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Elmex
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Elmex

Elmex is a brand of toothpaste that has been sold since 1962.[1] It is manufactured by GABA International AG, a Swiss manufacturer of branded oral care products located in Therwil. GABA was acquired by the Colgate-Palmolive company of the United States in 2004 for US$841 million.[2] Elmex was the first toothpaste to contain the organic Amine Fluoride (AmF) olaflur as an active ingredient for protection against dental caries.[citation needed] Elmex is often sold together with Aronal which should be used in the morning.[3] Aronal contains vitamin A and zinc to protect the gums against inflammation.

The brand had a 25% market share in the German market as of 2008 and is noted for having used the same packaging appearance since its 1962 introduction.[3]

Elmex was the sponsor of the Dutch basketball club "Elmex Leiden" from 1982 to 1985 (now ZZ Leiden).

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Elmex

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Elmex is a Swiss brand of oral care products specializing in formulated with amine fluoride (olaflur) to provide protection against dental caries, enamel remineralization, and sensitivity relief. Launched in 1963 as the first to incorporate this organic fluoride compound, Elmex was developed by Hans R. Mühlemann, the inaugural professor of preventive oral medicine at the , in collaboration with the Gaba group, a Swiss company with roots tracing back approximately 400 years to the Goldene Apotheke pharmacy. The brand's amine forms a durable protective layer on , enhancing resistance to acid and bacterial while promoting remineralization of early decay lesions. Key product lines include Elmex Cavity Protection for anti-caries defense, Elmex Sensitive Professional for dentin management using Pro-Argin in select formulations, pediatric variants like Elmex Junior tailored for children's enamel development, and complementary items such as Elmex Gelée, a highly concentrated amine fluoride gel for weekly intensive caries prevention, enamel strengthening, and treatment of hypersensitivity. Originally marketed primarily in , Elmex gained prominence as a dentist-recommended option in countries like , , and due to its clinically backed efficacy in preventing tooth wear from dietary acids and modern lifestyles. In 2004, acquired Gaba Holding, the parent company of Elmex, integrating the brand into its global portfolio of premium oral care solutions while preserving its focus on innovative delivery systems. Today, Elmex products are available worldwide through retailers and pharmacies, emphasizing evidence-based formulations that support long-term oral health without abrasives that could damage enamel.

History

Development and scientific foundations

Hans Rudolf Mühlemann (1917–1997) was a pioneering Swiss dentist and academic who significantly advanced the field of preventive in the mid-20th century. As a pioneering and the first in dedicated exclusively to preventive , he served as chairman of the Department of Cariology, , and Preventive at the starting in 1953, where he transformed the institution by integrating with a strong emphasis on prophylaxis over restorative therapy—a novel approach in at the time. Mühlemann's career, spanning over three decades, focused on interdisciplinary research to address the high prevalence of dental caries in during the early 1950s, employing epidemiological, biochemical, microbiological, immunological, pharmacological, and clinical methods to promote evidence-based prevention strategies. Mühlemann's key discoveries centered on the efficacy of topical applications after , recognizing that such targeted use could effectively inhibit caries development in erupted teeth without relying solely on systemic fluoridation. This led to the development of organic fluorides, including olaflur, during the and early , as an innovative alternative to traditional inorganic fluorides. His research demonstrated that fluorides offered enhanced caries prevention through improved substantivity and prolonged action on dental surfaces, building on earlier observations of 's remineralizing potential. In the 1950s, Mühlemann conducted seminal studies showing that amine fluorides exhibited superior adhesion to compared to inorganic fluorides like , resulting in greater reduction of enamel solubility and increased resistance to acid dissolution. Specifically, his experiments highlighted how the organic component of amine fluorides facilitated better and sustained release, forming a protective layer on enamel surfaces that outperformed inorganic counterparts in preventing demineralization. These findings laid the groundwork for practical applications in oral care. To commercialize this technology, Mühlemann partnered with GABA International AG in the early , leveraging the company's expertise in pharmaceutical development to translate his into viable preventive products. This collaboration marked a pivotal step in bridging academic innovation with industry, ensuring the amine fluoride compounds could be formulated for widespread use in .

