Unilever’s Pepsodent makes fashion statement with Ultra White launch at Jakarta Fashion Week

Unilever Indonesia’s oral care brand Pepsodent is entering the premium beauty conversation with the launch of Pepsodent Ultra White, its first premium whitening toothpaste. The campaign saw Pepsodent as the first oral care brand to take over the runway and social media at Jakarta Fashion Week in an unprecedented creative partnership, marking a bold pivot for Pepsodent into the worlds of beauty, fashion and self-expression. This groundbreaking launch was developed together with lead agency MullenLowe Singapore, supported by IPG Mediabrands Content Studio Singapore, and Initiative Singapore.

With whitening being the fastest growing oral care category in Indonesia, Pepsodent aims to make teeth whitening the next big beauty trend. Using the tagline “Be the Brightest of Them All”, Pepsodent highlights that the brightest smile is the fashion accessory that makes people the brightest of them all. Trends may change but the brightest smile never goes out of style, including lighting up the runway at Jakarta Fashion Week and elevating the work of fashion designers.

Yesterday, on 30 October 2025, Pepsodent made a bold entrance at Jakarta Fashion Week, as models walked the runway with their Ultra White smiles, defying fashion’s “no-smile” rule and embodying being the “Brightest of Them All”. To herald this cultural moment, Pepsodent collaborated with Indonesian designers Studio Vian, Julianto, and Ernesto Abram. Runway models who dazzled with their smiles included Pepsodent brand ambassador Maudy Ayunda, as well as muses Ayla Dimitri and Tiqasya.

Backed by science and trusted dental solutions, the new product range promises five shades of whiter* teeth and a renewed enamel barrier — proving that true whitening goes beyond stain removal to ensure enamel care. Advanced whitening ingredients such as Microwhitening-C and Blue-HAP ensures the new enamel surface is whiter and longer-lasting. The line also includes a Pepsodent Whitening Protection Spray that completes the whitening care ritual for lifestyle-loving consumers who do not want food or coffee stains to leave a mark on their beauty.

Madhurjya (Banjo) Banerjee, Senior Global Brand Director, Oral Care, Unilever, said, “Historically, smiles have been missing from beauty and fashion’s biggest stages. With Pepsodent Ultra White, we wanted to challenge this long-standing norm and show that a radiant smile is the ultimate statement of confidence — on the runway and in everyday life. Pepsodent has long been one of Indonesia’s most trusted family brands, and with Ultra White, we’re proud to reimagine that legacy for a new generation, evolving from family care to becoming a leader in beauty and self-expression. Bringing whitening and oral care into beauty and fashion is an exciting new chapter for Pepsodent to expand the ideals of beauty while highlighting the science that powers it. Our scientists know that true whitening begins with strong, repaired enamel — because whitening is not only about stain removal but about repairing and protecting your enamel barrier.”

Pepsodent’s presence was designed as a full-scale cultural moment, defying the conventional approach that brands show up at Jakarta Fashion Week. The campaign extended far beyond the runway to redefine the role and value of oral care in fashion. In the lead-up to the event, Pepsodent brand ambassadors took on a seven-day Ultra White challenge and showcased their results live at the show.

The full brand experience also included interactive on-ground moments such as a glambot capturing smiles in slow motion and a Pepsodent Beauty Counter in the VIP area. Targeting a social-first generation, Pepsodent social media was taken over by Indonesian fashion icon Patricia Gouw, while influencers shared prep content for Jakarta Fashion Week — from styling to taking care of your smile, ensuring Pepsodent became essential to beauty regimes for fashion week.

Led by MullenLowe Singapore, the campaign builds on the agency’s long-standing partnership with Unilever’s Pepsodent. Together, the teams have reimagined what oral care can deliver — from hygiene and confidence, to beauty.

MullenLowe Singapore Beauty Creative Director, Meryke Naude, said: “We are thrilled to work with Pepsodent in the latest evolution of its positioning, creating not only a compelling brand moment, but a cultural one. Consumers in Indonesia already love and trust Pepsodent’s scientifically backed product offerings, but we wanted to give them another reason to fall in love with the brand all over again, while entering the beauty conversation in a credible and relatable way. We’re not only redefining what beauty should look like, but reminding people that the most powerful accessory they can wear is their smile.”