Who Owns Close-Up?
Close-Up is owned by Unilever, a British-Dutch multinational consumer goods corporation. Launched in 1967 as the world's first transparent gel toothpaste, Close-Up was developed by Unilever scientists. The brand is licensed to Church & Dwight for the North American market since 2003.
Parent Company
Unilever plc
Founded
1967
Status
Publicly Traded
Headquarters
London, UK / Rotterdam, Netherlands
Who Owns Close-Up?
- Parent Company: Unilever plc
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: LSE: ULVR
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Close-Up | Unilever plc | Wholly owned |
History of Close-Up
- Founded: 1967
- Founders: Unilever (internal development)
Close-Up was launched in 1967 by Unilever as a revolutionary innovation in oral care - the world's first transparent gel toothpaste. The brand was born during the "summer of love" era, when Unilever scientists in the United States developed a rebellious alternative to traditional white toothpaste. This founding vision demonstrated exceptional insight into the growing demand for innovative oral care products while establishing a distinctive approach that would define the gel toothpaste category for generations.
The breakthrough came when two Unilever scientists discovered how to match the refractive index of silica with sorbitol and water, creating the world's first transparent gel toothpaste. This innovation gave Close-Up a distinctive appearance and fresh appeal that differentiated it from all other toothpaste brands on the market. This scientific breakthrough demonstrated exceptional ability to create innovative products that could serve specific consumer needs while establishing new oral care categories.
From its launch, Close-Up positioned itself as a fresh, funky, and fun brand with a focus on giving people fresh breath and confidence to get close. The brand quickly expanded globally and is now available in over 57 countries, making it the third most-chosen toothpaste brand worldwide. This rapid expansion demonstrated Close-Up's exceptional ability to scale operations while maintaining consistent brand positioning and quality standards that would define the brand for decades.
In 2003, Unilever licensed the Close-Up brand to Church & Dwight for the North American market, allowing the brand to continue serving US and Canadian consumers while leveraging Church & Dwight's manufacturing and distribution capabilities in the region. This strategic licensing demonstrated Close-Up's exceptional ability to form partnerships while maintaining its core brand identity and market positioning. The brand's continued evolution represents a significant milestone in the development of innovative oral care products and consumer-focused dental solutions.
About Unilever plc
What does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing (Dove, Vaseline, TRESemme, Pond's), Personal Care (Axe/Lynx, Rexona/Sure, Lux, Lifebuoy, Close Up), Home Care (Domestos, Cif, Surf, Omo, Comfort), and Nutrition (Knorr, Hellmann's, Lipton, Marmite). Following the 2025 demerger of its Ice Cream business, Unilever no longer owns Magnum, Walls, Ben & Jerry's, or Breyers. The company also owns approximately 61% of Hindustan Unilever Limited, a publicly listed subsidiary in India.
Is Unilever publicly traded?
Yes, Unilever plc is listed on the London Stock Exchange under ticker ULVR and on Euronext Amsterdam under ticker UNA. American Depositary Receipts are listed on the New York Stock Exchange under ticker UL. The company does not have a controlling shareholder, and its shares are held primarily by institutional investors. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom.
Who founded Unilever?
Unilever was formed in 1929 through the merger of Lever Brothers, a British soap company founded by William Hesketh Lever in 1885, and Margarine Unie, a Dutch margarine producer formed through the merger of the Jurgens and Van den Bergh companies in 1927. The founders of the predecessor companies include William Lever, James Darcy Lever, Antonius Johannes Jurgens, and Samuel van den Bergh.
Where is Unilever headquartered?
Unilever is headquartered in London, United Kingdom. The company's registered office and principal executive offices are located in London. Unilever simplified its dual-listed structure in 2020, consolidating its legal headquarters in the United Kingdom and ending the separate Unilever N.V. Dutch entity. The company's shares continue to trade on both the London Stock Exchange and Euronext Amsterdam.
How many brands does Unilever own?
Unilever owns a portfolio of over 400 brands across four business groups: Beauty and Wellbeing, Personal Care, Home Care, and Nutrition. The company's largest brands by revenue include Dove, Hellmann's, Knorr, Axe/Lynx, Rexona/Sure, Lipton, Vaseline, Domestos, and Cif. Following the 2025 demerger of its Ice Cream business, Unilever's portfolio no longer includes ice cream brands such as Magnum, Walls, Ben & Jerry's, and Breyers.
Who owns Unilever?
Unilever plc is a publicly traded company with no controlling shareholder. The company's shares are held primarily by institutional investors including major asset managers and index funds. No single shareholder holds a majority stake in Unilever. Fernando Fernandez serves as CEO, having been appointed in March 2025 following the departure of Hein Schumacher. The company's board includes a majority of independent non-executive directors.
- Founded: 1929
- Headquarters: London, United Kingdom
- Company Type: Publicly Traded
- Stock: LSE: ULVR
Where Is Close-Up Made / Based?
- Headquarters: London, UK / Rotterdam, Netherlands
- Manufacturing / Operations: United States, India, Indonesia, Global Unilever facilities
Brands Owned by Unilever plc
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- Brooke Bond - British tea brand owned by Unilever, known for Red Label and PG Tips tea product...
