Dental Products Comparison

Comparing charcoal toothpaste brands and toothbrush options. Reference: American Dental Association (ADA)

Brand Comparison

Charcoal Toothpaste: Arm & Hammer, Burt's Bees, Colgate, Crest, Desert Essence, Hello, Native, Tom's of Maine · Natural: Dr. Bronner's, drTung's, JĀSÖN · Toothbrush: Oral-B · Sensitivity: Sensodyne

Criteria Arm & Hammer Burt's Bees Colgate Crest Desert Essence Dr. Bronner's drTung's Hello JĀSÖN Native Oral-B Sensodyne Tom's
Brand does not offer charcoal ✗ ✗ ✗ ✗ ✗ ✓ ✓ ✗ ✓ ✗ ✗ ✓ ✗
Brand offers fluoride ✓ ✓ ✓ ✓ ✗ ✗ ✗ ✓ ✓ ✓ ✓ ✓ ✓
Brand offers SLS-free ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✗ ✓ ✓
Brand is ADA certified ✓ ✗ ✓ ✓ ✗ ✗ ✗ ✓ ✗ ✗ ✓ ✓ ✓
Brand offers vegan option ✗ ✗ ✗ ✗ ✓ ✓ ✓ ✓ ✓ ✗ ✗ ✗ ✓
No animal testing ✗ ✗ ✗ ✗ ✓ ✓ ✓ ✓ ✓ ✗ ✗ ✗ ✗
No animal ingredients ✗ ✗ ✗ ✗ ✓ ✓ ✓ ✓ ✓ ✗ ✗ ✗ ✓

Oral-B's charcoal items are toothbrushes, not toothpaste. Sensodyne does not offer charcoal products in the US market. drTung's makes toothpowder tabs, not traditional toothpaste. Animal testing status reflects parent company policy — brands owned by P&G, Colgate-Palmolive, Church & Dwight, Clorox, and Haleon allow testing when required by law. Hello, Dr. Bronner's, and JĀSÖN are Leaping Bunny Certified.

Brand Overviews

Arm & Hammer

Church & Dwight

Arm & Hammer is known for using baking soda as a core ingredient across their product lines. Their oral care products emphasize whitening and deep cleaning through baking soda's mild abrasive properties.

Controversies: In 2012, the FDA issued a Class 2 recall for Arm & Hammer Spinbrush toothbrushes after brush heads detached during use, causing mouth injuries, broken teeth, and choking hazards.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Charcoal White Toothpaste ✓ ✓ ✗ ✗ ✗
Advance White Extreme Whitening Toothpaste ✗ ✓ ✗ ✓ (source) ✗
Complete Care Toothpaste ✗ ✓ ✗ ✓ (source) ✗
PeroxiCare Toothpaste ✗ ✓ ✗ ✗ ✗
Essentials Fluoride-Free Toothpaste ✗ ✗ ✓ ✗ ✗
Spinbrush Electric Toothbrush ✗ — — ✗ ✗

Burt's Bees

Clorox

Burt's Bees is a natural personal care brand owned by Clorox, founded in 1984. Their oral care line emphasizes natural ingredients and SLS-free formulas.

Controversies: In 2022, a class action alleged Burt's Bees cosmetic products contain undisclosed PFAS "forever chemicals" despite being marketed as "consciously crafted with ingredients from nature." Independent testing found high levels of organic fluoride in mascara and lip products.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Charcoal + Whitening Fluoride Toothpaste ✓ ✓ ✓ ✗ ✗
Purely White Fluoride Toothpaste ✗ ✓ ✓ ✗ ✗
Cavity Protection Fluoride Toothpaste ✗ ✓ ✓ ✗ ✗
Kids Toothpaste ✗ ✓ ✓ ✗ ✗

Colgate

Colgate-Palmolive

Colgate is one of the world's largest oral care brands. They offer a wide range of toothpastes across multiple sub-brands including Optic White, Total, and Essentials.

Controversies: Colgate Total contained triclosan, an antibacterial agent linked to endocrine disruption in animal studies. The FDA banned triclosan from soaps in 2016, and Colgate removed it from toothpaste by 2019. In 2025, a class action alleged Colgate toothpaste products contain elevated levels of lead (236–658 ppb).

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Essentials with Charcoal Toothpaste ✓ ✓ ✓ ✗ ✗
Optic White with Charcoal Toothpaste ✓ ✓ ✗ ✗ ✗
Total Clean Mint Toothpaste ✗ ✓ ✗ ✓ (source) ✗
Cavity Protection Toothpaste ✗ ✓ ✗ ✓ (source) ✗
360 Toothbrush ✗ — — ✗ ✗
Total Dental Floss ✗ — — ✗ ✗
Total Mouthwash ✗ ✓ ✗ ✗ ✗

Crest

Procter & Gamble

Crest is one of the most established American toothpaste brands, manufactured by Procter & Gamble. Famously the first toothpaste to add fluoride in 1955. Portfolio spans more than 20 oral care product lines.

