Pack shot of a Closeup toothpaste

anti-germ mouthwash technology

Our Story

The story begins in 1965.

Before Closeup, the world of toothpaste was all about white chalkbased pastes. Closeup was the first in the world to combine the efficacy of silica base, infused with mouthwash, with the transparency of a gel. To make the best products, Closeup has a team of professionals committed to developing innovative toothpastes supported by clinically proven technologies with a specific focus on anti-caries protection combined with superior freshness and visible whitening.

With your support we can make an impact by promoting a flavoursome and colorful way to deliver all-round oral health and a more confident smile.    

How it works

Gel: Proven Efficacy for Good Oral Health

Silica-gel toothpaste have been marketed around the globe for over 40 years. Developed to deliver long-lasting freshness, equivalent to that obtainable from mouthwashes, gel toothpaste maximise Flouride bioavailability for therapeutic efficacy. With the inclusion of additional active agents such as Zinc, silica-gel toothpastes have the unrivalled potential to deliver oral health benefits while making toothbrushing a pleasurable experience.    

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Benefits of a well-formulated gel-based toothpaste:

  1. Enhance breath-freshening efficacy
  2. Enhance the plaque removal functionality
  3. Remove extrinsic tooth stain
  4. Deliver actives in the mouth

Well formulated gels such as Closeup have a unique formula that allows for better reach all over the mouth and deliver all the benefits stated above.