In the 1880s, the collapsible metal tube revolutionized toothpaste manufacturing and marketing. Dentifrice had been available only in liquid or powder form, usually made by individual dentists, and sold in bottles, porcelain pots, or paper boxes. Tube toothpaste, in contrast, was mass-produced in factories, mass-marketed, and sold nationwide. In 20 years, it had become the norm.

Source: ADA.org