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Brand owned by Colgate-Palmolive (United States) · about the brand
Visible White Purple Anticavity Fluoride 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 acts as a whitener), its presence as a food additive concern is noted. The formulation also includes PEG-12, an ethoxylated ingredient that may carry manufacturing impurities. Individuals with sensitive gums or a history of oral irritation may wish to consider alternatives due to the presence of SLS and Cocamidopropyl Betaine, a known contact allergen. For children, fluoride content requires careful supervision to prevent swallowing.
At a glance
From the declared label — not a lab testFindings to weigh
Contains Sodium Lauryl Sulfate and Titanium Dioxide (EU food additive concern)
The score is capped for a specific safety reason, set out below. This toothpaste contains Sodium Lauryl Sulfate, a common surfactant that can irritate sensitive gums and oral mucosa. It also includes Titanium Dioxide, which is banned as a food additive in the EU due to potential genotoxicity when ingested, though this concern is less direct for topical toothpaste use. People with sensitive mouths or known allergies to ingredients like Cocamidopropyl Betaine should exercise caution. For young children, supervision is needed to ensure only a pea-sized amount is used and swallowed minimally due to fluoride content.
Consider this product carefully if you are
- Avoiding certain additives or colours — Titanium Dioxide and Sodium Lauryl Sulfate are declared.
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- 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.
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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 17200, CI 42090 — 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.
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
Watch out for
Sodium Lauryl Sulfate (SLS) is a strong irritant that can cause dryness or irritation in sensitive individuals, particularly in the oral mucosa.
Titanium Dioxide (E171) is banned as a food additive in the EU due to genotoxicity concerns when ingested. While this is a toothpaste, some ingestion is possible during brushing.
The generic 'Flavours' listing lacks transparency, meaning specific flavouring compounds and potential allergens are not disclosed.
Cocamidopropyl Betaine is a known contact allergen, which may cause reactions in sensitive individuals.
PEG-12 is an ethoxylated ingredient that may contain trace amounts of 1,4-dioxane, a manufacturing impurity classified as a possible human carcinogen (IARC Group 2B).
Sodium Saccharin — intense artificial sweetener - widely used in toothpaste; not a classified carcinogen.
CI 17200 — permitted cosmetic colourant - the EU limits where on the body each may be used.
CI 42090 — 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.
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 →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, a primary surfactant with recognised irritation potential for skin and mucous membranes (EU SCCS).
Contains Titanium Dioxide (E171), which is banned as a food additive in the EU due to genotoxicity concerns when ingested. While this is an oral-care product, the ingestion risk is relevant.
Contains 'Flavours' without specific disclosure, raising transparency concerns regarding potential allergens or irritants.
Contains Cocamidopropyl Betaine, a mild surfactant but a recognised contact allergen, mostly due to manufacturing impurities.
Contains PEG-12, an ethoxylated ingredient that may carry 1,4-dioxane residues, a possible carcinogen (IARC Group 2B). The EU SCCS considers 1,4-dioxane at or below 10 ppm in a finished cosmetic safe.
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 label declares Hydrated Silica, which lifts surface stains by mild abrasion — it is not a bleaching agent, so it can make teeth look cleaner but does not lighten the tooth itself. How much whitening that delivers can’t be read off the label.
The claim 'Color-Corrects Yellow Tones On 1st Use' is a performance claim that cannot be objectively verified from the provided ingredient list or nutrition information.
Enamel safety depends on how abrasive the paste is (its RDA value), which the pack doesn’t state — no ingredient list can confirm or deny it. Fluoride in the formula supports enamel, but that is a different property from being non-abrasive.
The claim 'NEW 20% MORE' refers to the quantity of the product, which cannot be verified from the ingredient list or nutrition information.
The claim 'Removes Surface Stains' is a performance claim that cannot be objectively verified from the provided ingredient list or nutrition information.
Sodium Fluoride is listed in the ingredients, which is an anticavity agent.
Sodium Fluoride is listed in the ingredients, confirming it is a fluoride toothpaste.
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.
Sorbitol
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3.
Hydrated Silica
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4.
PEG-12
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5.
Sodium Lauryl Sulfate
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6.
Flavor undisclosed fragrance
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7.
Titanium Dioxide
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8.
Cellulose Gum
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9.
Potassium Hydroxide
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10.
Tetrasodium Pyrophosphate
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11.
Phosphoric Acid
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12.
Cocamidopropyl Betaine
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13.
Benzyl Alcohol
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14.
Sodium Saccharin
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15.
Sodium Fluoride
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16.
CI 17200 synthetic colour
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17.
CI 42090 synthetic colour
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 Visible White Purple Anticavity Fluoride Toothpaste?
The label of Visible White Purple Anticavity Fluoride Toothpaste lists 17 ingredients, in label order: Water, Sorbitol, Hydrated Silica, PEG-12, Sodium Lauryl Sulfate, Flavours, Titanium Dioxide, Cellulose Gum, Potassium Hydroxide, Tetrasodium Pyrophosphate, Phosphoric Acid, Cocamidopropyl Betaine, Benzyl Alcohol, Sodium Saccharin, Sodium Fluoride, CI 17200, CI 42090. Flagged by the analysis: Sodium Lauryl Sulfate, Titanium Dioxide, Cocamidopropyl Betaine, Sodium Saccharin, PEG-12 and 5 more.
Is Visible White Purple Anticavity Fluoride Toothpaste safe to use?
Visible White Purple Anticavity Fluoride Toothpaste scores 3.9/10 on Decode Label (Concerning). The score is capped for a specific safety reason, set out below. This toothpaste contains Sodium Lauryl Sulfate, a common surfactant that can irritate sensitive gums and oral mucosa. It also includes Titanium Dioxide, which is banned as a food additive in the EU due to potential genotoxicity when ingested, though this concern is less direct for topical toothpaste use. People with sensitive mouths or known allergies to ingredients like Cocamidopropyl Betaine should exercise caution. For young children, supervision is needed to ensure only a pea-sized amount is used and swallowed minimally due to fluoride content.
Why does Visible White Purple Anticavity Fluoride Toothpaste score 3.9/10?
Flagged in the score: Sodium Lauryl Sulfate (SLS) is a strong irritant that can cause dryness or irritation in sensitive individuals, particularly in the oral mucosa. Titanium Dioxide (E171) is banned as a food additive in the EU due to genotoxicity concerns when ingested. While this is a toothpaste, some ingestion is possible during brushing. Also noted: The generic 'Flavours' listing lacks transparency, meaning specific flavouring compounds and potential allergens are not disclosed.
Who should avoid Visible White Purple Anticavity Fluoride Toothpaste?
The points the analysis notes are most relevant to: Sensitive gums or oral irritation; Avoiding Sodium Lauryl Sulfate; Allergy to Cocamidopropyl Betaine; Avoiding Titanium Dioxide (E171) in oral products.
Are the claims on the Visible White Purple Anticavity Fluoride Toothpaste pack accurate?
Decode Label checked 7 claims against the ingredient list and nutrition panel. "Whiter Teeth In 7 Days" — can't be verified from the label. "Color-Corrects Yellow Tones On 1st Use" — can't be verified from the label. "Enamel Safe" — 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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