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Brand owned by Colgate-Palmolive (United States) · about the brand
MaxFresh With Ultrafreeze
Decode Label Safety Score
How we got 5.0 ShowHide
Methodology v3.1 (updated 8 Oct 2026) — what changed
This toothpaste offers effective cavity protection with fluoride but contains several ingredients that may cause irritation or allergic reactions in sensitive individuals. The presence of Sodium Lauryl Sulfate (SLS) is a primary concern for oral irritation, while Cocamidopropyl Betaine and Benzyl Alcohol are known contact allergens. The generic "Flavours" and "White Film" also reduce transparency. It is generally suitable for adults, but children require supervision due to fluoride content and the potential for irritation.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Hydrated Silica
Fluoride toothpaste with common irritants and undisclosed ingredients
This toothpaste provides fluoride for cavity protection but includes Sodium Lauryl Sulfate (SLS), a common irritant, and Cocamidopropyl Betaine, a known allergen. The presence of generic "Flavours" and "White Film" reduces ingredient transparency. Individuals with sensitive gums or allergies should exercise caution, and children need supervision to prevent swallowing.
Consider this product carefully if you are
- Avoiding certain additives or colours — Sodium Lauryl Sulfate is 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.
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
Includes Hydrated Silica for gentle cleaning and polishing
Watch out for
Presence of Sodium Lauryl Sulfate (SLS) may cause oral irritation or canker sores
Cocamidopropyl Betaine is a known contact allergen
Undisclosed "Flavours" and "White Film" reduce ingredient transparency
Contains declared fragrance allergens Benzyl Alcohol and Eugenol
Sodium Saccharin — intense artificial sweetener - widely used in toothpaste; not a classified carcinogen.
CI 16035 — permitted cosmetic colourant - the EU limits where on the body each may be used.
Sorbitol — sugar alcohol - excessive intake can cause bloating and a laxative effect.
PEG-12 — ethoxylated ingredient - quality depends on removal of manufacturing impurities.
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 →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 →Fragrance Allergens (EU-listed)
These are individual fragrance components that are known contact allergens. EU rules require them to be named on the label when present above 0.001% (leave-on) or 0.01% (rinse-off), because "parfum" alone would hide them. Limonene and linalool are especially common and become more allergenic as they oxidise on exposure to air. This is a risk for people who are sensitised, not a general-population hazard.
Regulatory & scientific authority Source: EU Regulation 2023/1545 (extended fragrance-allergen labelling); SCCS opinions on fragrance allergens
Fragrance Allergens (EU-listed): 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 →Synthetic Cosmetic Colourants (CI)
These Colour Index (CI) numbers are colourants on the EU list of permitted cosmetic colours, each with conditions on where it may be used (for example, some are allowed only in products that do not stay in contact with mucous membranes). A listed colour in a product used as directed is not a finding of harm; the colour serves only to colour the product, and this is information for anyone who prefers to avoid synthetic dyes.
Regulatory & scientific authority Source: EU Regulation 1223/2009 Annex IV (permitted colourants); SCCS opinions on colourants
Synthetic Cosmetic Colourants (CI): 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 (SLS), a strong surfactant known to cause oral irritation, canker sores, and dryness in sensitive individuals.
Contains Cocamidopropyl Betaine, a mild surfactant but a recognised contact allergen, often due to impurities from manufacturing.
Contains Benzyl Alcohol and Eugenol, both declared fragrance allergens under EU regulations, which can cause sensitisation in susceptible individuals.
The ingredient "Flavours" is a generic term, which reduces transparency and may mask specific flavouring compounds or allergens.
The ingredient "White Film" is unrecognized and cannot be assessed for safety, posing a significant transparency concern.
Combined Effects interactions
While Cocamidopropyl Betaine is often used to mitigate the harshness of SLS, the combination can still contribute to overall irritation and sensitisation potential in susceptible individuals.
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 term 'Ultrafreeze' is a proprietary name and cannot be matched to a specific listed ingredient or verified for its effect from the ingredient list.
The label lists this only as a flavouring (nature-identical or artificial), which is made to resemble the ingredient rather than being it, so the pack cannot confirm the ingredient the name implies.
The label lists this only as a flavouring (nature-identical or artificial), which is made to resemble the ingredient rather than being it, so the pack cannot confirm the ingredient the name implies.
The claim 'Responsibly Made' is a general statement about manufacturing practices and cannot be verified from the ingredient list or other label information provided.
The claim 'SAVE WATER' is an environmental statement and cannot be verified from the ingredient list or other label information provided.
The full ingredient list declares no parabens, which is exactly what this claim says. The label supports it.
The product name includes 'MaxFresh', which is a brand name or variant.
The ingredient list does not contain any animal-derived ingredients, and the product carries a green vegetarian mark.
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
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 MaxFresh With Ultrafreeze?
The label of MaxFresh With Ultrafreeze lists 14 ingredients, in label order: Sorbitol, Water, Hydrated Silica, Sodium Lauryl Sulfate, Flavours, PEG-12, Cellulose Gum, Cocamidopropyl Betaine, Sodium Saccharin, Sodium Fluoride, White Film, Benzyl Alcohol, Eugenol, CI 16035. Flagged by the analysis: Sodium Lauryl Sulfate, Cocamidopropyl Betaine, White Film, Sodium Saccharin, Benzyl Alcohol and 4 more.
Is MaxFresh With Ultrafreeze safe to use?
MaxFresh With Ultrafreeze scores 5.0/10 on Decode Label (Moderate). This toothpaste provides fluoride for cavity protection but includes Sodium Lauryl Sulfate (SLS), a common irritant, and Cocamidopropyl Betaine, a known allergen. The presence of generic "Flavours" and "White Film" reduces ingredient transparency. Individuals with sensitive gums or allergies should exercise caution, and children need supervision to prevent swallowing.
Why does MaxFresh With Ultrafreeze score 5.0/10?
Flagged in the score: Presence of Sodium Lauryl Sulfate (SLS) may cause oral irritation or canker sores. Cocamidopropyl Betaine is a known contact allergen. Undisclosed "Flavours" and "White Film" reduce ingredient transparency.
Who should avoid MaxFresh With Ultrafreeze?
The points the analysis notes are most relevant to: Sensitive to Sodium Lauryl Sulfate (SLS); Allergic to Cocamidopropyl Betaine; Allergic to Benzyl Alcohol; Sensitive to Eugenol; Seeking full ingredient transparency.
Does MaxFresh With Ultrafreeze 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 MaxFresh With Ultrafreeze pack accurate?
Decode Label checked 8 claims against the ingredient list and nutrition panel. "With Ultrafreeze" — can't be verified from the label. "Gluten Free" — can't be verified from the label. "0% Artificial Preservatives" — 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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