Controversies: In 2014, Crest Pro-Health and 3D White toothpastes were found to contain polyethylene microbeads that were found embedded in patients' gums by dental hygienists. P&G removed them by 2016, and Congress passed the Microbead-Free Waters Act of 2015. In 2025, P&G faces a lawsuit alleging Kids' Crest packaging misleadingly depicts unsafe amounts of toothpaste for children.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
3D White Charcoal Deep Clean Toothpaste ✓ ✓ ✗ ✗ ✗
Pro-Health Clean Mint Toothpaste ✗ ✓ ✗ ✓ (source) ✗
Pro-Health Clean & Free Toothpaste ✗ ✓ ✓ ✗ ✗
Cavity Protection Toothpaste ✗ ✓ ✗ ✓ (source) ✗
Gum Detoxify Toothpaste ✗ ✓ ✗ ✗ ✗
3D Whitestrips ✗ — — ✗ ✗
Glide Floss ✗ — — ✓ (source) ✗
Scope Mouthwash ✗ ✗ ✓ ✗ ✗

Desert Essence

Country Life (Lion Equity Partners)

Desert Essence is a natural personal care brand specializing in tea tree oil-based products. Founded in 1978 and owned by Country Life Vitamins. All oral care products are fluoride-free, SLS-free, and vegan. Non-GMO Project Verified.

Controversies: No major oral care controversies documented.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Activated Charcoal Toothpaste ✓ ✗ ✓ ✗ ✓
Tea Tree Oil & Neem Toothpaste ✗ ✗ ✓ ✗ ✓
Coconut Oil Toothpaste ✗ ✗ ✓ ✗ ✓
Prebiotic Plant-Based Whitening Toothpaste ✗ ✗ ✓ ✗ ✓
Kids Tutti Frutti Toothpaste Gel ✗ ✗ ✓ ✗ ✓

Dr. Bronner's

Family-owned

Dr. Bronner's is a family-owned company founded in 1948, with five generations of soapmaking heritage. Toothpaste is 70% organic ingredients, fluoride-free, SLS-free, and vegan. Leaping Bunny Certified, Fair Trade, and USDA Certified Organic.

Controversies: No major oral care controversies documented.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Peppermint All-One Toothpaste ✗ ✗ ✓ ✗ ✓
Spearmint All-One Toothpaste ✗ ✗ ✓ ✗ ✓
Cinnamon All-One Toothpaste ✗ ✗ ✓ ✗ ✓
Anise All-One Toothpaste ✗ ✗ ✓ ✗ ✓

drTung's

Independent

drTung's specializes in natural oral hygiene products including the #1 selling tongue cleaner in the natural marketplace. Products include toothpowder tabs, Smart Floss, and tongue cleaners. All products are fluoride-free, SLS-free, and vegan.

Controversies: No major oral care controversies documented.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Herbal Toothpowder Tabs (Spearmint) ✗ ✗ ✓ ✗ ✓
Herbal Toothpowder Tabs (Mint-Free) ✗ ✗ ✓ ✗ ✓
Smart Floss (Activated Charcoal) ✓ — — ✗ ✓
Stainless Steel Tongue Cleaner ✗ — — ✗ ✓

Hello

Colgate-Palmolive

Hello is a naturally-friendly oral care brand known for clean formulas. Vegan and cruelty-free with Leaping Bunny Certification. All products are SLS-free. Acquired by Colgate-Palmolive in 2020.

Controversies: In 2024–2025, class actions allege Hello toothpastes contain dangerous levels of lead and mercury. Independent testing found Hello Kids Dragon Dazzle toothpaste contained 428 ppb of lead — roughly 28 times the EPA's action level.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Activated Charcoal Epic Whitening Toothpaste ✓ ✗ ✓ ✗ ✓
Activated Charcoal Whitening Fluoride Toothpaste ✓ ✓ ✓ ✗ ✓
Naturally Whitening Fluoride Toothpaste ✗ ✓ ✓ ✓ (source) ✓
Sensitivity Relief Fluoride Toothpaste ✗ ✓ ✓ ✗ ✓
Kids Fluoride Toothpaste ✗ ✓ ✓ ✓ (source) ✓
Activated Charcoal Floss ✓ — — ✗ ✓
Toothbrush (BPA-free) ✗ — — ✗ ✓
Activated Charcoal Mouthwash ✓ ✗ ✓ ✗ ✓

JĀSÖN

Hain Celestial

JĀSÖN (meaning "healer" in Greek) is a natural personal care brand founded in 1959 in California. Acquired by Hain Celestial in 2004. All products are SLS-free and vegan. Offers both fluoride and fluoride-free toothpaste options. Leaping Bunny Certified.

