Closeup Icy White toothpaste

Closeup is a renowned oral care brand that pioneered the cinnamon-flavored red gel toothpaste category. Originally launched in 1967, it was the first gel toothpaste produced globally, revolutionizing the market with its focus on modern aesthetics and 'fresh breath' benefits. The brand was specifically developed by the consumer goods giant Unilever in the United Kingdom and United States.

Today, Closeup is manufactured in multiple countries across Asia, Africa, and the Middle East to satisfy regional demand. It remains a core pillar of the Unilever personal care portfolio. As of 2024 and beyond, the brand is owned by Unilever PLC, a British multinational company headquartered in London. The product continues to be a market leader in various developing regions, often distributed by local Unilever subsidiaries like Unilever Nigeria or Hindustan Unilever.