In 1905 our ancestor Clemente Ciccarelli, Captain of the Royal Army and Doctor of Pharmaceutical Chemistry, decided to create, in the pharmacy of our family, a toothpaste that had never been used before in Italy; at that time, in fact, it was only used in its powder form.
The family photo beside portrays Clemente Ciccarelli, the inventor of the Pasta del Capitano, whose portrait appears on all the products of the new line Pasta del Capitano 1905; his wife Maddalena Vasoin, which inspired the creation of the cream Cera di Cupra and whose face is present on the cases of the new line Cera di Cupra Milano, his children Maria, Emilia and Nicola, called Nico, the creator of the most loved cream by Italians.
Later Nicola, son of Clemente and pharmacist like his father, had the idea to place the Captain's face and signature on pipes and cases, to guarantee product quality and emphasize its unique origin.
The success of that formula has brought us over time to create a complete line of products for oral hygiene and to become one of the most famous and prestigious Italian brands.
We have been being in Milan since 1950 and from here we produce millions of products that we sell worldwide.
Our family-run business is still involved in several markets and that's because we have not changed our mission: to provide our consumers healthy and innovative products that are connected to our roots and our values, created by craftsmen in our laboratories and sold around the world once they’re tested. Pasta del Capitano: from our family to yours!
From the historic archives of Ciccarelli
December 1985, magazine “Cosmopolitan”. Pasta del Capitano links tradition of its products with innovation of its formulae, for a toothpaste designed with the same care and love of the original one.
Christmas Eve '75, "Stampa Sera" newspaper. A fun cartoon that suggests the toothpaste Pasta del Capitano specifically for smokers.
In the middle of the 70s Pasta del Capitano was one the first brands that diversified its offer, with three different flavours: original, white type and green type for smokers. This picture shows the tubes of 70s.
The toothpaste showed in this picture is the one sold in the pharmacies, dating back to the 60s.
This picture shows a catalogue page of 1984 where the toothpaste Denti Bianchi (“white teeth”) is showed in a background that gives value to the handcrafted and pharmaceutical origins of the brand.
Elegance and Italian tradition: these are the words that best identify the style of our brand Pasta del Capitano. In this black and white picture you can see our toothpaste with toothbrush (November 1970 - release archive used for the Company catalogues).
1974 – A frame of “Carosello” (Italian for ”carousel”. It was an Italian television advertising show, broadcast on RAI from 1957 to 1977). Dr. Nico Ciccarelli, the first testimonial of his own company products in the history of Italian advertising, paved the way for other famous industrialists. In this frame, he’s advertising the Toothpaste Pasta del Capitano.