Mentadent Professional Protect+ Toothpaste

Mentadent is a premium oral care brand with a strong heritage in Europe, particularly in Italy where it was originally established by the Gibbs company. Today, the brand is widely known for its 'Mentadent Professional' line, which focuses on advanced dental health solutions. The product shown, Mentadent Professional Protect+, is specifically designed for cavity protection and enamel remineralization using bio-compatible minerals.

The global ownership of the brand has a unique structure. While Unilever originally owned the brand globally, the rights were divided in 2021. For the European market, including Italy where this photo was taken, Unilever sold its oral care business (including Mentadent) to the private equity firm CVC Capital Partners. The business now operates under the entity known as Unilever Oral Care (now rebranding to Elida Beauty). However, globally, common variants of the brand name are still associated with large multinationals like Unilever or Church & Dwight depending on the specific region. For the European market specifically, Elida Beauty (owned by CVC) is the primary ultimate owner.