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White Toothpaste
Decode Label Safety Score
How we got 3.9 ShowHide
Methodology v3.1 (updated 8 Oct 2026) — what changed
The score is capped for a specific safety reason, set out below. This toothpaste contains Sodium Lauryl Sulfate, a known irritant, and Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when ingested. While the genotoxicity concern for Titanium Dioxide is primarily for oral ingestion and less relevant for topical use in toothpaste (where it is largely spat out), its presence as an EU-restricted food additive is a transparency concern. The formulation also includes an undisclosed "Flavours" blend, which limits transparency regarding potential allergens. However, it provides fluoride for cavity protection and uses milder surfactants like Cocamidopropyl Betaine alongside SLS.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Glycerin
- Zinc Citrate
Contains irritant surfactant and EU-restricted food additive Titanium Dioxide
The score is capped for a specific safety reason, set out below. This toothpaste includes Sodium Lauryl Sulfate, a common surfactant that can irritate oral mucous membranes, and Titanium Dioxide, an additive banned in the EU for food use due to genotoxicity concerns when swallowed. The product also uses an unspecified "Flavours" blend, which means specific flavouring compounds are not disclosed.
Consider this product carefully if you are
- Avoiding certain additives or colours — Titanium Dioxide and Sodium Lauryl Sulfate are declared.
Personal check · free
Is this right for you or your family?
Just checking whether the product is safe? The analysis above is yours, no account needed. To know if it is safe for you, your father or your child, add a profile and we check this label against them.
- Allergies. Peanut, milk, gluten, egg and more, checked against the ingredient list.
- Diet. Vegetarian, vegan, Jain, no egg, no dairy.
- Health and goals. Sugar, salt, protein, steady blood sugar, heart-friendly, weight.
- Everyone you buy for. Save a profile for Papa or the kids and switch in one tap.
Concern breakdown
Score out of 10 · higher = fewer concernsHow this product performs on each concern we check for oral care. This is a breakdown of the same evidence behind the score above — not a separate verdict.
Other audiences
LimitContains fluoride — use only a pea-sized amount and supervise brushing to limit swallowing.
Why the score is capped
Contains an additive restricted for a recognised health hazard
Rule F-CAP-10 · Source: IARC / EFSA classification of the additive
Primary surfactant with recognised irritation potential (EU SCCS)
Rule PC-CAP-05
Undisclosed generic ingredient (specific compound not named)
Rule PC-CAP-08
What's good
Contains Sodium Fluoride for effective cavity protection.
Includes Zinc Citrate for antimicrobial benefits and plaque control.
Uses Glycerin and Sorbitol as humectants for texture and moisture.
Watch out for
Sodium Lauryl Sulfate (SLS) is a primary surfactant that can cause irritation to oral tissues, especially for sensitive users.
Titanium Dioxide (E171) is present, an additive banned in the EU for food use due to genotoxicity concerns when ingested.
The use of generic "Flavours" reduces transparency and may mask potential allergens.
Cocamidopropyl Betaine, while milder than SLS, can be a contact allergen for some individuals.
Sodium Saccharin — intense artificial sweetener - widely used in toothpaste; not a classified carcinogen.
PEG-40 Hydrogenated Castor Oil — ethoxylated ingredient - quality depends on removal of manufacturing impurities.
Benzyl Alcohol — preservative and fragrance allergen - the EU requires it to be declared.
Ingredient Concerns safety database
Sources cited below may be Indian (FSSAI) or international (EU, US, WHO, IARC) — an international classification or law is evidence, not an Indian regulatory finding.
Titanium Dioxide (E171)
EFSA concluded in 2021 that titanium dioxide can no longer be considered safe as a food additive, citing genotoxicity concerns, and the EU banned its use in food from August 2022. It is still used in some cosmetics where skin absorption is the concern. Indian regulations are under review.
Regulatory & scientific authority Source: EFSA 2021; EU Regulation 2022/63
Titanium Dioxide: regulation, sources and other products →Sodium Lauryl Sulfate
SLS is an aggressive surfactant that strips skin of its natural oils, disrupts the skin barrier, and can cause contact dermatitis, canker sores, and eye irritation. People with eczema, psoriasis, or sensitive skin should avoid SLS-containing products. It is particularly harsh in oral care products where it contacts mucous membranes.
