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Brand founded in India, 1930 · about the brand
Sparkling White Toothpaste Gum Expert
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 oral care where it is largely spat out, its presence still warrants caution. The product also includes undisclosed 'Flavours', which limits transparency for individuals with sensitivities. However, it also contains beneficial enzymes like Bromelain and Papain, and traditional botanical extracts, though these are present in trace amounts.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Bromelain
- Papain
Contains irritant surfactant and EU-banned food additive Titanium Dioxide
The score is capped for a specific safety reason, set out below. This toothpaste contains Sodium Lauryl Sulfate, a common surfactant that can irritate the mouth lining, and Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when swallowed. While the risk from Titanium Dioxide in toothpaste is lower as it's mostly spat out, its presence is a notable concern. The formulation also uses undisclosed 'Flavours', which may be an issue for those with sensitivities.
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.
Infants under 1
AvoidContains Menthol, which is not recommended for this age group due to potential breathing reflex risks.
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 beneficial enzymes Bromelain and Papain for stain removal
Includes traditional botanical extracts (though in trace amounts)
Watch out for
Sodium Lauryl Sulfate (irritant)
Titanium Dioxide (EU-banned food additive, genotoxicity concern upon ingestion)
Undisclosed 'Flavours' (transparency concern)
Menthol (caution for young children)
Sodium Benzoate (potential benzene formation with vitamin C, though less likely in this context)
Sodium Saccharin — intense artificial sweetener - widely used in toothpaste; not a classified carcinogen.
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 →Sodium Benzoate (E211)
Benzoates are permitted preservatives with an established acceptable daily intake. Two documented concerns: in acidic drinks that also contain ascorbic acid (vitamin C) they can slowly form small amounts of benzene, especially with heat and light (US FDA beverage survey, 2006); and sodium benzoate was one of the additives in the Southampton study mixtures associated with hyperactivity in children. It can also trigger reactions in some people with asthma or urticaria.
Regulatory & scientific authority Source: EFSA re-evaluation of benzoic acid and benzoates (2016); US FDA benzene-in-beverages survey (2006); McCann et al., Lancet 2007
Sodium Benzoate: 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 →Menthol and Peppermint Oil
Menthol, the main component of peppermint oil, can trigger a reflex that slows or stops breathing in babies when applied or inhaled near the face. The European Medicines Agency herbal monograph for peppermint oil contraindicates it under 2 years of age because of this laryngospasm risk, and does not recommend it between 2 and 4 years because there is not enough experience. For adults and older children it is a normal cooling and flavouring agent in toothpaste and body products, and can irritate sensitive skin at higher strengths.
Regulatory & scientific authority Source: EMA/HMPC European Union herbal monograph on Mentha x piperita L., aetheroleum
Menthol and Peppermint Oil: 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
Contains Sodium Lauryl Sulfate, a strong surfactant known to be a skin and mucous membrane irritant, which can cause irritation in the mouth.
Contains Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when ingested. While primarily a concern for oral ingestion, its presence in an oral care product warrants caution.
Contains undisclosed 'Flavours', which can be a concern for individuals with sensitivities or allergies to specific flavouring compounds.
Contains Menthol, which is not recommended for infants and toddlers due to potential breathing reflex risks.
Combined Effects interactions
Sodium Benzoate can form benzene, a known carcinogen, in the presence of vitamin C (ascorbic acid) and certain other acids. While Citric Acid is present, the conditions for significant benzene formation in a toothpaste formulation are generally low, and the amount of Citric Acid is listed as a trace.
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 claim 'Gum Expert' is a marketing designation that cannot be objectively verified from the ingredient list or other label information.
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.
"Chemical-free" has no meaning on a food label — salt and vinegar are chemicals — so the wording cannot be supported. Judge it on the list instead, which here is the stronger case: whole foods and kitchen staples, with no synthetic additive, colour or preservative.
