Mentadent White Now toothpaste

Mentadent is a renowned oral care brand with deep roots in Italy. Originally launched as a brand focused on dental hygiene under the Gibbs company, it became a household staple in the Italian market for its professional-grade positioning and the iconic 'two-tone' toothpaste tubes introduced in the 1970s.

Today, the brand's ownership structure is split geographically resulting from corporate shifts. In Italy and several other European regions, the Mentadent brand is owned by Unilever. However, the production is decentralized across Unilever's global network of personal care facilities, involving multiple manufacturing sites depending on the specific product line and regional distribution. The brand remains a market leader in Italy, synonymous with dental innovation and whitening technology such as the 'White Now' series.