Sometime in the 1960s, closeup scientists created the world’s first transparent toothpaste filled with the usual good stuff toothpaste had, but with a special dose of mouthwash (a category first). This gel not only worked hard but looked exciting! And our signature Closeup red gel toothpaste was born. While everyone spoke pastes, Closeup was India’s first gel pioneer, made with mouthwash. While everyone went to mums and dentists, Closeup challenged category conventions: focusing on youth, possibilities, and what mattered to them – the thrill, joy, and excitement of getting physically closer. The brand has always been unique and fun, encouraging people to open by getting over self-doubt. It celebrates how thrilling closeness can be between two people. And when you’re ready to make your move, your mouth should be too. Closeup’s bold flavours, vibrant colours with the promise of up to 12 hours of fresh breath make it irresistible for every person young at heart.