Close Up is a globally renowned toothpaste brand owned by Unilever, widely recognized for pioneering the world’s first gel toothpaste in 1967. The brand is celebrated for its bold flavors, vibrant packaging, and innovative formulas that combine toothpaste with mouthwash for long-lasting fresh breath and visibly whiter teeth. Close Up’s gel-based products contain micro-whiteners and advanced freshness technology, targeting the youth segment with a fun, confident, and modern lifestyle appeal.

Available in over 57 countries, including major Asian markets such as India, Vietnam, Indonesia, and the Philippines, Close Up ranks as the third most-chosen toothpaste brand worldwide. Its product range features advanced options like Close Up White Now with blue light technology for whiter teeth, Close Up Multi Vitamin Fresh targeting 12 oral care issues, and the Natural Detox collection powered by natural ingredients such as lemon & sea salt, coconut & charcoal, and more.

Close Up’s marketing emphasizes freshness, confidence, and connection, helping users feel ready to get close with up to 12 hours of fresh breath. The brand is especially popular among young consumers in Asia, where it continues to drive growth through premiumization, local flavor innovations, and engaging digital campaigns. With a strong presence in both retail and wholesale channels, Close Up is a top choice for importers, distributors, and consumers seeking high-quality, innovative oral care solutions.