# Elmex
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{{Short description|Brand of toothpaste}}
thumb|Elmex
'''Elmex''' is a brand of [toothpaste](/source/toothpaste) that has been sold since 1962.[{{Cite book|last=Fink|first=Johannes Karl|url=https://books.google.com/books?id=2YNTDwAAQBAJ&q=elmex+1962&pg=PA180|title=Materials, Chemicals and Methods for Dental Applications|date=2018-03-27|publisher=John Wiley & Sons|isbn=978-1-119-51032-1|language=en}}] It is manufactured by GABA International AG, a Swiss manufacturer of branded oral care products located in [Therwil](/source/Therwil). GABA was acquired by the [Colgate-Palmolive](/source/Colgate-Palmolive) company of the United States in 2004 for US$841 million.[{{Cite book|last=Turner|first=Tyya|url=https://books.google.com/books?id=aT59Q0J1QV0C|title=Vault Guide to the Top Consumer Products Employers|year=2006|isbn=9781581314045}}]
Elmex was the first toothpaste to contain the organic [Amine Fluoride](/source/Amine_Fluoride) (AmF) [olaflur](/source/olaflur) as an active ingredient for protection against [dental caries](/source/tooth_decay).
However, since 2025 Elmex toothpastes no longer contain the key ingredient Olaflur. It has been replaced with the common Sodium Fluoride which is available in most budget toothpastes.
{{Citation needed|date=November 2020}} Elmex is often sold together with Aronal which should be used in the morning.[{{Cite book|last=Strauss|first=Ralf|url=https://books.google.com/books?id=qNRb3cFDGWcC&q=elmex+toothpaste&pg=PA124|title=Marketing Planning by Design: Systematic Planning for Successful Marketing Strategy|date=2010-04-01|publisher=John Wiley & Sons|isbn=978-0-470-74561-8|language=en}}] Aronal contains [vitamin A](/source/vitamin_A) and [zinc](/source/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.