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Active Gum Care Ultra Clean
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 is largely spat out), its presence as a cosmetic colorant is noted. The product also includes an undisclosed 'Aroma', which can be a source of common allergens for sensitive individuals. Despite these concerns, it provides fluoride for dental protection and uses milder surfactants like Cocamidopropyl Betaine alongside the harsher SLS.
At a glance
From the declared label — not a lab testFindings to weigh
What’s favorable
- Sodium Bicarbonate
- Glycerin
Contains irritant surfactant and EU-restricted food additive Titanium Dioxide
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 mucosa. It also contains Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when swallowed, though this risk is lower in a toothpaste that is mostly spat out. The presence of an undisclosed 'Aroma' means potential allergens are not specified, which can be an issue for people with fragrance 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.
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
What's good
Contains Sodium Fluoride for effective cavity protection
Includes Sodium Bicarbonate for mild abrasive action and pH balancing
Uses Glycerin and Steviol Glycosides for texture and sugar-free sweetness
Watch out for
Sodium Lauryl Sulfate (SLS) is a primary surfactant and a known irritant for sensitive oral mucosa.
Titanium Dioxide (E171) is present, which is a concern for ingestion due to its EU food additive ban based on genotoxicity.
Undisclosed 'Aroma' reduces transparency and may contain common allergens.
Cocamidopropyl Betaine, while milder than SLS, can still be a contact allergen for some.
Sodium Saccharin — intense artificial sweetener - widely used in toothpaste; not a classified carcinogen.
CI 74160 — permitted cosmetic colourant - the EU limits where on the body each may be used.
CI 73360 — permitted cosmetic colourant - the EU limits where on the body each may be used.
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 →Fragrance
"Fragrance" or "parfum" is a catch-all term that can conceal a blend of hundreds of undisclosed chemicals, including known allergens, sensitisers, and potential endocrine disruptors. The EU now mandates disclosure of 82 specific fragrance allergens. People with fragrance sensitivity, asthma, or contact dermatitis should prefer fragrance-free products.
Regulatory & scientific authority Source: EU Regulation 2023/1545; IFRA
Fragrance: 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 →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 →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 →Decode Label Analysis
Contains Sodium Lauryl Sulfate, a strong surfactant known to cause irritation to skin and mucous membranes, especially in sensitive individuals. Listed high in the ingredient order.
Contains Titanium Dioxide (E171), which is banned as a food additive in the EU due to genotoxicity concerns when ingested. While primarily a topical product, some ingestion is possible with toothpaste.
Contains 'Aroma', an undisclosed fragrance/flavor blend, which can be a source of common allergens and sensitizers for individuals with fragrance sensitivities.
Cocamidopropyl Betaine is a recognized contact allergen for some individuals, often due to manufacturing impurities.
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 "ADVANCED" is a subjective marketing term and cannot be objectively verified from the provided ingredient list or other label information.
The claim of being "SCIENTIFICALLY PROVEN TO IMPROVE GUM HEALTH FROM WEEK 1*" requires clinical trial data or scientific studies for verification, which are not provided on the label.
The term "ULTRA CLEAN" is a subjective marketing claim that cannot be objectively verified from the provided ingredient list or other label information.
The ingredient list includes "Sodium Bicarbonate", which is a mineral salt, supporting the claim of "MINERAL SALT TECHNOLOGY". The term "ADVANCED" is a subjective marketing term.
Read straight from the back-of-pack photo — quantities, sections and any disguised terms, so the small print can’t hide behind the marketing.
-
1.
Sodium Bicarbonate
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2.
WaterAqua
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3.
Glycerin
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4.
Sodium Lauryl SulfateSodium Lauryl Sulphate
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5.
Aroma undisclosed fragrance
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6.
Xanthan Gum
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7.
Cocamidopropyl Betaine
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8.
Sodium Saccharin
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9.
Sodium Fluoride
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10.
Steviol Glycosides
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11.
Titanium Dioxide
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12.
CI 77491 synthetic colour
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13.
CI 74160 synthetic colour
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14.
CI 73360 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 Active Gum Care Ultra Clean?
The label of Active Gum Care Ultra Clean lists 14 ingredients, in label order: Sodium Bicarbonate, Water, Glycerin, Sodium Lauryl Sulfate, Aroma, Xanthan Gum, Cocamidopropyl Betaine, Sodium Saccharin, Sodium Fluoride, Steviol Glycosides, Titanium Dioxide, CI 77491, CI 74160, CI 73360. Flagged by the analysis: Sodium Lauryl Sulfate, Titanium Dioxide, Aroma, Sodium Saccharin, CI 74160 and 4 more.
Is Active Gum Care Ultra Clean safe to use?
Active Gum Care Ultra Clean 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 mucosa. It also contains Titanium Dioxide, which is banned as a food additive in the EU due to genotoxicity concerns when swallowed, though this risk is lower in a toothpaste that is mostly spat out. The presence of an undisclosed 'Aroma' means potential allergens are not specified, which can be an issue for people with fragrance sensitivities.
Why does Active Gum Care Ultra Clean score 3.9/10?
Flagged in the score: Sodium Lauryl Sulfate (SLS) is a primary surfactant and a known irritant for sensitive oral mucosa. Titanium Dioxide (E171) is present, which is a concern for ingestion due to its EU food additive ban based on genotoxicity. Undisclosed 'Aroma' reduces transparency and may contain common allergens.
Who should avoid Active Gum Care Ultra Clean?
The points the analysis notes are most relevant to: Sensitive oral mucosa or gums; Fragrance allergies; Avoiding Sodium Lauryl Sulfate; Avoiding Titanium Dioxide (E171).
Are the claims on the Active Gum Care Ultra Clean pack accurate?
Decode Label checked 4 claims against the ingredient list and nutrition panel. "ADVANCED" — can't be verified from the label. "SCIENTIFICALLY PROVEN TO IMPROVE GUM HEALTH FROM WEEK 1*" — can't be verified from the label. "ULTRA CLEAN" — 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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