Mentadent Alito Puro toothpaste

Mentadent is a prominent oral hygiene brand with a complex history involving major global consumer goods companies. The brand was originally established in Italy by the company Gibbs, which later became part of the Unilever portfolio. Mentadent has long been a market leader in Italy, recognized for its scientific approach to dental care and its long-standing partnership with the National Association of Italian Dentists (ANDI).

Historically, Unilever owned the brand globally. However, in recent years, Unilever divested a large portion of its dental care business. In 2021, the investment firm CVC Capital Partners acquired Unilever's tea business and several other brands, but for Mentadent specifically, the ownership is split by geography. In Italy and several other European markets, the brand remains under the stewardship of Unilever, though many global rights now reside with other entities like Church & Dwight (primarily in North America for the Pepsodent/Mentadent lineage). For the Italian market shown in the image, Unilever remains the primary ultimate owner. Manufacturing for the Italian market is centered in Europe, with a significant production hub located in Casalpusterlengo, Italy.