Mentadent Microgranuli Toothpaste

Mentadent is an established oral care brand with a complex history involving several global giants. Originally derived from the Pepsodent brand and developed by Unilever, Mentadent became a staple in several markets including Italy and Austria. The brand focuses on technologically advanced dental solutions, such as the Microgranuli line shown here, which is designed for deep interdental cleaning and bacterial protection.

Ownership of the brand is currently split based on geography. While Church & Dwight acquired the rights to the brand in the USA and Canada in 2003, Unilever retained ownership in its original strongholds like Italy. However, in late 2021, Unilever agreed to sell its toothpaste business in several European countries (including Mentadent in Italy) to the private equity firm CVC Capital Partners, which operates these brands under the name Elida Beauty. By 2024, it was announced that Yellow Wood Partners reached an agreement to acquire Elida Beauty from Unilever, further shifting the corporate landscape for the brand heading into 2025 and 2026. Manufacturing occurs in various regional facilities across Europe to serve local markets.