Yes, Close Up is not an Indian company. It is a global oral health brand that is operated and promoted globally by Unilever which is a British multinational consumer packaged goods firm. But, its licensing within North America is held by Church and Dwight, an American consumer goods firm, from 2003.

Close Up offers toothpastes, mouth washes, and various kinds of products for oral health. The primary products offered by the brand are zinc-enriched gel toothpastes, which according to the claims of the brand, kill 99percent of bacteria that cause bad breath. Close Up is a major oral care brand that is sold in several countries and regions, including India. Close Up’s distinctive selling points include teeth whitening as well as long-lasting freshness, and better oral health.

Company History

Close Up was launched in 1967, by Unilever within the United States as the world’s first ever toothpaste made of gel. The distinctive, translucent red flavor of the toothpaste, with a cinnamon flavour, made it stand out from other brands available. The brand was awash in cleanliness and confidence.

Close Up expanded beyond the boundaries of the United States in the 1970s to expand into markets like India, Brazil and Nigeria. It was the first toothpaste with a gel formula in India. Indian market, which was previously mostly dominated by toothpaste brands that were white. By the time it was 1990s, Close Up had become the most popular toothpaste brand along with Colgate as well as Pepsodent.

In 2003 Unilever licenced the Close Up brand to Church and Dwight for the US and Canadian markets. In the late 2010s, Close Up had diversified into a variety of toothpaste varieties, including natural blends, whitening and herbal formulations in addition to other oral care products such as mouth washes.

Current Status

Close Up is among the top three toothpaste brands around the world. It is found in over fifty-seven countries around the world and has a significant market share across Asia, Latin America and Africa. India is a key marketplace for this brand as it has the second largest percentage of the market for toothpaste. Nigeria, Brazil, Indonesia and Philippines are also important markets for Close Up.

Close Up’s current product lineup includes natural detox products including multi-vitamin fresh, as well as triple fresh formulation. Close Up’s marketing campaigns are focused on multiple benefits for the mouth such as stain removal, 12 hour zinc protection and advanced defense against cavities and plaque.

Future Outlook

Close Up is expected to concentrate on regionalised product development that is specific to regional tastes and the creation in multi-benefit toothpastes. The brand will be focusing on environmental initiatives such as the conversion of the entire toothpaste tubes into recyclable HDPE tubes. Additionally, Close Up plans to expand its presence in rapidly expanding markets such as Vietnam.