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The Mentholatum Co Inc. is a wholly owned subsidiary of the Rohto Pharmaceutical Co. Ltd. The Rhoto company was founded in 1899 by Yastani Yamada who opened a pharmaceutical outlet. Rohto is a leading listed pharmaceutical entity in Japan. Rohto Eye Drops were introduced in 1909 and Rohto is now a leader in the eye care category. Rohto concluded a licensing agreement with the Mentholatum Co. Inc. of USA in 1975. The management rights to the Mentholatum Co. Inc. were acquired by Rohto in 1988.

The Mentholatum Company was founded in Buffalo NY. USA in 1889 by Mr A Hyde. The company markets products in 138 countries around the world. The Hyde family of the Mentholatum company facilitated the acquisition of Mentholatum by Rohto in 1988.

Mentholatum South Africa (Pty) Ltd is a wholly-owned subsidiary reporting to the Mentholatum Company Limited in the UK. The company initially known as Hyde Pharmaceuticals, was established in 1972. The corporate entity changed to Mentholatum SA (Pty) Ltd in 1995.


The evolution of Deep Heat Packaging


Spray CAN 1963


Spray CAN 1976


Spray CAN 2001


Spray CAN 2015

Deep Heat RUB 1965

Deep Heat RUB 1978

Deep Heat RUB 1999

Deep Heat RUB 2012

The Progression of the Deep Heat Brand & Marketing since 1963