Liberta Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, TSE Standard: 4935), which develops products that "plan joy and make the world more interesting," will launch "Dentiste Whitening Purple," a toothpaste that achieves whitening and bad breath care, from "Dentiste," the toothpaste that lets you "kiss as soon as you wake up." It will be sequentially released nationwide at Don Quijote (Note 1) starting mid-July 2026. In recent years, with increased awareness of personal grooming, "tooth whiteness" has become a focus, and the need for easy at-home care is growing. On the other hand, there are many voices asking for care that addresses not only whiteness but also daily bad breath and stains simultaneously. In response to these demands, "Dentiste Whitening Purple" has been introduced, maintaining Dentiste's signature refreshing and satisfying feel and approach to bad breath, while also achieving whitening correction. The characteristic purple paste gently removes stains such as yellowing and nicotine stains through daily brushing, restoring teeth to their natural whiteness. Furthermore, by removing plaque (Note 2), it prevents tartar buildup and keeps the mouth clean. It also contains 10 types of plant extracts (Note 3). It washes away dirt that causes bad breath, leading to fresh breath. This is a whitening toothpaste that can be easily incorporated into daily oral care, achieving tooth whiteness (Note 2), bad breath care (Note 3), and tartar prevention (Note 2) in one product. Why Purple? Yellow and purple are located directly opposite each other on the color wheel and are "complementary colors" that cancel each other out. It utilizes the color effect where the visual contrast between complementary colors yellow and purple makes yellowing appear less noticeable. This principle is also used in the beauty field, where shampoos and conditioners containing purple pigments make yellowed hair appear more transparent, and a similar approach is adopted in oral care products. Pr