What Closeup does

Closeup is a global oral care brand wholly owned by Unilever, founded in 1965 when it introduced the world's first transparent gel toothpaste. The brand serves 700 million+ consumers annually across 60+ countries, with regional brand sites and product portfolios in India, Brazil, Philippines, Indonesia, Vietnam, Nigeria, the UK, and Saudi Arabia/UAE. Closeup targets urban youth and young adults aged 18-35 seeking confidence in social and romantic interactions, with the brand's "getting closer" positioning addressing bad breath anxiety and yellow-teeth embarrassment. Secondary segments include tier-1 and tier-2 urban consumers in India and global mass-market consumers seeking an upgrade from traditional toothpastes.

The brand's core technology is a proprietary silica-gel base combined with mouthwash infusion, originally developed in 1965, that maximizes fluoride bioavailability and ensures active ingredients reach all parts of the mouth. Key product lines include the Triple Fresh Formula (anti-bacterial mouthwash with Active Zinc, purifying gel, and natural tea tree/eucalyptus extracts delivering up to 12 hours of fresh breath), White Attraction whitening variants (Natural Glow with coconut/charcoal, Natural Smile with lemon/salt), Purple Color Corrector technology for instant whitening, Stain Eraser, and alcohol-free mouthwashes. Closeup also markets a toothbrush line with V-shaped bristles and liquid gel formats like Liquifresh.

Closeup operates a hybrid go-to-market model: Unilever's global retail distribution network (mass merchandise, drug stores, supermarkets in 60+ countries) ensures mass-market availability, complemented by a digital-first consumer engagement strategy through social media (Facebook, Instagram, YouTube, Twitter/X), influencer partnerships, and the #FreeToLove purpose-driven campaign. In India, premium variants are sold through e-commerce platforms Blinkit, Nykaa, and Amazon. The brand has partnered with Dhanak of Humanity for the #FreeToLove movement. Revenue is generated through high-volume consumer packaged goods sales, though specific brand-level revenue is not publicly disclosed.

Name

Closeup

Legal name

Unilever

Website

https://close-up.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Short description

Closeup is a Unilever-owned global oral care brand founded in 1965, pioneering gel toothpaste with mouthwash-infused silica technology. It serves 700 million+ consumers across 60+ countries through retail and digital channels, targeting urban youth seeking fresh breath and whitening confidence.

Ownership category

akta.pro rank

Product category

Oral Care / Consumer Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Toothpaste & Toothpowder (CRABAFAA)

akta.pro secondary industries

Whitening Products (Strips, Gels, Pens, Kits) (CRABAFAF), Mouthwash & Rinses (CRABAFAD), Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA), Tongue Cleaners & Breath Fresheners (CRABAFAI)

Keywords

• Gel toothpaste
• Oral care products
• Mouthwash solutions
• Teeth whitening
• Fresh breath care

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Consumer Oral Care Products: Closeup generates revenue through the sale of gel toothpastes and mouthwashes across global markets. Products are sold through retail (mass merchandise, drug stores, supermarkets) and e-commerce channels. The brand operates as part of Unilever's consumer goods portfolio, leveraging Unilever's distribution network across 60+ countries. Revenue is derived from high-volume consumer packaged goods sales with broad retail penetration.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Closeup manufactures and sells gel-based oral care products including toothpastes, mouthwashes, and toothbrushes, built around proprietary silica-gel technology infused with mouthwash. The brand's portfolio spans freshness variants (Triple Fresh Formula Red Hot, Menthol Paradise, Eucalyptus Freeze), whitening lines (White Attraction Natural Glow, Natural Smile, Purple Color Corrector, Stain Eraser), alcohol-free mouthwashes (Nature Boost, Red Hot), and specialty toothbrushes. Products are sold across 60+ countries through mass retail and e-commerce channels.

