Brilliant Breath, an alcohol-free mouthwash formulated to freshen breath while supporting a balanced oral microbiome.

Once confined to a purely hygienic gesture, the oral care ritual has now established itself as a central pillar of beauty and holistic wellbeing.

The brand owned by Colgate-Palmolive is launching Hello Whipped Toothpaste in Canada, a fluoride toothpaste with a whipped texture designed to reinvent the brushing experience ($9.99, 4.0 oz).