- Cif - Global cleaning products brand owned by Unilever, launched in 1969 and known for...
- Clear - Global anti-dandruff shampoo and scalp care brand owned by Unilever, launched in...
- Comfort - Global fabric softener brand owned by Unilever, launched in 1969 as the world's ...
- Degree - North American deodorant and antiperspirant brand owned by Unilever, the US bran...
- Domestos - British household cleaning brand owned by Unilever, known for its bleach-based t...
- Dove - Personal care brand owned by Unilever, known for beauty bars and skincare produc...
- Hellmann's - American mayonnaise and condiment brand owned by Unilever, known as Best Foods w...
- HelloFresh - Meal kit delivery service brand owned by Unilever, providing pre-portioned ingre...
- Knorr - German food brand owned by Unilever, specializing in soups, seasonings, and read...
- Lancôme - Luxury beauty brand owned by Unilever, known for premium skincare, makeup, and f...
- Lifebuoy - Heritage health and hygiene soap brand owned by Unilever, created in 1894 as a c...
- Lipton - Global tea brand primarily owned by Lipton Teas and Infusions (CVC Capital Partn...
- Lux - Global beauty soap and body wash brand owned by Unilever, known as the world's f...
- Magnum - Premium ice cream brand owned by Unilever, known for chocolate-coated ice cream ...
- Maizena - Global corn starch brand owned by Unilever, founded in 1856 and used as a versat...
- Marmite - British savoury yeast extract spread owned by Unilever, known for its "Love it o...
- Noxzema - American skincare brand owned by Unilever, founded in 1914 and known for its med...
- Omo - Global laundry detergent brand owned by Unilever, launched in the 1950s and Unil...
- Pepsodent - Global toothpaste brand owned by Unilever outside North America, founded in 1915...
- PG Tips - British tea brand owned by Unilever, known for its pyramid tea bags and advertis...
- Pond's - Global skincare brand owned by Unilever, founded in 1846 as a patent medicine an...
- Pot Noodle - British instant noodle brand owned by Unilever, known for its quick preparation ...
- Rexona - Global deodorant and antiperspirant brand owned by Unilever, founded in Australi...
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- Simple - Skincare brand owned by Unilever, known for gentle, dermatologist-tested product...
- St. Ives - American skincare brand owned by Unilever, known for its natural ingredient form...
- Sunsilk - Global hair care brand owned by Unilever, launched in 1954 in the United Kingdom...
- Surf - Global laundry detergent brand owned by Unilever, launched in 1953 and known for...
- TRESemmé - Global salon-quality hair care brand owned by Unilever, founded in 1947 and know...
- Vaseline - American petroleum jelly and skincare brand owned by Unilever, known for its hea...
- Wall's - Ice cream brand owned by Unilever, known for ice cream bars, cones, and frozen t...
Close-Up Ownership: Pros & Cons
Advantages
- +Innovative gel toothpaste technology backed by Unilever's extensive R&D investment
- +Strong global presence in over 57 countries with third-largest market share
- +Fresh, youthful brand positioning that appeals to younger consumers
- +Continuous innovation in oral care formulations and natural ingredients
- +Premium quality assurance supported by corporate resources and dental research
Considerations
- -Premium pricing compared to store-brand toothpaste alternatives
- -Licensing arrangement in North America creates complex brand management
- -Dependency on Unilever's supply chain and corporate policies
- -Competition from other major oral care brands like Colgate and Crest
- -Limited availability of certain variants in smaller markets
Frequently Asked Questions About Close-Up
Where to Buy
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Close-Up on AmazonCompetitors to Close-Up
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Procter Gamble | USA | 1983 | Mass Market | North America | Male | |
| Clorox | USA | 1984 | Mass Market | North America | All Genders | |
| Nexus Capital Management | USA | 2011 | Mass Market | North America | All Genders | |
| Walmart | USA | 1986 | Mass Market | North America | All Genders | |
| Procter Gamble | USA | 1937 | Mass Market | North America | Male | |
| Procter Gamble | USA | 1956 | Mass Market | North America | Male |
Learn More About Competitors
Always
Owned by Procter & Gamble
American feminine hygiene brand known for its menstrual pads, panty liners, and feminine care products.
Burt's Bees
Owned by The Clorox Company
American personal care brand specializing in natural and organic skincare, lip care, and personal grooming products made with beeswax and natural ingredients.
Dollar Shave Club
Owned by Nexus Capital Management
American direct-to-consumer razor and grooming brand known for its subscription model and viral marketing.
Equate
Owned by Walmart Inc.
Walmart's flagship health and beauty private label brand with 75% U.S. household penetration, ranking as the second most popular store brand in America, offering over-the-counter medications and personal care products at affordable prices.
Old Spice
Owned by Procter & Gamble
American men's grooming brand known for its deodorants, antiperspirants, body washes, and distinctive nautical-themed marketing campaigns.
Secret
Owned by Procter & Gamble
American women's deodorant and antiperspirant brand known for its pH-balanced formulations and marketing focused on women's confidence and strength.
Competitive Analysis
Market Positioning: Close-Up competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
Unilever plc Stock Information
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