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The Reel says
Mainstream toothpastes are not uniquely toxic compared to natural alternatives?
Mainstream toothpastes are not uniquely toxic: the lab study found trace lead across 90% of all tested toothpastes, including natural brands, and the EU ban applies to food. Independent testing by Lead Safe Mama did find trace lead in 90% of tested toothpastes, but this included natural and alternative brands alongside mainstream ones, as reported by Hindustan Times. The EU banned titanium dioxide specifically as a food additive, not in toothpaste, according to European Commission documents. Class-action lawsuits against Colgate remain unproven allegations with no finding of liability.
- 5 claims checked
- 7 sources
- Checked 8 Nov 2026
- Main source: Re-evaluation - Food Safety - European Commission
▶The Reel we checked
@restoringyourkingdom
Independent lab testing pulled 51 toothpastes off the shelf. 46 came back positive for lead. These 4 are the ones sitting in most bathrooms right now 👇 What to…
Watch on Instagram ↗Red flags
FDA issued a warning letter to Tom's of Maine regarding bacteria found in water used for toothpaste manufacturing.
“Your firm failed to follow appropriate written procedures, designed to prevent objectionable microorganisms in drug products not required to be sterile” Colgate-Palmolive/Tom's of Maine, Inc. - 687043 - 11/05/2024 | FDA, 2025-11-25
Independent lab testing detected trace levels of lead in 90% of 51 tested toothpaste products.
“Third-party lab testing commissioned by Lead Safe Mama found that 90% of the 51 toothpaste brands tested contained lead” Popular toothpaste brands contain dangerous heavy metals, new research finds | Hindustan Times, 2025-04-18
The trick: Picks only some facts
It shows the facts that fit and leaves out those that don't (known as cherry-picking).
“Here are the four toxic toothpaste brands to avoid at all costs.”
How this trick works and how to answer it →
What we checked
What the Reel doesn't tell you
- The lab study detected trace lead in 90% of all tested toothpastes, including natural and alternative brands, and the EU titanium dioxide ban applies to food additives, not toothpaste.
- Colgate-Palmolive denied wrongdoing in the heavy-metal class action lawsuit, which remains at an early stage (CourtDocket).
- Tom's of Maine stated it worked with the FDA to remediate facility issues, including upgrading its plant's water system (NBC News).
How it plays you
It wants you to think: “Major mainstream toothpaste brands contain toxic heavy metals and chemicals like lead, arsenic, and titanium dioxide, so consumers should avoid them and make DIY options or buy alternatives.”
The Reel uses true individual facts out of context to claim major mainstream toothpastes are uniquely toxic. However, the cited lab study found detectable lead in 90% of all toothpastes tested—including natural and alternative brands—and the EU ban on titanium dioxide applies strictly to food additives, not toothpastes. Furthermore, lawsuit claims remain unproven allegations.
Short version
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