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Brand owned by Colgate-Palmolive (United States) · about the brand
Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol
Decode Label Safety Score
How we got 5.0 ShowHide
Reviewed 7 times · Methodology v3.1 (updated 8 Oct 2026) — what changed
This toothpaste contains Sodium Lauryl Sulfate, a surfactant known for its potential to irritate oral mucous membranes, which is a primary concern for individuals with sensitive gums or a history of canker sores. The presence of an undisclosed 'Flavor' also reduces transparency, as the specific compounds are not named. While it includes fluoride for cavity protection, the formulation's irritant potential and lack of flavor transparency are notable drawbacks.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Sodium Fluoride
Contains irritant surfactant and undisclosed flavor
This toothpaste contains Sodium Lauryl Sulfate, a common surfactant that can cause irritation to the mouth lining, especially for those with sensitive gums. The specific components of the 'Flavor' are not disclosed, which may be a concern for individuals with sensitivities to unknown flavouring agents. It does contain fluoride, which is beneficial for dental health.
Consider this product carefully if you are
- Avoiding certain additives or colours — Sodium Lauryl Sulfate is declared.
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.
Triggered by CI 16035 — a synthetic colour on our aromatic-amine watch list (impurity risk). A colour-quality caution, not a finding that this product contains a carcinogen.
Other audiences
LimitContains fluoride — use only a pea-sized amount and supervise brushing to limit swallowing, as excessive ingestion can lead to fluorosis.
Why the score is capped
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
Watch out for
Sodium Lauryl Sulfate (SLS) can cause oral irritation for sensitive individuals
Undisclosed 'Flavor' lacks transparency regarding specific components
Presence of 'White Film' as an unrecognized ingredient
Contains Eugenol, a declared fragrance allergen
Sodium Saccharin — saccharin (INS 954) is a high-intensity, calorie-free sweetener, FSSAI/JECFA-approved with an established acceptable daily intake and considered safe within it. Some people prefer to limit or avoid intense sweeteners, so it is noted as a moderate, preference-level concern rather than a hazard.
CI 16035 — a synthetic colour (Colour Index dye) added purely for appearance — it gives the product no benefit for skin or health. Permitted at regulated levels, but synthetic dyes of this class are a recognised contact-irritant and sensitiser risk for some people, so they are noted as a moderate, subgroup-level concern rather than a general-population hazard.
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.
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 →Decode Label Analysis
Sodium Lauryl Sulfate is a known irritant for skin and mucous membranes, which can be a concern for oral health, especially for individuals with sensitive gums or a propensity for canker sores.
The ingredient 'White Film' is not a recognized cosmetic or food ingredient, raising a transparency concern as its identity and potential effects cannot be assessed.
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.
The color of the product is a physical characteristic that cannot be verified from the ingredient list.
The claim 'NEW' refers to the product's market introduction status, which cannot be verified from the ingredient list.
The ingredient list does not explicitly mention 'cooling crystals' or a specific ingredient that can be identified as such.
ULTRAFREEZE is a proprietary name that cannot be verified from the ingredient list.
The claim '10X LONGER LASTING COOLING' is a performance claim that cannot be verified from the ingredient list.
The claim 'Spicy Fresh' describes a flavor profile, which cannot be verified from the ingredient list alone.
The ingredient list includes sodium fluoride, which is an anticavity agent.
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.
Sorbitol
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2.
Water
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3.
Hydrated Silica
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4.
Sodium Lauryl Sulfate
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5.
Flavor undisclosed fragrance
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6.
PEG-12
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7.
Cellulose Gum
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8.
Cocamidopropyl Betaine
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9.
Sodium Saccharin
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10.
Sodium Fluoride
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11.
White Film
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12.
Benzyl Alcohol
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13.
Eugenol
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14.
CI 16035 synthetic colour
In label order — normally largest quantity first. Select a row for the full write-up and sources.
Fragrance allergens are substances EU cosmetics rules require to be named on the label (such as Limonene and Linalool). Fragrant botanicals such as essential oils are grouped with them because they can naturally contain such substances, but they are not on that list. They matter mainly for people with fragrance allergies or already-sensitive skin — not a general-population safety issue. Each named allergen takes a small deduction from the ingredient score, and a high count can cap it; fragrant botanicals take none. Naming them on the label is a transparency positive.
✓ Decode Label Assessment: Favorable ⚠ Decode Label Assessment: Concern Decode Label Assessment: Neutral
Who should take caution
About this ingredient
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 Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol?
The label of Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol lists 14 ingredients, in label order: Sorbitol, Water, Hydrated Silica, Sodium Lauryl Sulfate, Flavor, PEG-12, Cellulose Gum, Cocamidopropyl Betaine, Sodium Saccharin, Sodium Fluoride, White Film, Benzyl Alcohol, Eugenol, CI 16035. Flagged by the analysis: Sodium Lauryl Sulfate, Sodium Saccharin, White Film, CI 16035.
Is Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol safe to use?
Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol scores 5.0/10 on Decode Label (Moderate). This toothpaste contains Sodium Lauryl Sulfate, a common surfactant that can cause irritation to the mouth lining, especially for those with sensitive gums. The specific components of the 'Flavor' are not disclosed, which may be a concern for individuals with sensitivities to unknown flavouring agents. It does contain fluoride, which is beneficial for dental health.
Why does Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol score 5.0/10?
Flagged in the score: Sodium Lauryl Sulfate (SLS) can cause oral irritation for sensitive individuals. Presence of 'White Film' as an unrecognized ingredient. Also noted: Undisclosed 'Flavor' lacks transparency regarding specific components.
Who should avoid Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol?
The points the analysis notes are most relevant to: Sensitive gums or oral irritation; History of canker sores; Avoiding undisclosed flavouring agents.
Does Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol contain allergens?
Yes — the label lists 1 fragrance allergen: Eugenol. These matter mainly if you have sensitive skin or a known fragrance allergy.
Are the claims on the Colgate Max Fresh Toothpaste, Red Gel Paste with Menthol pack accurate?
Decode Label checked 7 claims against the ingredient list and nutrition panel. "Red Gel" — can't be verified from the label. "NEW" — can't be verified from the label. "with COOLING CRYSTALS" — 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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