Regulatory & scientific authority Source: SCCS; American Academy of Dermatology; Herlofson & Barkvoll 1996
Sodium Lauryl Sulfate: regulation, sources and other products →Saccharin (E954)
Saccharin is an approved intense sweetener and is used in small amounts to flavour toothpaste. An earlier rodent-bladder finding was judged not relevant to humans and IARC moved it to Group 3 (not classifiable) in 1999. The WHO (2023) nevertheless advises against relying on non-sugar sweeteners for weight control. In toothpaste the amount swallowed is very small.
Regulatory & scientific authority Source: IARC Monographs Vol. 73 (1999); WHO guideline on non-sugar sweeteners (2023); EFSA/JECFA acceptable daily intake
Saccharin: regulation, sources and other products →Cocamidopropyl Betaine
Cocamidopropyl betaine is the usual "gentle" co-surfactant in shampoos, face washes and baby washes. It was named Allergen of the Year by the American Contact Dermatitis Society in 2004; the reactions are attributed mainly to impurities (amidoamine, DMAPA) and are uncommon, but it is a common cause of surfactant allergy in people with eczema.
Peer-reviewed research Source: American Contact Dermatitis Society - Allergen of the Year 2004; contact-dermatitis literature
Cocamidopropyl Betaine: regulation, sources and other products →Sugar Alcohols (Polyols)
Polyols are bulk sweeteners and humectants (also used in toothpaste). They are only partly absorbed, so large amounts can cause gas, bloating and a laxative effect, and EU rules require foods containing them to say "excessive consumption may produce laxative effects". Xylitol is toxic to dogs.
Regulatory & scientific authority Source: EU Regulation 1169/2011 Annex III (polyol labelling statement); EU Regulation 1333/2008
Sugar Alcohols (Polyols): regulation, sources and other products →Fluoride
Fluoride in toothpaste prevents tooth decay; the EU caps it at 0.15% fluorine. Swallowing a lot of toothpaste while the permanent teeth are forming (under about 6 years) can cause dental fluorosis, so children should use a smear or pea-sized amount, be supervised, and spit. For adults it is a benefit, which is why this is information, not a deduction.
Regulatory & scientific authority Source: EU Regulation 1223/2009 Annex III (max 0.15% fluorine); SCCS opinions on fluoride
Fluoride: regulation, sources and other products →Benzyl Alcohol
Benzyl alcohol is both a preservative (permitted up to 1% in the EU) and one of the fragrance substances the EU requires to be named on a label because it can cause contact allergy in sensitised people. It is information for someone who knows they react to it, not a general hazard.
Regulatory & scientific authority Source: EU Regulation 1223/2009 Annex III and Annex V
Benzyl Alcohol: regulation, sources and other products →Polyethylene Glycols (PEGs)
PEG ingredients are made by ethoxylation, which can leave traces of ethylene oxide (IARC Group 1) and 1,4-dioxane (IARC Group 2B) unless removed. Good manufacturing removes them, so the ingredient itself is not a hazard, but the label cannot tell you whether it was done well. PEGs should not be applied to broken skin.
Regulatory & scientific authority Source: IARC Monographs Vol. 100F (ethylene oxide) and Vol. 71 (1,4-dioxane); Cosmetic Ingredient Review
Polyethylene Glycols (PEGs): regulation, sources and other products →Decode Label Analysis
Contains Sodium Lauryl Sulfate, a strong surfactant known to be a skin and mucous membrane irritant, which can be a concern for individuals with oral sensitivities or canker sores.
Contains Titanium Dioxide (E171), which has been banned as a food additive in the EU due to genotoxicity concerns when ingested. While largely spat out in toothpaste, the oral exposure route means this concern is relevant.
Contains undisclosed "Flavours," which limits transparency regarding specific flavouring compounds and potential allergens.
Contains Cocamidopropyl Betaine, a mild surfactant but a recognized contact allergen for some individuals, often due to manufacturing impurities.
Claim check
Front-of-pack marketing claims checked against this product's actual ingredients and nutrition. "Can't verify" means the label does not provide enough information to check the claim — it is not the same as the claim being false.
This claim refers to a process or endorsement that cannot be verified from the ingredient list or other provided label information.
This is a benefit claim that cannot be objectively verified from the provided ingredient list alone, as it refers to a subjective outcome.
The product name explicitly states 'WHITE TOOTHPASTE', and Titanium Dioxide, an ingredient commonly used for whitening, is present in the ingredient list.
Read straight from the back-of-pack photo — quantities, sections and any disguised terms, so the small print can’t hide behind the marketing.
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1.
Water
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2.
Glycerin
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3.
