Introduced to the market in June 1932, Couto toothpaste has been“on everyone’s mouth” ever since, as its advertisement made clear. The extraordinarily fresh and minty formula was created by Alberto Ferreira do Couto, a pharmaceutical manager, and a dentist friend. Unlike its competitors, this tooth-paste is not tested on animals. Located until recently in the centre of Porto, Couto Factory, specialises in personal hygiene products to this day. Including another very popular and iconic product: the Olex hair colour “restorer”. Both products benefited from memorable TV campaigns that became landmarks of Portuguese advertisement.