elmex Cavity Protection toothpaste

elmex is a prestigious Swiss oral care brand originally developed in 1963 by the GABA Group in collaboration with Professor Hans R. Mühlemann at the University of Zurich. It gained worldwide recognition as the first toothpaste to utilize amine fluoride (olaflur) technology for superior enamel remineralization and cavity protection.

In 2004, the brand was acquired by the American multinational Colgate-Palmolive. Despite this change in ownership, elmex has maintained its strong Swiss identity and technical reputation. While a significant portion of its production remains centered in Switzerland to ensure high quality and professional-grade standards, the brand's global expansion under Colgate-Palmolive means manufacturing and distribution occur across multiple international markets to meet global demand as of 2026.