Mentadent Kids Toothpaste

Mentadent is a renowned oral care brand with a strong heritage in Europe, particularly in Italy and Austria. The brand was originally established as part of the Gibbs dental care group and later became a key international label for Unilever.

In 2021, Unilever divested its oral care business in several European markets to the private equity firm CVC Capital Partners, leading to the creation of Elida Beauty. By 2024, Elida Beauty (and the Mentadent brand) was acquired by Yellow Wood Partners, a Boston-based private equity firm. The products are manufactured across various specialized facilities in Europe, with a major production focus remaining in Italy to serve its core market.