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Closeup

Giving people the confidence to get close

closeup logo
Two couples hugging. The couple on the left, in front of a red background, are holding a tube of Closeup in red packaging. On the right, the couple are in front of a green background and holding a tube of Closeup in green packaging.

Closeup is the third most-chosen toothpaste in the world,[a] reaching consumers in over 57 countries. The brand, known for being fresh, funky and fun, has one goal: to give millions of people the fresh breath and confidence to get close.

Since Closeup’s launch in 1967, innovation has been baked into its DNA. The power brand pioneered gels when everyone else was talking pastes, changing the conversation from cavities to connection.

It’s the same type of energy Closeup infuses into everything it does – from products to communications – keeping things young, modern and fresh without forgetting the science of it all. With bold flavours, vibrant colours and innovations, Closeup is committed to helping consumers translate that oral care chemistry into confidence.

Natural Detox Range – powered by natural ingredients

The Natural Detox range is a collection of five toothpastes, powered by natural ingredients. Closeup’s Lemon & Sea Salt toothpaste helps to remove stains and strengthen gums, while the Coconut & Charcoal variant is designed to deliver whiter teeth naturally. Other options in the collection include toothpastes formulated with natural clay, acai berry and citrus.

A tube of Closeup Lemon & Sea Salt toothpaste displayed against the background of a lemon slice.

Multi Vitamin Fresh – delivering complete oral care protection

Closeup’s Multi Vitamin Fresh toothpaste is clinically proven to deliver long-lasting freshness protection.

Every tube of Closeup Multi Vitamin toothpaste targets 12 oral care issues: plaque, bacteria, cavities, bad breath, yellow teeth, bleeding gums, sensitivity, tartar, enamel erosion, gingivitis, germs and root cavities.

A tube of Closeup Fresh Multi Vitamin toothpaste surrounded by colourful capsules. The text reads: “vitamins for the win”, highlighting benefits like 18-hour freshness, antibacterial zinc and gel-like texture.

Banishing bacteria breath

A man’s bacteria breath steals the show when he fails to impress a woman he meets while grocery shopping. Luckily, Closeup is there to save the day.

Watch the 'Say No to Bacteria Breath with Closeup' video
A couple embracing on the right-side of the image. In the foreground is a tube of Closeup Antibacterial Zinc toothpaste. The text on the left reads: “king of fresh breath now with antibacterial zinc”.
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Source: Kantar Worldpanel 2023 Brand Footprint & CUP consumer panel value share across tracked markets (BG, GH, IN, ID, KN, SLKA, VT, PH) MAT Q4 2023 vs YAGO.

Contact Unilever about Closeup

If you have any questions or comments about Closeup, please visit our contact page.

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