Signal White Now / Bicarbonate Toothpaste

Signal is a globally recognized oral hygiene brand that was originally introduced by Unilever. The brand has a long-standing history of innovation in dental care, specifically known for introducing the first striped toothpaste and focus on whitening formulas like the Bicarbonate and White Now ranges seen here.

While originally a cornerstone of Unilever's hygiene portfolio, the brand (along with other oral care brands like Pepsodent) was part of a major corporate strategic shift. As of 2021, Unilever sold its oral care business in several regions to the private equity firm CVC Capital Partners, leading to the creation of a new independent company called Elida Beauty. This transition ensures the brand continues to reach Mediterranean and European markets where it maintains high consumer loyalty.