Hydrated Silica
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4.
Sorbitol
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5.
Sodium Lauryl Sulfate
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6.
Flavor undisclosed fragrance
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7.
Cocamidopropyl Betaine
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8.
PEG-40 Hydrogenated Castor Oil
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9.
Monosodium Phosphate
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10.
Tetrasodium Pyrophosphate
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11.
Titanium Dioxide
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12.
Zinc Citrate
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13.
Carrageenan
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14.
Cellulose Gum
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15.
Benzyl Alcohol
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16.
L-Arginine
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17.
Sodium Saccharin
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18.
Sodium Fluoride 1000ppm
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19.
Trisodium Phosphate
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20.
Citric Acid
In label order — normally largest quantity first. Select a row for the full write-up and sources.
✓ Decode Label Assessment: Favorable ⚠ Decode Label Assessment: Concern Decode Label Assessment: Neutral
Who should take caution
About this ingredient
Declared on this label as
No detailed safety data in our database yet for this ingredient.
Learn More
Compare with other toothpaste products
Assessed using the same Decode Label methodology, sorted by score. Each score reflects the information available for that product at the time of assessment.
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What are the ingredients in White Toothpaste?
The label of White Toothpaste lists 20 ingredients, in label order: Water, Glycerin, Hydrated Silica, Sorbitol, Sodium Lauryl Sulfate, Flavours, Cocamidopropyl Betaine, PEG-40 Hydrogenated Castor Oil, Monosodium Phosphate, Tetrasodium Pyrophosphate, Titanium Dioxide, Zinc Citrate, Carrageenan, Cellulose Gum, Benzyl Alcohol, L-Arginine, Sodium Saccharin, Sodium Fluoride, Trisodium Phosphate, Citric Acid. Flagged by the analysis: Sodium Lauryl Sulfate, Titanium Dioxide, Sodium Saccharin, Cocamidopropyl Betaine, Sorbitol and 3 more.
Is White Toothpaste safe to use?
White Toothpaste scores 3.9/10 on Decode Label (Concerning). The score is capped for a specific safety reason, set out below. This toothpaste includes Sodium Lauryl Sulfate, a common surfactant that can irritate oral mucous membranes, and Titanium Dioxide, an additive banned in the EU for food use due to genotoxicity concerns when swallowed. The product also uses an unspecified "Flavours" blend, which means specific flavouring compounds are not disclosed.
Why does White Toothpaste score 3.9/10?
Flagged in the score: Sodium Lauryl Sulfate (SLS) is a primary surfactant that can cause irritation to oral tissues, especially for sensitive users. Titanium Dioxide (E171) is present, an additive banned in the EU for food use due to genotoxicity concerns when ingested. Also noted: The use of generic "Flavours" reduces transparency and may mask potential allergens.
Who should avoid White Toothpaste?
The points the analysis notes are most relevant to: Sensitive to Sodium Lauryl Sulfate; Avoiding Titanium Dioxide (E171); Sensitive to undisclosed flavouring ingredients; Sensitive to Cocamidopropyl Betaine.
Are the claims on the White Toothpaste pack accurate?
Decode Label checked 3 claims against the ingredient list and nutrition panel. "PERFECTED BY DENTISTS AT CLOVE DENTAL" — can't be verified from the label. "BRIGHTEN YOUR SMILE" — can't be verified from the label.
Answers are generated from this product's own Decode Label analysis — the score, the ingredient list and the label claims shown above. Always check the pack itself for allergen and dietary information.
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About this analysis: Based on declared label information and available evidence. Decode Label does not independently laboratory-test products, and a score is not a regulatory determination or medical advice.
Disclaimer: Safety scores are Decode Label-generated assessments based on publicly available regulatory data (FSSAI, WHO, EFSA, IARC) and peer-reviewed research. They are not a substitute for professional medical advice, and they are not a regulatory determination, a laboratory safety certification or a medical diagnosis. Ingredient safety can vary by individual health conditions, concentration, and usage context. Decode Label is an independent information service and scores every brand by the same rules. No brand pays for or influences its score. Our founder also founded the personal-care brand Botani Bestie (see our story); its products are scored exactly like everyone else's. Data limitations: This assessment is based on the information declared on the product label and the evidence sources above — Decode Label does not independently laboratory-test this product. Ingredient concentrations, sourcing and manufacturing can vary between batches and are not always disclosed. A finding that is not shown here means it was not identified from the available label information, not that it has been ruled out.
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