The story begins when a small company, Flôres e Couto, was founded in 1931 by a Portuguese man named Alberto Ferreira do Couto. Soon after, Alberto enlisted the help of his dentist friend as he wanted to develop a product that reduced gingival infections and gum disease amongst the Portuguese population.

After a year or so of research and trialling formulations, on 13 of June 1932, the Medicinal Toothpaste Couto was ready to enter Portuguese homes and soon after, their hearts.

Today it is still produced but as an artisan toothpaste, with its original packaging and formulation. Importantly it still retains a place in Portuguese hearts and remains an excellent quality toothpaste.