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.