Toothpaste is a paste or gel dentifrice used to clean and improve the aesthetic appearance and health of teeth. It is almost always used in conjunction with a toothbrush. Toothpaste use can promote good oral hygiene: it can aid in the removal of dental plaque and food from the teeth, it can aid in the elimination and/or masking of halitosis, and it can deliver active ingredients such as fluoride to prevent tooth and gums (Gingiva) disease. Most people in developed countries consider toothpaste a necessity and use it at least twice a day.
Lion Corporation (ライオン株式会社, Raion Kabushiki Gaisha) is a manufacturer of detergent, soap, medications, and oral hygiene products and other toiletries. The company also has a chemical engineering research division which works on developing new products.