Who owns White Plus?
White Plus is owned by Square Toiletries (Bangladesh).[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: Square Toiletries — Brands That Care, Square Toiletries Limited. Last checked .
Key facts
- Current owner
- Square Toiletries Limited reported
- Owner HQ
- 🇧🇩 Bangladesh, Dhaka
- Origin
- 🇧🇩 Bangladesh
- Category
- Personal care & beauty › Oral care › Toothpaste & toothbrushes
- Last verified
- · 1 sources
About White Plus
White Plus is Square Toiletries' mainstream toothpaste, positioned on a combination of cavity protection and daily enamel repair rather than on the herbal ingredients that Magic is sold on. The company runs it with an endorsement arrangement with the Bangladeshi dental campaigner Dr Arup Ratan Choudhury on safeguarding teeth, an approach that matters in a market where routine dental care is expensive and prevention messaging carries weight.
Ownership timeline of White Plus
- Current owner Square Toiletries [1] reported
Where White Plus sits in Square Toiletries
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Square Toiletries ownership tree →
See the full Square Toiletries brand portfolio (19) →
Other brands owned by Square Toiletries
Square Toiletries controls 19 brands on Brandtree, 12 of them in personal care & beauty.
Also in personal care & beauty
Other brands in toothpaste & toothbrushes, and who owns them
The 42 brands in toothpaste & toothbrushes on Brandtree belong to 23 owners. The largest is Colgate-Palmolive, with 5; Square Toiletries has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| Colgate | Colgate-Palmolive | 🇺🇸 United States |
| Desensin | Dentaid | 🇪🇸 Spain |
| Close-Up | Unilever | 🇬🇧 United Kingdom |
| Parodontax | Haleon | 🇬🇧 United Kingdom |
| Pepsodent (United States) | Church & Dwight | 🇺🇸 United States |
| Bioniq | Dr. Wolff Group | 🇩🇪 Germany |
| CLINICA | Lion | 🇯🇵 Japan |
| Elgydium | Pierre Fabre | 🇫🇷 France |
About the owner: Square Toiletries
Square Toiletries is a privately held company headquartered in Dhaka, Bangladesh. Brandtree records 19 brands under its control.
Square Toiletries Limited is one of the largest fast-moving consumer goods companies in Bangladesh and the toiletries arm of Square Group, the conglomerate Samson H Chowdhury built from a four-partner pharmacy business founded in 1958 and named Square because four friends started it. It produces at two automated plants at Rupshi and Pabna, states that all the brands it sells were developed by its own research and development department rather than licensed in, and lists export markets across Asia, the Middle East, Europe, North America, Africa and Australia. Its portfolio runs from soap and shampoo to sanitary napkins, nappies, toothpaste, detergent and mosquito repellent.
Square Toiletries: full profile, brands and acquisition history →
🇧🇩 White Plus and other Bangladeshi brands
Brandtree records a controlling owner for 51 brands that began in Bangladesh. 2 of them (4%) are now controlled by a company headquartered in another country; White Plus is not one of them.
- Impact — ACI Limited 🇧🇩
- All Time — PRAN-RFL 🇧🇩
- Biman Bangladesh Airlines — Biman Bangladesh 🇧🇩
- Coca-Cola Bangladesh Beverages — Coca-Cola İçecek 🇹🇷
- Energy Plus — Olympic Industries 🇧🇩
- Life Insurance Corporation (LIC) of Bangladesh — LIC of India 🇮🇳
Frequently asked questions
Who is the parent company of White Plus?
The parent company of White Plus is Square Toiletries, a privately held company headquartered in Bangladesh.
Is White Plus Bangladeshi?
Yes. White Plus originated in Bangladesh and its owner, Square Toiletries, is also headquartered in Bangladesh.
Is White Plus still owned by Square Toiletries?
Yes. As of 16 September 2026, White Plus is still owned by Square Toiletries. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Square Toiletries — Brands That Care — Square Toiletries Limited, Official document; retrieved 16 September 2026.
Report a correction Opens a pre-filled GitHub issue. See our corrections policy.