[Photo: Colgate] Finding a new design for a classic toothpaste tube was difficult. Existing tubes are optimized to preserve flavor and key ingredients like fluoride, and that couldn’t change.

That’s where Jadalia Britto, then a senior global brand design lead in Colgate-Palmolive’s oral care division (she’s now a senior experience & innovation global brand design manager at Hill ...

Colgate wants to save you the agony of trying to squeeze out every last drop of toothpaste. It’s doing that by partnering with LiquiGlide, a company spun out of MIT’s Varanasi Research Group ...