The toothpaste dispensing system includes a toothpaste tube and a pair of mating hook and loop fastening strips affixed to opposing surfaces of the toothpaste tube. When the bottom end of the tube is rolled up to dispense toothpaste, the mating hook and loop strips from opposing tube surfaces interlock. Consequently, the emptied, folded portions of the tube are held together, facilitating efficient dispensing of the toothpaste. The hook and loop strips may be permanently affixed to the toothpaste tube, or removably affixed for re-use with multiple tubes.