Mentadent White Now

Mentadent White Now is a popular teeth-whitening toothpaste known for its Blue Light technology, which provides an immediate visual whitening effect. The brand Mentadent has a complex history tied to various global consumer goods leaders. In many European markets, including Italy, the brand is synonymous with dental health innovation.

Originally developed under the Gibbs brand in the United Kingdom, the Mentadent name was later utilized by Unilever for its oral care portfolio. While many people associate the product with Italian manufacturing due to its strong presence there, production occurs across several facilities globally to serve different regional markets.

In 2021, Unilever announced the sale of most of its oral care business in Europe (including Mentadent) to Elida Beauty. By 2024, Elida Beauty was acquired by Yellow Wood Partners, a private equity firm based in the United States. While Unilever retains ownership of the brand in certain international territories, the European operations are now under this new strategic ownership.