Close Up Toothpaste

Close Up is a prominent global brand of toothpaste known for being the first 'gel' toothpaste in the world. Originally launched in 1967, it revolutionized oral hygiene by incorporating mouthwash ingredients and a clear gel texture into a single product, targeting a younger demographic with its cooling sensations and 'fresh breath' marketing campaigns.

While the brand was originally developed in the United States, its ownership and manufacturing have shifted significantly over the decades. Today, the brand is owned and managed by Unilever, a British-Dutch multinational consumer goods giant. Because Unilever operates at a global scale, Close Up is manufactured in numerous countries across Asia, Latin America, and Africa to serve local markets, with major production facilities located in Brazil, India, and Vietnam.

Ownership today remains firmly under the Unilever umbrella, which oversees the brand's research, development, and marketing. In some specific regions, local subsidiaries or joint ventures manage the distribution, ensuring that the brand maintains a dominant presence in the oral care sector worldwide.