Launch and expansion

Elmex toothpaste was introduced in 1962 by GABA International AG, a Swiss company specializing in oral care products, marking it as the first toothpaste to incorporate amine fluoride technology for caries prevention. This initial formulation focused on a standard toothpaste designed to strengthen tooth enamel and protect against decay, with the product's packaging featuring a distinctive blue-and-white design that has remained largely consistent since its debut. The launch was enabled by the foundational research of Swiss dental scientist Hans R. Mühlemann, who collaborated with GABA to commercialize the innovation. The product quickly gained traction in its primary markets of and , where GABA established its core operations and manufacturing facilities. In these countries, Elmex achieved rapid adoption, becoming a leading choice for preventive dental care due to its clinically supported efficacy and endorsements from dental professionals. In the 1980s, GABA expanded distribution to neighboring European countries such as , where the brand saw successful through partnerships with local distributors. During the 1970s and 1980s, Elmex continued its growth across , introducing product line extensions to address specific oral health needs, including variants focused on gum protection to complement the original caries-fighting . By the early 2000s, Elmex was available in 15 European countries, contributing significantly to GABA's portfolio of premium oral care products.

Acquisition and modern era

In 2004, completed its acquisition of GABA Holding AG, the Swiss manufacturer of Elmex, for CHF 1,051 million (equivalent to US$841 million), thereby integrating the brand into its global oral care portfolio. This strategic move allowed Colgate to strengthen its presence in the European premium market, where Elmex had established a strong reputation for amine fluoride-based formulations. Following the acquisition, Elmex production remained centered in Switzerland at GABA's facilities, ensuring continuity in and adherence to Swiss standards. Colgate expanded efforts for the brand, leveraging its global R&D network to enhance product efficacy and introduce innovations such as the Elmex Sensitive , which incorporates Pro-Argin technology with and to provide instant relief from . This formulation, clinically proven to seal tubules and reduce sensitivity pain, marked a key post-acquisition advancement in addressing consumer needs for specialized oral care. In the 2010s, Elmex's marketing evolved under Colgate's oversight, incorporating digital tools and integrated campaigns to engage consumers across , including and online platforms to promote routine oral health practices. initiatives gained prominence during this period, with Colgate introducing eco-friendly packaging updates for Elmex, such as reduced-plastic designs aligned with broader corporate goals to make all packaging recyclable by . As of December 2024, 93% of 's packaging was recyclable, reusable, or compostable, progressing toward the 2025 goal of 100%. Today, Elmex operates as a premium oral care brand within Colgate-Palmolive's portfolio, emphasizing high-efficacy products backed by ongoing clinical validations that confirm its protective benefits against caries and sensitivity. Recent innovations, including mono-material barrier recognized for recyclability with a 2025 WorldStar Award, underscore the brand's commitment to environmental responsibility while maintaining its focus on scientific substantiation.

Products

Toothpaste formulations

Elmex's core toothpaste lineup centers on formulations designed for caries prevention, with the standard variant featuring Olaflur, an amine compound that forms a protective layer on enamel for daily . This original caries protection delivers 1400 ppm to remineralize teeth and inhibit decay, and is packaged in standard 75 ml tubes suitable for adults. For individuals with sensitive teeth, Elmex offers specialized variants like Sensitive Professional, which employs Pro-Argin technology combining and to seal tubules, block nerve exposure, and alleviate pain while enhancing acid resistance through added . These toothpastes maintain a 1400-1450 ppm fluoride level for ongoing enamel strengthening and are available in 75 ml tubes, with options for repair and whitening sub-variants. The gum protection line includes formulations such as Aronal, recommended for morning application to combat and plaque buildup, incorporating citrate for its antibacterial and soothing properties alongside at 1450 ppm to bolster caries defense. This variant, also in 75 ml tubes, complements evening use of amine fluoride-based products for comprehensive daily care. Elmex provides age-appropriate options for children and families, including Junior toothpaste for ages 6-12, formulated with 1400 ppm , a mild mint flavor to encourage brushing, and no dyes for safe daily use in 75 ml tubes. For younger users over 6 months, the Baby or Kinder variant uses a reduced 1000 ppm concentration in a neutral-tasting, dye-free formula packaged in smaller 50 ml tubes to minimize swallowing risks while supporting early enamel development.

