In 1905, the Italian Clement Ciccarelli, captain of the Royal Army and doctor of pharmaceutical chemistry, decided to create a toothpaste that had never been used in Italy before; at that time it was in fact only used in powder form.
Started as a hobby with great love for Italian products. It has since grown into a family business. Now you can also enjoy all the delicious Italian care and washing products in the BeNeLux and other countries. We are big fans and hope to make you a member of the fan club!