Licor del Polo Menta Fresca toothpaste

Licor del Polo is a legendary Spanish oral care brand with a history spanning over 140 years. It was originally founded in 1876 in Bilbao by Salustiano de Orive, a pharmacy student who developed a unique elixir based on natural plants and herbs to combat toothache and provide fresh breath. The brand's name, meaning 'Liquor of the Pole,' was inspired by both a friend's nickname and the use of ingredients associated with northern climates to treat oral issues like scurvy.

Throughout the 20th century, the brand became a household name in Spain, known for its innovation, such as the introduction of chlorophyll-based toothpaste in 1930 and the pioneering '2-in-1' gel (toothpaste and mouthwash) in 1993. For many years, the brand was owned and managed by the German multinational Henkel. However, as part of a strategic portfolio shift, Henkel sold its oral care business—including Licor del Polo—to the German company Bübchen Bodycare GmbH (a subsidiary of Katjes International) in late 2022.

Today, while the brand remains deeply rooted in Spanish culture and continues to be primarily manufactured in Spain, its ultimate corporate ownership lies with Katjes International based in Germany. In the Spanish market, the products are distributed through a strategic partnership with the local company Grupo Varma.