Product overview

Closeup is a global oral care brand owned by Unilever, known for pioneering the world's first transparent gel toothpaste in 1965. The product portfolio centers on gel toothpastes and mouthwashes featuring proprietary silica-gel technology infused with mouthwash, delivering long-lasting fresh breath, teeth whitening, and anti-cavity protection. Key product lines include Triple Fresh Formula Anti-Germ Gel Toothpaste (Red Hot, Menthol Paradise, Eucalyptus Freeze, Peppermint Drops variants), White Attraction Natural Whitening Toothpaste (Natural Glow with coconut/charcoal, Natural Smile with lemon/salt), the Purple Color Corrector and Stain Eraser whitening toothpastes, and alcohol-free mouthwashes (Nature Boost with cardamom/tulsi, Red Hot with clove oil). The brand also offers toothbrushes, multi-benefit toothpastes, and liquid gel formats. Closeup products are marketed across India, Philippines, Brazil, Nigeria, Indonesia, Vietnam, UK, and Arabia with localized variants, all emphasizing the unique combination of gel technology with mouthwash infusion for fresh breath confidence.

Differentiator

Problem solved

Functional benefit

Brands

• Triple Fresh Formula: Triple Fresh Formula gel toothpaste combining anti-bacterial mouthwash, purifying gel, and natural extracts (tea tree and eucalyptus) for long-lasting fresh breath.
• White Attraction
• Protection 360
• Liquifresh
• Deep Clean
• Purple Color Corrector
• Stain Eraser
• Multi Vitaminas +12 Benefícios
• Bioativa Protection

Products and services

• Triple Fresh Formula Anti-Germ Gel Toothpaste Flagship gel toothpaste line combining anti-bacterial mouthwash with Active Zinc (kills 99% of germs), purifying gel that cleans deepest mouth corners, and natural extracts (tea tree and eucalyptus) for up to 12 hours of fresh breath. Targeted at urban youth seeking long-lasting freshness and confidence for social/romantic interactions.
• Closeup Mouthwash (Nature Boost & Red Hot) Alcohol-free mouthwash range offering 100% germ protection with long-lasting freshness. Nature Boost variant is infused with cardamom and tulsi for natural freshness, while Red Hot variant features natural clove oil with anti-germ formula. Targeted at consumers seeking all-day fresh breath confidence beyond brushing alone.
• White Attraction Whitening Toothpaste (Natural Glow & Natural Smile) Premium whitening toothpaste line that delivers visibly whiter teeth in 2 weeks. Natural Glow variant is formulated with coconut extract and bamboo charcoal; Natural Smile variant uses sea salt and lemon essence to gently polish away yellow stains. Targeted at consumers seeking natural-ingredient whitening solutions.
• Purple Color Corrector Whitening Toothpaste (Erase the Yellow) Premium whitening toothpaste using purple color corrector technology to neutralize yellow stains instantly. Provides immediate whitening effect from first use. Targeted at consumers seeking instant whitening results for special occasions.
• Stain Eraser Whitening Toothpaste (Slay the Stains) Whitening toothpaste with high abrasive silica that gently polishes away yellow stains for visibly whiter teeth. Targeted at consumers dealing with extrinsic surface stains from daily consumption of staining foods and beverages.
• Multi Vitaminas +12 Benefícios Toothpaste Brazil-exclusive multi-benefit toothpaste enriched with vitamin C, vitamin E, zinc mineral, and fluoride delivering 12 oral care benefits including bacteria protection, fresh breath, cavity defense, enamel erosion protection, acid attack defense, stain removal, and up to 18 hours of action.
• Proteção 360° Fresh Toothpaste Brazil-market gel toothpaste with Active Zinc mouthwash technology eliminating up to 99% of odor-causing bacteria, providing up to 12 hours of fresh breath and Micro-Shine Crystals for visibly whiter teeth. Available in Eucalyptus Freeze and Red Hot variants.
• Liquifresh Gel Dual-use gel toothpaste that can be applied directly to the mouth or used with a toothbrush, providing 3x fresher breath with Active Zinc formula killing 99% of bacteria and Micro-Shine Crystals for whitening. Targeted at consumers wanting on-the-go oral freshness.
• Deep Clean Toothbrush Toothbrush with exclusive V-shaped bristles for better reach during brushing, 3-angle neck for posterior teeth access, and soft rubber tongue cleaner for fresher breath. Targeted at consumers seeking enhanced mechanical cleaning alongside Closeup toothpaste.
• Tripla Proteção Toothpaste Brazil-market toothpaste with calcium and bioactive fluoride providing triple protection: whiter teeth, anti-cavity defense, and fresh breath with peppermint menthol flavor.
• Proteção Bioativa Toothpaste Range Brazil-market bioactive toothpaste line targeting specific dental concerns. Includes Acid Attack Defense (combats sugar acid with bioactive fluoride and calcium) and Anti-Cavity Block (intelligent formula strengthening teeth with Pró-Flúor complex providing 12 hours of cavity protection).
• Closeup Everfresh Red Hot (Nigeria) Nigeria-market Triple Fresh Formula toothpaste with Active Zinc Mouthwash that cleans deep corners, fights mouth odor bacteria, providing 3X fresh breath and killing bacteria for oral health.
• Closeup Herbal (Nigeria) Nigeria-market natural herbal toothpaste that kills bacteria and prevents bad breath with FDI World Dental Federation-recognized formula beneficial for oral health.
• White Now Instant Whitening Toothpaste (Arabia) Arabia-market instant whitening toothpaste available in Original and Gold variants for immediate visible whitening results. Targeted at consumers seeking fast-acting whitening benefits.
• White Now Blue Sapphire Whitening Toothpaste (Vietnam) Vietnam-market whitening toothpaste with blue light technology providing 3X whiter teeth brightness. Targeted at Vietnamese consumers seeking premium whitening experiences.

