Colgate has teamed up with the menopause partner for brands GenM to launch a select range of menopause-friendly products that support the changes to menopausal women’s dental health.

The products include Colgate’s Total Advance Gum Care Toothpaste, which offers a 24-hour bacterial defence to help prevent gum problems and protect sensitive teeth, and a Total Advance Deep Clean Toothpaste, which deep cleans hard-to-reach places, fighting bacteria three times more effectively than regular fluoride toothpaste.

The range will be scientifically accredited and signposted with the MTick, GenM’s new menopause-friendly shopping symbol, to help women search and shop for trustworthy and reliable products.

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The collaboration comes as 28% of post-menopausal women suffer from possible tooth loss within five years, with the brands looking to support women managing these changes.

The MTick approved products will feature across UK retail stores, including Tesco, Morrisons and Boots.

Earlier this month, Sainsbury’s became the latest retailer and first ‘Big 4’ grocer to join GenM’s menopause network, alongside the likes of Co-op, Boots and Holland & Barrett.

The grocer will be making improvements to the menopause experience across areas of the business such as HR, marketing, merchandising and product development.