The story begins in 1965. Before Closeup, the world of toothpaste was all about white chalkbased pastes. Closeup was the first in the world to combine the efficacy of silica base, infused with mouthwash, with the transparency of a gel. To make the best products, Closeup has a team of professionals committed to developing innovative toothpastes supported by clinically proven technologies with a specific focus on anti-caries protection combined with superior freshness and visible whitening.