HOBAMA has been operating in the cosmetics sector since 1968 and in the dental sector since the early 1980s.
In 1986 Toni Baroni, owner of the company, created the first oral hygiene line, Linea EBUR, which was then sold in 2003 to an American multinational.
In 2004 Hobama obtained the patent for a biphasic mouthwash for the treatment of halitosis which he called DENTORAL, a product which was then sold in 2010 to a prestigious Italian pharmaceutical company.
In 2012 he obtained the patent for HOBAGEL (now HOBAGEL 365) and then, after years of clinical trials, in 2016 HOBAGEL PLUS was born.

In 2020, Toni’s son, Davide, took over the reins of the company with the aim of maintaining the quality of the products always high and continuing with an important focus on investments in innovation that have always characterized the founder’s work.
In 2023, on the occasion of the launch of two new products dedicated to the junior world, HOBAGEL 365 JUNIOR and HOBAGEL PLUS JUNIOR, a graphic restyling of the packaging of the entire line was created.