Quantifiable outcome

• Up to 12 hours of fresh breath with Triple Fresh Formula toothpaste (based on in-vivo study with regular use over 4 weeks)
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Dhanak of HumanitycoreStrategic or Co-development PartnerCloseup has partnered with Dhanak of Humanity, a not-for-profit organization dedicated to supporting couples who face societal resistance for choosing their partners. The partnership is central to the #FreeToLove movement, providing guidance and support for individuals navigating barriers to love based on race, religion, caste, or gender. Closeup facilitates this partnership to offer resources to those in need, though does not assume responsibility for direct communications between individuals and Dhanak.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Unilever (Signal): Unilever's other major toothpaste brand, stronger in Western Europe. Sister brand to Closeup within the same parent portfolio; competes for the same corporate resources and shelf space in overlapping markets.

Direct peers

• Haleon (Sensodyne, Aquafresh): Post-spin-off GSK Consumer Healthcare, Haleon's Sensodyne and Aquafresh compete with Closeup in fresh breath and cavity protection, particularly strong in UK, Europe, and emerging markets where Closeup also operates.
• Colgate-Palmolive (Colgate): Global #1 toothpaste brand with the widest distribution and strongest dentist endorsement. Direct competitor across freshness, whitening, and cavity protection; competes head-to-head with Closeup in India, Brazil, Southeast Asia, and the UK.
• Johnson & Johnson (Listerine): Global mouthwash category leader with Listerine. Directly competes with Closeup's mouthwash line (Nature Boost, Red Hot) in germ-protection and freshness claims across global retail.
• Procter & Gamble (Crest, Oral-B): Major oral care competitor with Crest toothpaste and Oral-B toothbrush lines. Competes directly with Closeup in whitening, fresh breath, and complete-care segments across global markets.
• Dabur India (Dabur Red, Meswak): India's leading ayurvedic/natural toothpaste brand with strong distribution in tier-3+ cities and rural markets. Direct competitor to Closeup in India, particularly in the value and naturals segments where Closeup is less positioned.
• Henkel (Theramed, Vademecum): European oral care player with Theramed and Vademecum brands competing in freshness and complete-protection segments. Stronger in Germany, Italy, and parts of Eastern Europe; overlaps with Closeup in multi-country European retail.

Emerging players

• Hello Products LLC: Premium natural oral care brand (now part of Colgate-Palmolive). Competes with Closeup's whitening and natural-extract lines (Natural Glow, Natural Smile) in the millennial/Gen-Z premium naturals segment.
• Church & Dwight (Arm & Hammer, Batiste): US-based CPG company expanding in oral care through Arm & Hammer toothpaste and emerging natural brands. Less direct overlap than Colgate/Crest but competing for the same whitening and natural-positioning consumer segments.
• Patanjali Ayurved (Dant Kanti): India's fastest-growing indigenous toothpaste brand built on natural/ayurvedic positioning and aggressive pricing. Emerging disruptor that has captured share from both multinationals (including Closeup) and Dabur in India's value-tier.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/CloseUpIndia
• YouTubeyoutube.com/user/CloseupIndia
• Facebookfacebook.com/closeup
• Instagraminstagram.com/closeupindia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Closeup