Total Active Prevention Whitening Toothpaste

Why it's rated this way

3 ingredients on this label are flagged. A cosmetic's rating is set by its most serious finding — here, Sodium Fluoride.Contains Stannous Fluoride and Sodium Fluoride (equiv.

1. Sodium Fluoride.Contains Stannous Fluoride and Sodium Fluoride (equivMinor concernAnticavity active in toothpaste; beneficial at compliant levels.

   What it is

   Its role isn't recorded in our data yet.

   Why it's flagged

   Anticavity active in toothpaste; beneficial at compliant levels.

   Regulatory basis

   Greenveil's curated cosmetic-ingredient concern list.

   How sure we are

   Moderate confidence. Matched to part of a longer label entry, so the flagged form may not be the one in this product.

2. Ci 77891Minor concernPermitted white pigment and UV filter. Inhaled titanium dioxide powder is a suspected carcinogen, so the EU restricts it in loose face powders and hair sprays and bars it from any product that could be breathed in; in creams, toothpaste and other non-sprayed products those limits do not come into play.

   What it is

   Its recorded role: uv filter and uv absorber. About Ci 77891

   Why it's flagged

   Permitted white pigment and UV filter. Inhaled titanium dioxide powder is a suspected carcinogen, so the EU restricts it in loose face powders and hair sprays and bars it from any product that could be breathed in; in creams, toothpaste and other non-sprayed products those limits do not come into play.

   Regulatory basis

   EU Cosmetics Regulation, Annex IV — permitted colourant, with conditions; Greenveil's curated cosmetic-ingredient concern list.

   How sure we are

   High confidence. The label names this substance exactly.

3. Stannous FluorideMinor concernAnticavity active in toothpaste.

   What it is

   Its recorded role: antiplaque and oral care. About Stannous Fluoride

   Why it's flagged

   Anticavity active in toothpaste.

   Regulatory basis

   EU Cosmetics Regulation, Annex III — allowed only within set limits and conditions; Greenveil's curated cosmetic-ingredient concern list.

   How sure we are

   High confidence. The label names this substance exactly.

Assessed against the label as captured: all 15 ingredients recognised.