Complementary oral care items

Elmex offers a range of mouthrinses formulated with amine fluoride to provide additional anti-caries protection beyond daily brushing. The standard Kariesschutz Mundspülung utilizes Neo-Aminex™ technology, which combines amine fluoride and at a total concentration of ppm, forming a protective layer that remineralizes enamel and inhibits bacterial activity. For sensitive teeth, the Sensitive Professional Zahnspülung is and incorporates amine fluoride alongside sensitivity-relieving agents to reduce discomfort while maintaining caries prevention. These rinses are recommended for twice-daily use, with 10 ml swished for 30 seconds, particularly after evening brushing to allow prolonged contact overnight. Elmex Gelée is a highly concentrated fluoride dental gel containing 12,500 ppm fluoride from amine fluorides (such as olaflur) and sodium fluoride. It is intended for weekly intensive treatment to enhance caries prevention. The gel is applied with a toothbrush (approximately 1 cm strand) for 3–5 minutes once a week, after which the mouth is rinsed with water. It significantly reduces caries risk compared to daily brushing alone, remineralizes initial caries lesions, strengthens tooth enamel, and treats hypersensitive tooth necks. It is suitable for adults and children from 6 years of age, particularly those at higher risk such as brace wearers. The brand's emphasize gentle application to support effective delivery from paired toothpastes. Manual options include the Ultra Soft Zahnbürste, featuring thousands of ultra-fine, rounded bristles ( 0.125 mm) designed for sensitive and exposed necks, enabling thorough cleaning without abrasion. Battery-powered vibrating models, such as the ProAction Vibrating , provide up to 20,000 oscillations per minute with soft bristles to enhance plaque removal in interdental spaces while optimizing during use. These brushes are engineered for compatibility with Elmex toothpastes, promoting even distribution of active ingredients across surfaces. Complementary accessories include interdental brushes and floss tailored for targeted . Elmex Interdentalbürsten come in color-coded sizes from 0.4 mm to 1.5 mm, with flexible, spiral-coated bristles that gently remove plaque from interdental gaps, supporting overall caries prevention through improved access. The Zahnseide floss variants—waxed for expanded fluffy action or unwaxed for precision—integrate amine fluoride to strengthen enamel and protect against gum during interdental . These items integrate seamlessly into routines by extending exposure and addressing areas beyond brush reach; for instance, following application with a mouthrinse maximizes remineralization, while floss and interdental brushes ensure comprehensive plaque control.

Scientific basis

Amine fluoride technology

Amine fluoride technology, the cornerstone of Elmex oral care products, centers on olaflur, an organic amine fluoride compound with the molecular C27H60F2N2O3C_{27}H_{60}F_2N_2O_3. This substance is a salt comprising a cationic alkyl group linked to ions, featuring a long lipophilic chain that enhances its affinity for surfaces through improved adsorption and film formation. The mechanism of action involves olaflur's interaction with enamel minerals, where the ions react with calcium to form a calcium -like deposit on the surface, serving as a for prolonged release under acidic conditions. This layer helps inhibit enamel demineralization and promotes remineralization, while the compound's inherent properties enable it to spread evenly across oral surfaces and exert antibacterial effects by disrupting bacterial and reducing plaque accumulation. Compared to , olaflur demonstrates superior substantivity, with higher retention times on oral hard and soft tissues due to its cationic nature and film-forming ability, leading to extended anticaries protection. Elmex formulations incorporating olaflur at a typical concentration of 1.25% also benefit from reduced abrasiveness, as the fluoride's role minimizes the need for additional agents that could increase enamel wear. This technology was developed in the late by Hans R. Mühlemann, building on his research into fluoride's cariostatic effects.

