Licor del Polo toothpaste

Licor del Polo is a legendary Spanish oral care brand with a history dating back to 1876. It was founded in Bilbao by Salustiano de Orive, a pharmacy student who initially developed a mouthwash (the 'Licor') to alleviate toothache and provide freshness. The brand became a household name in Spain, known for its innovative packaging and the introduction of chlorophyll-flavored toothpaste in the mid-20th century.

Historically part of the Henkel portfolio for many decades, the brand underwent a significant ownership change recently. In December 2022, Henkel sold its oral care business, including Licor del Polo, to the German private label and personal care specialist Bübchen Bodycare. Today, while the brand remains deeply rooted in the Spanish culture and market, it is managed as part of the Bübchen Group, with distribution in Spain and Andorra handled by local partner Grupo Varma. Manufacturing is conducted across various European facilities within its owner's supply chain network.