Blendax
Blendax was a German personal-hygiene manufacturer from Mainz whose best-known dental-care brand was blend-a-med.
Last updated August 25, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Blendax was a German manufacturer of toothpaste and other personal-hygiene products, established in Mainz in 1932 by brothers Rudolf and Hermann Schneider. Although the Blendax toothpaste wordmark had been registered in Germany as early as 1910, factory production began in 1936. The business was created around the idea that toothpaste should be affordable and widely accessible, and it rapidly became a significant European producer. By the end of the 1930s, the company was reportedly making about 43 million toothpaste tubes per year, making it one of Europe's largest toothpaste manufacturers at the time. The company expanded beyond basic toothpaste into a broader portfolio of oral-care and personal-care products. Its range eventually included toothpaste variants, toothbrushes, shampoo, bath foam, soap, skin creams, mouthwash and other hygiene products. The most important innovation in its history was blend-a-med, introduced in 1951 after Mainz pharmacist Hertha Hafer offered Blendax an original toothpaste formulation. Initially distributed through pharmacies and dentists, blend-a-med was presented as Germany's first medicated toothpaste. The launch also led to the creation of a dedicated research and development unit, blend-a-med Forschung, focused on preventing dental and oral diseases. The blend-a-med name became the company's best-known consumer brand. World War II severely disrupted the business. The original factory on Ingelheimer Aue, an island in the Rhine at Mainz, was almost completely destroyed. Blendax rebuilt the Mainz operation in 1946 and resumed toothpaste production in 1949. Its Gera branch survived the war but was subsequently appropriated in East Germany. That facility operated first as VEB Blendax and later as VEB Gerana; following German reunification it became Gerana Cosmetic GmbH and ultimately closed in 2007 after bankruptcy. The original Gera buildings remained standing after the closure. Postwar product development broadened the company's offer. Shampoo and bath-foam production was added in 1956, the children's milk-toothpaste product Blendi was introduced that year, and toothbrush production began in 1957. During the 1970s Blendax added toothpaste products including Strahler 70, followed later by Strahler 75 and Strahler 80. Other names associated with its portfolio included Blendax Antibelag, Formel M, Blendax Fluor Super, Shamtu, Tosan, Kamill, Credo, Cliff and Do7. Blendax remained a family business until Procter & Gamble acquired it in 1987. The takeover initially strengthened the Mainz site: in 1989 Procter & Gamble transferred British toothpaste production there, turning Mainz into a major European dental-hygiene center. The strategic direction later changed. Skincare production in Mainz ended in 1993, while toothpaste and toothbrush manufacturing continued until 2002. Production was then moved to Procter & Gamble's former Richardson-Vicks site in nearby Groß-Gerau. Blendax therefore ceased to operate as an independent manufacturer, although some brand names associated with the business, particularly blend-a-med, became part of Procter & Gamble's broader oral-care portfolio.
History
Blendax's history combines an early twentieth-century trademark with a manufacturing company founded in Mainz in 1932. The Blendax toothpaste wordmark was registered in Germany on 4 January 1910, but the factory established by brothers Rudolf and Hermann Schneider did not begin production until 1936. The founders sought to make toothpaste affordable to ordinary consumers. By the end of the 1930s, the company had reached an annual output of approximately 43 million tubes and was described as Europe's largest toothpaste producer. The business initially concentrated on toothpaste but gradually developed into a broader personal-hygiene manufacturer. World War II almost completely destroyed the principal Mainz factory on Ingelheimer Aue. Reconstruction began after the war, and toothpaste production resumed in 1949. A separate Gera branch survived the wartime destruction but was taken over by the East German authorities. It was operated as VEB Blendax, later renamed VEB Gerana, and after reunification became Gerana Cosmetic GmbH. That successor company eventually closed in 2007 following bankruptcy. Blendax's most consequential product development began with a formulation supplied by Mainz pharmacist Hertha Hafer in 1949. The company commercialized it in 1951 under the name blend-a-med. Initially sold through pharmacies and dentists, it was described as Germany's first medicated toothpaste. Blendax established blend-a-med Forschung in the same year to research the prevention of dental and oral diseases. This research-led identity helped distinguish the company from ordinary toothpaste manufacturers and made blend-a-med its best-known brand. The postwar years brought continued diversification. Blendax started producing shampoo and bath foam in 1956, launched Blendi for children's milk teeth in the same year, and added toothbrushes in 1957. Its later dental-care range included blend-a-med Formel Z, Blendax Antibelag, Formel M, Strahler 70, Strahler 75, Strahler 80 and Blendax Fluor Super. The wider personal-care portfolio included hair-care names such as Shamtu and Tosan, as well as skincare and hygiene names including Kamill, Credo, Cliff and Do7. In 1987 Procter & Gamble acquired Blendax. The acquisition initially increased the importance of the Mainz site because P&G moved British toothpaste production there in 1989, making the facility a major European center for dental hygiene. P&G subsequently rationalized the operation. Skincare manufacturing ended in Mainz in 1993, and toothpaste and toothbrush production continued until 2002, when it was transferred to the former Richardson-Vicks site in Groß-Gerau. Blendax consequently ceased to function as an independent manufacturing company. Its corporate history nevertheless remained significant within German oral-care history, particularly through the blend-a-med brand and the development of mass-market dental products.
