Close-Up Toothpaste

Close-Up toothpaste is a globally recognized oral hygiene brand, notable for being the world's first gel toothpaste. Launched in the 1960s, it revolutionized the market by offering a clear, flavored gel instead of the traditional white opaque paste. The brand has maintained a strong market presence by focusing on themes of fresh breath and social confidence.

While the brand originated in the United States under the development of Lever Brothers, its manufacturing today is highly decentralized. Unilever produces Close-Up in various regional hubs to serve local markets, with major production facilities located in India, Vietnam, Brazil, and parts of the Middle East. This allows the product to be tailored to specific regional flavor preferences and packaging requirements.

Currently, Close-Up is a key asset in the Personal Care portfolio of Unilever. As a multinational consumer goods giant, Unilever manages the brand's global strategy from its headquarters in the United Kingdom. In some regions, like North America, the licensing or ownership rights have historically shifted, but internationally, it remains a core pillar of Unilever's hygiene business.