Clinical efficacy and research

Early clinical trials in the 1960s, led by Hans Rudolf Mühlemann, demonstrated the caries-preventive efficacy of toothpastes like Elmex, with studies showing reductions of up to 50% in lesions and 30% fewer fillings compared to controls. A 10-year by Mühlemann further confirmed significant caries protection through sustained use, attributing the results to the adhesive properties of that enhance enamel remineralization. Subsequent research, including a 1982 unsupervised clinical trial in Strasbourg, reported caries reductions of 21.6% in DMFT scores and 48.7% in primary dentition decay rates for amine formulations versus monofluorophosphate alternatives. Meta-analyses, such as Cochrane reviews on toothpastes, have validated these findings by showing overall caries prevention rates of 24% for 1000-1500 ppm products. For plaque inhibition in protection lines, clinical evaluations indicated improved plaque removal and reduced , with one study demonstrating a 24.5% decrease in bleeding indices after short-term use. In variants targeting dentin hypersensitivity, such as Elmex Sensitive Professional incorporating Pro-Argin technology, post-2004 Colgate-funded studies showed significant relief, with up to 80% reduction in sensitivity from baseline after repeated applications. An eight-week randomized trial confirmed substantial alleviation in 1400 ppm amine formulations with specialized silica, providing both immediate and lasting benefits. Elmex products exhibit a favorable safety profile, with low and minimal side effects when used as directed, making them suitable for children; formulations like Elmex Junior contain adjusted levels (1000 ppm) to minimize fluorosis risk while maintaining efficacy.

Marketing and cultural impact

Market presence and reception

Elmex holds a significant market share in the European oral care sector, particularly in its core markets of and . In , the brand achieved record pharmacy and drug channel shares in 2024, regaining its status as the most often recommended brand by professionals in the sensitivity segment. As of 2023, Elmex contributed to all-time high toothpaste market shares for in , with strength in the therapeutic category. As of Q3 2025, Elmex continued to drive record year-to-date value share performance in Europe's oral care franchise, particularly in the sensitivity segment. In , its country of origin, Elmex maintains a position as a market leader in dental hygiene products. Consumer reception for Elmex has been overwhelmingly positive, with products earning average ratings of 4.5 out of 5 or higher across major retail platforms. Users frequently praise its efficacy in providing relief from tooth sensitivity, noting immediate and lasting results after regular use. However, some feedback highlights the higher compared to standard options, positioning it as a premium choice in the category. Distribution of Elmex remains focused on , including key countries like , , the , and , where it is widely available in pharmacies, supermarkets, and drugstores. In the United States, the brand has limited availability, primarily through imports via platforms like Amazon and , reflecting its regional emphasis post-acquisition by . sales have aided accessibility beyond traditional European channels. In the competitive landscape, Elmex is positioned as a premium therapeutic brand, differentiating itself from mass-market competitors like Colgate and sensitivity-focused rivals such as through its specialized formulations and professional endorsements. This premium status has solidified its appeal among consumers seeking targeted oral care solutions, contributing to sustained growth in dentist recommendations across .

Sponsorships and promotions

Elmex has engaged in sports sponsorships to enhance brand visibility, particularly in . From 1982 to 1985, the company held naming rights for the Dutch professional team Elmex Leiden, the predecessor to the current , during which the team competed in the and won the Haarlem Week in 1983. The brand's advertising campaigns have emphasized preventive oral care through long-running initiatives such as "Healthy Teeth for Life," which promotes science-based solutions for maintaining dental health from childhood onward. Since the , Elmex TV advertisements have highlighted the benefits of its technology, positioning the brand as a leader in caries protection and enamel strengthening. These efforts often feature dentist endorsements, with Elmex ranked as the top brand recommended by dentists in according to a 2024 IQVIA study. Promotional tactics for Elmex include strategic partnerships with pharmacies for product distribution. Following the 2004 acquisition by , the brand expanded into , focusing on sensitivity relief through interactive online tools like enamel risk assessments and sensitivity tests available on its websites. These sponsorships, campaigns, and promotions have contributed to Elmex's strong brand recognition across , where consistent messaging on preventive care has established it as a trusted in northern European oral health markets.

References

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  58. https://basketball.eurobasket.com/team/Zorg-and-Zekerheid-Leiden/1183/History
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