The claim '97% Natural Origin Ingredients' cannot be verified as the label does not provide a breakdown of ingredient origins or percentages.
The claim 'Enamel Protection' is a benefit claim that cannot be verified from the provided ingredient list or other label information.
The claim 'Vegan' is a certification or sourcing claim that cannot be verified from the provided ingredient list alone.
The claim 'Fresh Taste' is a subjective sensory claim that cannot be verified from the provided ingredient list or other label information.
The claim '100% Recyclable' refers to the packaging material and cannot be verified from the provided ingredient list.
The claim 'Fights 5 Gum Problems' is a performance claim that cannot be verified from the provided ingredient list or other label information.
The ingredient list includes Bromelain and Papain, which are plant enzymes, supporting the claim of 'Plant Enzyme Technology'.
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.
WaterAqua
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2.
Sorbitol
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3.
Hydrated Silica
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4.
Glycerin
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5.
Sodium Lauryl Sulfate
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6.
Bromelain
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7.
Xanthan Gum
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8.
Titanium Dioxide
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9.
Flavor undisclosed fragrance
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10.
Sodium Saccharin
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11.
Sodium Benzoate
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12.
Potassium Sorbate
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13.
Papain
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14.
Menthol
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15.
Salvadora Persica Stem Extract trace amount
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16.
Sodium Citrate
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17.
Prunus Amygdalus Dulcis Shell Extract trace amount
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18.
Cinnamomum Zeylanicum Bark Oil trace amount
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19.
Eugenia Caryophyllus Bud Oil trace amount
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20.
Thymol
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21.
Citric Acid
Trace amounts: some named ingredients appear in token quantities or low in the list. At these concentrations a meaningful benefit is unlikely, and their front-of-pack prominence may not reflect their level in the formulation.
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 Sparkling White Toothpaste Gum Expert?
The label of Sparkling White Toothpaste Gum Expert lists 21 ingredients, in label order: Water, Sorbitol, Hydrated Silica, Glycerin, Sodium Lauryl Sulfate, Bromelain, Xanthan Gum, Titanium Dioxide, Flavours, Sodium Saccharin, Sodium Benzoate, Potassium Sorbate, Papain, Menthol, Salvadora Persica Stem Extract, Sodium Citrate, Prunus Amygdalus Dulcis Shell Extract, Cinnamomum Zeylanicum Bark Oil, Eugenia Caryophyllus Bud Oil, Thymol, Citric Acid. Flagged by the analysis: Sodium Lauryl Sulfate, Titanium Dioxide, Sodium Saccharin, Menthol, Sorbitol.
Is Sparkling White Toothpaste Gum Expert safe to use?
Sparkling White Toothpaste Gum Expert 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 the mouth lining, and Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when swallowed. While the risk from Titanium Dioxide in toothpaste is lower as it's mostly spat out, its presence is a notable concern. The formulation also uses undisclosed 'Flavours', which may be an issue for those with sensitivities.
Why does Sparkling White Toothpaste Gum Expert score 3.9/10?
Flagged in the score: Sodium Lauryl Sulfate (irritant). Titanium Dioxide (EU-banned food additive, genotoxicity concern upon ingestion). Also noted: Undisclosed 'Flavours' (transparency concern).
Who should avoid Sparkling White Toothpaste Gum Expert?
The points the analysis notes are most relevant to: Sensitive to Sodium Lauryl Sulfate; Avoiding Titanium Dioxide; Sensitive to undisclosed flavourings; Infants and toddlers (due to menthol).
Is Sparkling White Toothpaste Gum Expert suitable for babies or young children?
Infants under 1: Avoid.
Are the claims on the Sparkling White Toothpaste Gum Expert pack accurate?
Decode Label checked 10 claims against the ingredient list and nutrition panel. "Gum Expert" — can't be verified from the label. "Whiter teeth in 2 weeks" — can't be verified from the label. "No chemical bleach" — 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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