Controversies: No major oral care controversies documented.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Powersmile Antiplaque & Whitening Toothpaste ✗ ✗ ✓ ✗ ✓
Powersmile Anti-Cavity & Whitening Toothpaste ✗ ✓ ✓ ✗ ✓
Healthy Mouth Anti-Cavity Toothpaste ✗ ✓ ✓ ✗ ✓
Sea Fresh Antiplaque & Strengthening Toothpaste ✗ ✗ ✓ ✗ ✓
Kids Only Toothpaste ✗ ✗ ✓ ✗ ✓

Native

Procter & Gamble

Native started as a direct-to-consumer natural deodorant brand and expanded into oral care. Known for clean, simple ingredient lists and sulfate-free formulas. Acquired by Procter & Gamble in 2017.

Controversies: No major oral care controversies documented. Parent company P&G faces broader toothpaste lawsuits under the Crest and Oral-B brands.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Charcoal with Mint Fluoride Toothpaste ✓ ✓ ✓ ✗ ✗
Charcoal with Mint Fluoride-Free Toothpaste ✓ ✗ ✓ ✗ ✗
Wild Mint with Peppermint Oil Toothpaste ✗ ✓ ✓ ✗ ✗
Sensitive Soothing Mint Toothpaste ✗ ✓ ✓ ✗ ✗

Oral-B

Procter & Gamble

Oral-B is the worldwide leader in the toothbrush market, best known for electric toothbrushes featuring magnetic drive technology. First electric toothbrush brand to receive the ADA Seal of Acceptance.

Controversies: In 2022, a class action alleged Oral-B charcoal toothbrushes falsely advertise teeth-whitening benefits with no scientific evidence. Separately, Oral-B Glide Floss faced a 2019 PFAS lawsuit (dismissed) and the smart toothbrush app faces a 2023 biometric privacy class action in Illinois.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
iO Series Electric Toothbrush ✗ — — ✓ (source) ✗
Pro Series Electric Toothbrush ✗ — — ✓ (source) ✗
Charcoal Infused Manual Toothbrush ✓ — — ✗ ✗
Pulsar Battery Toothbrush (charcoal) ✓ — — ✗ ✗
Replacement Brush Heads ✗ — — ✗ ✗
Satin Floss ✗ — — ✗ ✗

Sensodyne

Haleon

Sensodyne is a specialty toothpaste brand owned by Haleon (formerly GSK Consumer Healthcare), designed for people with tooth sensitivity. Uses potassium nitrate or stannous fluoride to block sensitivity pathways. All products contain fluoride.

Controversies: A 2024 class action alleges Sensodyne Pronamel falsely claims to "rebuild," "restore," or "repair" enamel, which is scientifically impossible once lost. Independent testing also found elevated lead and arsenic in Sensodyne Extra Whitening toothpaste (under investigation as of 2025).

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Pronamel Toothpaste ✗ ✓ ✓ ✓ (source) ✗
Rapid Relief Toothpaste ✗ ✓ ✓ ✓ (source) ✗
Complete Protection Toothpaste ✗ ✓ ✗ ✓ (source) ✗
Sensitivity & Gum Toothpaste ✗ ✓ ✗ ✗ ✗
True White Toothpaste ✗ ✓ ✓ ✗ ✗
Sensodyne Toothbrush (Sensitive) ✗ — — ✗ ✗

Tom's of Maine

Colgate-Palmolive

Tom's of Maine is a natural personal care brand founded in 1970 and now owned by Colgate-Palmolive. Certified B Corporation known for naturally derived ingredients and transparency. Offers both fluoride and fluoride-free options.

Controversies: In February 2025, a class action alleged Tom's Kids Silly Strawberry toothpaste contains 240 ppb of lead (48× the recommended threshold) and unsafe arsenic levels. The FDA also issued a warning letter after finding bacteria in water used to manufacture their toothpaste.

Product Breakdown

Product Charcoal Fluoride SLS-Free ADA Vegan
Activated Charcoal Anticavity Toothpaste ✓ ✓ ✓ ✓ (source) ✓
Whole Care Fluoride Toothpaste ✗ ✓ ✓ ✓ (source) ✓
Antiplaque & Whitening Toothpaste ✗ ✗ ✓ ✗ ✓
Children's Anticavity Toothpaste ✗ ✓ ✓ ✓ (source) ✓
Whole Care Toothbrush ✗ — — ✗ ✓
Naturally Waxed Floss ✗ — — ✗ ✗
Wicked Fresh! Mouthwash ✗ ✗ ✓ ✗ ✓