Ever wondered why nearly all toothpastes are bright white? White toothpaste is so common that it almost feels natural. But it’s not – it’s the result of synthetic dyes, and the most common one is titanium dioxide.
In this article, we’ll explore what titanium dioxide is, why it’s used in toothpaste, and whether there are any titanium dioxide-free alternatives.
What is titanium dioxide?
Titanium dioxide (also known as TiO2) is a mineral powder, known for its bright white colour. It’s used in everything from paint to sunscreen, giving products a uniform white appearance. But while it might make sense in paint that ends up on your wall, do you really need it in something you put in your mouth every day?
Why is titanium dioxide in toothpaste?
Put simply, titanium dioxide makes toothpaste look white. It has no impact on how well toothpaste cleans your teeth or freshens your breath – it’s purely cosmetic. For years, white toothpaste has been the norm, likely because it leads us to make a subconscious connection between the white toothpaste in front of us and the pearly white smile we’re hoping to achieve.
Is titanium dioxide safe?
The safety of titanium dioxide has been a topic of debate. According to the European Food Safety Authority (EFSA), there is no safe level for daily human intake of titanium dioxide, due to concerns about its potential to accumulate in the body. Following this, the European Union banned the use of titanium dioxide as a food additive in 2022. So far, the UK Government hasn’t followed suit.
While toothpaste isn’t meant to be swallowed, small amounts can be ingested when you brush. Seeing as brushing our teeth is something we all (hopefully) do twice a day every day, some people are choosing to avoid toothpaste with titanium dioxide in it altogether.
Does titanium dioxide cause cancer?
The link between titanium dioxide and cancer is still being researched. International Agency for Research on Cancer (IARC) classifies it as "possibly carcinogenic to humans" (Group 2B), based on studies where inhaling high levels led to lung cancer in animals.
When it comes to ingestion, the evidence is less clear. A European Food Safety Authority (EFSA) review found potential concerns about DNA damage, but no confirmed link to cancer.
Regulations vary – the European Commission has banned titanium dioxide in food, while the UK’s Food Standards Agency (FSA) still allows it. With the science still uncertain, many people prefer to avoid it – especially in toothpaste, where it’s only there for looks.
Which toothpastes don’t contain titanium dioxide?
If you’d rather not put titanium dioxide in your mouth, the good news is that there are alternatives. At Life Supplies, we make our toothpaste without titanium dioxide – or any other synthetic dyes – because we believe that everything that goes into your toothpaste should serve a purpose. Our colourless gel is living proof that a great clean doesn’t need artificial dye.
Our Formulation Chemist and resident dental expert, Majedeh Mazraei, explains:
“Titanium dioxide is purely a cosmetic ingredient in toothpaste – it doesn’t help to clean your teeth or improve your oral health. We believe people should have the choice to avoid unnecessary chemicals in their smile care routine, which is why we’ve created a toothpaste that’s free from titanium dioxide. Ultimately, we believe in formulating products that focus on function, not just appearance.”
Does the colour of my toothpaste really matter?
For years, clever marketing by the big toothpaste brands has convinced us that bright white paste = clean. But does the colour of your toothpaste really matter? We think it does, and that’s why our toothpaste is colourless, not white.
A toothpaste’s job is to clean, protect, and freshen – not to match a marketing image of what ‘clean’ should look like. By choosing a colourless, dye-free toothpaste like ours, you’re opting for a product that prioritises function over chemically-generated aesthetics. And we think that's something to smile about.
Sources
European Food Safety Authority, 2021. Titanium dioxide: E171 no longer considered safe when used as a food additive.
European Commission Newsroom, 2022. Goodbye E171: The EU bans titanium dioxide as a food additive.
Committee on Mutagenicity of Chemicals in Food, Consumer Products and the Environment (COM), 2024. Statement on the COM assessment of in vitro and in vivo genotoxicity of titanium dioxide.
International Agency for Research on Cancer, 2010. Carbon Black, Titanium Dioxide, and Talc. IARC Monographs on the Evaluation of Carcinogenic Risks to Humans, Volume 93.
