Commerce pivot story / founded 1806
Colgate pivot story
Candles and starch led to toothpaste dominance.
Candles -> toothpaste
Before
Starch, soap, and candles.
to
After
Oral care and consumer hygiene.
The pivot story
Colgate expanded from household products into dental cream and toothpaste, which became its defining category.
Why it worked
Daily-use consumer trust made oral care a natural and repeatable business.
Known for
Toothpaste
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