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Our story begins in 1965 when Closeup was the first to bring a gel toothpaste, infused with mouthwash to market.

Today, our team of professionals continue to develop innovative toothpastes, supported by clinically proven technologies, focussing on anti-cavity protection, visible whitening and superior freshness.

Close-Up toothpaste is also available in the Philippines, Peru, Argentina, Indonesia, Sri Lanka, India, Iran, Brazil, Russia and Bangladesh. It is also one of the top brands in India, continuing to break through social barriers. See more on our Purpose to find out more.


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Closeup has always fought for people to be #freetolove and to get close. But right now, getting physically close is not a great idea. Closeness doesn’t have to be just about getting physical. Show you love someone and help protect them from the COVID-19 virus by being socially responsible:

         • Wash your hands frequently
          • Avoid touching eyes, nose and mouth
          • Practice respiratory hygiene
         • If you have fever, cough and difficulty breathing, seek medical care early
         • Stay informed and follow advice given by your healthcare provider

For more information, visit


At Closeup, we believe getting close to someone you love is a universal right. We want to inspire people to turn mutual attraction into action, free from doubt and the judgement of others.


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Closeup has been challenging conventions since we began. We flipped oral care on its head, focussing instead on what really mattered most to people- the confidence to get close.

However we realise that there are still many barriers like tradition or cultural mindsets that stand in our way.

We have made it our mission to help shatter these barriers to give people the confidence and freedom to get close to the one they love.

Around the world, Closeup has championed the right to love, with our #FreeToLove campaign, with each region challenging their own set of barriers.


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Closeup is committed to and in the process of finding the right partners to further provide on-the-ground support for young people. While we work on this, here is some of the great work that’s already happening globally:

Our Awards

India continues to challenge the scrutiny around inter-caste relationships as well as age, offering counselling through a local charities as well as safe shelters for couples who have been outcast. 

Our Innovations

Brazil are championing equal marriage rights for all, particularly with inter-racial relationships. They provide counselling services to help young people cope as well as lobbying governments for law changes and protection. 

Household info

In the Philippines, 53% of young people fear discrimination or judgement when in an “unconventional” relationship. We provide counselling to help young adults cope emotionally and to restore self-confidence.