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Enamel Protection Formula
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 Titanium Dioxide's genotoxicity concern is primarily for ingestion, its presence in an oral care product warrants caution due to potential limited systemic exposure. The product also contains two parabens, Methyl Hydroxy Benzoate and Propyl Hydroxy Benzoate, which are endocrine disruptors. These factors make it less suitable for individuals with sensitive oral mucosa or those seeking to avoid certain additives and endocrine disruptors.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Calcium Sucrose Phosphate
- Sodium Methyl Cocoyl Taurate
Contains irritant surfactant, EU-banned food additive, and endocrine disruptors
The score is capped for a specific safety reason, set out below. This toothpaste includes Sodium Lauryl Sulfate, a common surfactant that can irritate sensitive gums and oral tissues. It also contains Titanium Dioxide, an additive banned in the EU for food due to genotoxicity concerns when swallowed, which is relevant for oral care products. Additionally, two parabens, Methyl Hydroxy Benzoate and Propyl Hydroxy Benzoate, are present, which are classified as endocrine disruptors.
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.
Toddlers & young children (1–5)
LimitContains Sodium Lauryl Sulfate, which can be irritating to developing oral mucosa. Supervise use to minimize swallowing.
Contains Titanium Dioxide (E171), which has genotoxicity concerns when ingested. Ensure children spit out toothpaste and do not swallow.
Contains paraben preservatives (Methyl Hydroxy Benzoate, Propyl Hydroxy Benzoate), which are endocrine disruptors. Minimize ingestion.
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 Calcium Sucrose Phosphate for potential remineralization
Includes a milder surfactant (Sodium Methyl Cocoyl Taurate) alongside SLS
Watch out for
Sodium Lauryl Sulfate can cause irritation in sensitive individuals
Titanium Dioxide (E171) has genotoxicity concerns when ingested, relevant for oral care products
Contains paraben preservatives (Methyl Hydroxy Benzoate, Propyl Hydroxy Benzoate) which are endocrine disruptors
Undisclosed 'Flavours' reduce transparency
Potassium Acesulfame — acesulfame potassium (INS 950) 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.
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 →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 →Decode Label Analysis
Sodium Lauryl Sulfate is a strong skin and mucous membrane irritant, which can be problematic for individuals with sensitive oral tissues or those prone to canker sores.
Titanium Dioxide (E171) is banned as a food additive in the EU due to genotoxicity concerns when ingested. While this is an oral care product, limited systemic exposure through swallowing is possible.
Methyl Hydroxy Benzoate and Propyl Hydroxy Benzoate are paraben preservatives classified as endocrine disruptors.
The generic listing 'Flavours' lacks transparency, preventing assessment of specific compounds that might be allergens or irritants.
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 is a hashtag and a marketing slogan, not a verifiable claim about the product's composition or effects.
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.
Purified Water
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3.
Silica
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4.
Glycerin
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5.
Calcium Sucrose PhosphateCalcium Sucrose phosphate
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6.
Sodium Lauryl SulfateSodium lauryl sulphate
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7.
Flavours undisclosed fragrance
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8.
Sodium Methyl Cocoyl TaurateSodium methyl cocoyl taurate
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9.
Sodium Carboxy Methyl CelluloseSodium carboxy methyl cellulose
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10.
Titanium DioxideTitanium dioxide
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11.
Potassium AcesulfamePotassium acesulfame
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12.
Methyl Hydroxy BenzoateMethyl Hydroxy benzoate
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13.
Propyl Hydroxy BenzoatePropyl Hydroxy benzoate
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 Enamel Protection Formula?
The label of Enamel Protection Formula lists 13 ingredients, in label order: Sorbitol, Purified Water, Silica, Glycerin, Calcium Sucrose Phosphate, Sodium Lauryl Sulfate, Flavours, Sodium Methyl Cocoyl Taurate, Sodium Carboxy Methyl Cellulose, Titanium Dioxide, Potassium Acesulfame, Methyl Hydroxy Benzoate, Propyl Hydroxy Benzoate. Flagged by the analysis: Sodium Lauryl Sulfate, Titanium Dioxide, Potassium Acesulfame, Sorbitol.
Is Enamel Protection Formula safe to use?
Enamel Protection Formula 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 sensitive gums and oral tissues. It also contains Titanium Dioxide, an additive banned in the EU for food due to genotoxicity concerns when swallowed, which is relevant for oral care products. Additionally, two parabens, Methyl Hydroxy Benzoate and Propyl Hydroxy Benzoate, are present, which are classified as endocrine disruptors.
Why does Enamel Protection Formula score 3.9/10?
Flagged in the score: Sodium Lauryl Sulfate can cause irritation in sensitive individuals. Titanium Dioxide (E171) has genotoxicity concerns when ingested, relevant for oral care products. Also noted: Contains paraben preservatives (Methyl Hydroxy Benzoate, Propyl Hydroxy Benzoate) which are endocrine disruptors.
Who should avoid Enamel Protection Formula?
The points the analysis notes are most relevant to: Sensitive oral mucosa or prone to canker sores; Avoiding Sodium Lauryl Sulfate; Avoiding Titanium Dioxide (E171); Avoiding paraben preservatives; Children who may swallow toothpaste.
Is Enamel Protection Formula suitable for babies or young children?
Toddlers & young children (1–5): Limit.
Are the claims on the Enamel Protection Formula pack accurate?
Decode Label checked 1 claim against the ingredient list and nutrition panel. "#HealthySmilesMatt" — 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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