Close-Up toothpaste has been manufactured by Unilever since its debut in 1967. It began as a cinnamon-flavored red gel toothpaste that contained mouthwash. Close-Up is considered the world's first gel toothpaste.
Unilever created Close-Up as a new type of toothpaste with a different flavor than other brands. It was the first U.S. toothpaste that also included mouthwash. The toothpaste also contains monofluorophospate, a fluoride added to help strengthen teeth and prevent decay. Unilver sold its licensing rights to Close-Up in the U.S. and Canada to Church & Dwight in 2003. As of June 2014, Close-Up comes in a variety of other flavors, including lemon mint, peppermint, menthol and eucalyptus mint.