Closeup Toothpaste

Closeup was introduced in 1967 as the first gel toothpaste in the world, marketed specifically toward a younger demographic with its vibrant red color and focus on fresh breath. It revolutionized the oral care market by combining toothpaste and mouthwash into a single product, using a clear gel formula rather than the traditional white paste.

While the brand originated in the United States, it has become a global powerhouse, particularly in Southeast Asia, Africa, and the Middle East. Manufacturing occurs in numerous regional hubs to serve local markets, including facilities in India, Indonesia, and various African nations. Today, the brand is owned by Unilever and continues to be a leader in the gel toothpaste category, focusing on social confidence and lasting freshness.