In the 20th century, dental care products became an essential part of daily life for millions. This is the story of Orzán, a Galician laboratory that created one of Spain’s first commercially successful toothpastes—and made history in the process.
To understand how a small local brand stood out in a growing market, we must first explore the global history of toothpaste and the evolution of oral hygiene.
Origins of oral hygiene and toothpaste
Concern for dental health is far from new. Over 5,000 years ago, ancient Egyptians used a mixture of animal ash, crushed eggshells, and myrrh to clean their teeth. While crude, it was effective for its time. The Romans, more curiously, used urine as mouthwash, relying on urea—later broken down into ammonia—for its supposed antiseptic properties. In other parts of the world, the Chinese used herbal and spice blends for breath freshening, while in India, twigs from trees like neem were used to clean teeth thanks to their natural antibacterial qualities.
Modern toothpaste began to take shape in the 19th century. In 1824, American dentist Peabody added soap to toothpaste to boost its cleaning power. By the late 1800s, formulas improved with baking soda and foaming agents. The major turning point came in 1873, when Colgate released the first mass-produced toothpaste in jars—followed in 1896 by the now-iconic metal tube, modeled after paint packaging. This innovation made toothpaste more hygienic and easier to store, especially before refrigeration.
Dental care in Spain before the 20th century
In 19th-century Spain, dental care was largely limited to home remedies. Rural families used simple mixtures of salt, charcoal, baking soda, and herbs like mint or thyme. While these ingredients offered some cleansing, they lacked scientific backing. Commercial toothpaste was rare, and dentistry was a luxury only a few could afford.
The 20th century and the creation of Orzán Laboratory
The arrival of the 20th century brought about a transformation in the landscape of dental care in Spain. Major cities such as Madrid and Barcelona began to experience a surge in the demand for personal hygiene products, and with it, the first Spanish toothpaste brands emerged. Among these brands, Orzán toothpaste stood out particularly in Galicia, becoming a highly successful local alternative. In 1909, the Galician pharmacist Ismael Vidal Ogen founded Laboratorio Orzán in A Coruña together with Arturo Taracido (politician and economist) and other collaborators, with the aim of developing toothpastes, analgesics, and other pharmaceutical products to improve the quality of life of the Galician population. Inspired by Orzán Beach, an iconic landmark in the city, Pérez Peña chose this name for his laboratory, seeking to represent the company’s closeness to the local community and its roots. In its early years, Laboratorio Orzán focused on the production of medicines and personal care products, but it soon identified the opportunity to introduce a toothpaste capable of competing with the major foreign brands that were beginning to enter the Spanish market.
Orzán toothpaste: formula, packaging and early success
Orzán toothpaste was one of the first in Galicia to be professionally marketed and packaged in metal tubes, an innovation at the time that made storage and use easier. The formula of Orzán dental cream was simple yet effective, with ingredients such as sodium bicarbonate, salts, minerals, and essential oils. This toothpaste offered an effective solution for dental cleaning while helping to prevent problems such as cavities, which were common among the population at the time. This innovative formula, already advertised in the press in 1921, quickly gained the trust of consumers not only in Galicia, but also in other parts of Spain.
National and international expansion
Orzán’s growth wasn’t confined to Spain. In the early 20th century, the brand expanded into Latin America, where it found eager audiences—especially among Galician immigrant communities in countries like Argentina and Cuba. Thanks to its quality and affordability, Orzán held its own against international brands, offering a trusted and accessible option during a time when oral hygiene was beginning to reach broader populations.
Challenges during the Spanish Civil War and postwar period
Like many businesses, Laboratorio Orzán faced serious obstacles during the Spanish Civil War. Shortages of raw materials and political instability slowed production. Yet unlike many competitors, Orzán survived—albeit with reduced output. In the difficult postwar years marked by poverty and rationing, Orzán remained on the market, supported by loyal Galician consumers and its deep local identity.
Decline and enduring legacy of Orzán toothpaste
As multinational corporations began to dominate the Spanish market, Orzán gradually lost ground until it disappeared. Despite this, it remained a symbol of Galician pride and quality until its eventual disappearance.Even though the brand is no longer on store shelves, its legacy lives on in the memory of generations who grew up using Orzán toothpaste. It demonstrated that a local company could innovate, compete, and succeed on a global stage. Laboratorio Orzán didn’t just improve oral health—it proved that Galicia could leave its mark on the world.
