Closeup’s intensely fresh toothpaste gels that give you the confidence to break through barriers. Need more inspiration on oral care? FDI recognizes that twice daily brushing with a fluoride toothpaste such as closeup active gels is beneficial to oral health and hygiene.
Toothpaste for fresh breath with active zinc mouth wash to give you fresh breath for longer.For strong White teeth. use for dental purposes.12 Hours Fresh breath. Gel toothpaste with mouth wash to give you lasting freshness.Deep Action toothpaste gel paste for white teeth and with mouth wash for fresh breath.First toothpaste in US to combine mouthwash and toothpaste in one formulaFirst gel toothpaste in the worldThe Fouride in Closeup called monofluorophospateMakes the entire tooth structure more resistant to delay. It also strengthens teeth, which aids in repairing early delay before the damage can even be seen.Closeup is the number 2 brand in the GCC.
A unique oral care brand for up-close situations
Unlike the typical opaque, mint-flavored toothpaste of the time, Closeup debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste.


A unique brand identity was developed, with Closeup positioned as the toothpaste that gives people confidence in those very "up close and personal" situations.
Couples with bright smiles in very "close" situations were featured on the packaging, and commercials depicted youthful adults blowing kisses at each other.
The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to consumers.
Over the years, Closeup briefly flirted with a few variations, from a green mint-flavored version to a trendy clear gel.
In 2006, Closeup Limited Edition launch in Arabia redefined the toothpaste market with its unique new flavors: Choco-loko, Tangerine Burst, and Lychee. It brought excitement and life into the rather boring toothpaste category and helped the brand achieve record sales and shares.
One thing remains constant: Close-up is still symbolized by attractive white smiles in very close situations.
First toothpaste in US to combine mouthwash and toothpaste in one formulaFirst gel toothpaste in the worldThe Fouride in Closeup called monofluorophospateMakes the entire tooth structure more resistant to delay. It also strengthens teeth, which aids in repairing early delay before the damage can even be seen.Closeup is the number 2 brand in the GCC