elmex Sensitive Toothpaste

Elmex is a prestigious oral care brand that originated in Switzerland. It was first introduced in 1962 by the GABA Group (Golden Apotheke Basel), which has a historical lineage dating back nearly 400 years to a pharmacy in Basel. The brand is famously associated with the development of amine fluoride (olaflur) technology, pioneered by Professor Hans R. Mühlemann at the University of Zurich to provide superior protection against dental caries and tooth sensitivity.

In 2004, the American multinational Colgate-Palmolive acquired the GABA Group for approximately $841 million, integrating Elmex into its global oral care portfolio. Today, while the brand maintains its Swiss heritage and professional reputation, its products are manufactured in several locations across Europe, including Poland and Germany, to serve international markets. As of 2026, the brand remains under the ultimate ownership of the Colgate-Palmolive Company, headquartered in New York, USA.