- 2007
Gerana Cosmetic closes
[1]The former Gera branch, by then operating as Gerana Cosmetic GmbH, closed following bankruptcy.
- 2002
Remaining Mainz production relocated
[1]Toothpaste and toothbrush production was moved to the former Richardson-Vicks site in Groß-Gerau.
- 1993
Skincare manufacturing discontinued in Mainz
[1]Procter & Gamble ended skincare production at the Mainz site.
- 1989
British toothpaste production transferred to Mainz
[1]P&G moved British toothpaste production to Mainz, strengthening the plant's European dental-care role.
- 1987
Acquired by Procter & Gamble
[1]Procter & Gamble acquired the family-owned Blendax business.
- 1970
Strahler 70 introduced
[1]Blendax introduced the Strahler 70 toothpaste line during the 1970s.
- 1957
Toothbrush production begins
[1]Blendax expanded its oral-care manufacturing with toothbrushes.
- 1956
Expansion into shampoo, bath foam and children's toothpaste
[1]The company added shampoo and bath foam and introduced Blendi for milk teeth.
- 1951
blend-a-med introduced
[1]Blendax launched blend-a-med and established a dedicated research and development unit named blend-a-med Forschung.
- 1949
Toothpaste production resumes
[1]Blendax restarted toothpaste production in Mainz and received Hertha Hafer's original toothpaste formulation.
Products and positioning
Mass-market personal care with a historical emphasis on affordable oral hygiene, scientific dental research and pharmacy-supported product development.
Medicated toothpaste and oral care · 1951
blend-a-med
Blendax's best-known product line was introduced in 1951 from a formulation offered by Mainz pharmacist Hertha Hafer. It was initially distributed through pharmacies and dentists and positioned as a medicated toothpaste. Its launch supported the creation of blend-a-med Forschung, a research unit devoted to oral and dental disease prevention.
Children's toothpaste · 1956
Blendi
Blendi was introduced in 1956 as a toothpaste intended for children's milk teeth, extending Blendax's oral-care range beyond general-purpose adult products.
Toothpaste · 1970
Strahler 70, Strahler 75 and Strahler 80
The Strahler series was a group of Blendax toothpaste products introduced from the 1970s onward. The documented range included Strahler 70, followed by Strahler 75 and Strahler 80.
Toothpaste
Blendax Antibelag
Blendax Antibelag was one of the company's named dental-care products, forming part of its broader toothpaste portfolio alongside Formel M and Blendax Fluor Super.
Hair care
Shamtu
Shamtu was a hair-care brand associated with Blendax's expansion from toothpaste into shampoo and related personal-hygiene categories.
Skin care
Kamill
Kamill was among the skincare names included in Blendax's diversified personal-care portfolio.
Oral-care accessories · 1957
Toothbrushes
Blendax began producing toothbrushes in 1957, complementing its toothpaste business and making the company a broader oral-care supplier.
Brand decisions
2002
Relocation of remaining Mainz manufacturingStrategyBackground
The former Blendax operation had become part of Procter & Gamble's broader manufacturing network.
Action taken
Toothpaste and toothbrush production was moved from Mainz to the former Richardson-Vicks facility in nearby Groß-Gerau.
Aftermath
Blendax ceased to operate as an independent Mainz manufacturing business.
1993
End of Mainz skincare productionStrategyBackground
Procter & Gamble reviewed the product categories manufactured at the former Blendax site.
Action taken
Skincare production in Mainz was discontinued while toothpaste and toothbrush manufacturing continued.
Aftermath
The site became more concentrated on dental-care production.
1989
Consolidation of European toothpaste production in MainzStrategyBackground
After acquiring Blendax, Procter & Gamble reorganized its European toothpaste manufacturing footprint.
Action taken
P&G moved British toothpaste production to the Mainz facility, making it a principal European dental-hygiene center.
Aftermath
The relocation initially reinforced the strategic importance of the Mainz operation.
1987
Procter & Gamble acquisitionM&ABackground
Blendax was a family-owned German personal-care manufacturer with a substantial toothpaste operation and a diversified hygiene portfolio.
Action taken
Procter & Gamble acquired the Blendax business and incorporated its operations and brands into the multinational consumer-goods group.
Aftermath
The Mainz site was initially strengthened, including through the transfer of British toothpaste production in 1989, but later experienced product-category reductions and eventual relocation of remaining production.
Recent events
- 2002
Toothpaste and toothbrush production leaves Mainz[1]
Other
The remaining toothpaste and toothbrush production associated with Blendax was transferred to Procter & Gamble's former Richardson-Vicks site in nearby Groß-Gerau.
- 1993
Skincare production ends at Mainz[1]
Other
Procter & Gamble stopped manufacturing skincare products at the Mainz facility while retaining toothpaste and toothbrush production there.
- 1989
Mainz becomes a major European dental-hygiene center[1]
Other
Following the acquisition, Procter & Gamble moved British toothpaste production to Mainz, strengthening the site and expanding its role in European dental-care manufacturing.
- 1987
Procter & Gamble acquires Blendax[1]
M&A
The American consumer-goods company Procter & Gamble took over the German family-owned Blendax business, bringing its toothpaste and personal-care operations into the P&G group.
Sources2 sources
Cite this profile: Cite the canonical profile. /brand-wiki/blendax · Editorial policy · How profiles are compiled