Ethical Toothpaste: Plastic-Free Toothpaste
Which toothpaste brands are the most ethical and sustainable? For the answer, see our Ethical Toothpaste comparison table to compare brands’ ethical scores.
Why your morning routine matters
Keeping your mouth clean comes with more ethical considerations than most consumers realise. Though the use of toxic chemicals in toothpaste (such as triclosan) might seem a thing of the past, many toothpaste brands still use plastic packaging, palm oil, animal products and make some rather misleading marketing claims. Plastic-free toothpaste and sustainable toothpaste are increasingly available and represent a meaningful step forward for ethical shoppers. The GOOD Shopping Guide has been independently researching and rating brands on ethical criteria since 2001, making our comparison tables one of the most trusted resources for ethical toothpaste UK choices.
According to WRAP, an estimated 300 million toothpaste tubes are thrown away every year in the UK alone, and if laid end to end they would stretch almost twice around the world. Check out the Ethical Toothpaste comparison table to see the top sustainable toothpaste brands. For a full breakdown of how we assess toothpaste brands across environmental, animal welfare and people criteria, visit our How We Rate page.
Plastic free toothpaste: The problem with waste
Toothpaste tubes are not often recyclable since they are made of many different types of plastic. Toothpaste tubes are lined with aluminium as well, which also complicates the recycling process. Colgate and Terracycle have partnered to create a recycling programme for some oral care products, which is a positive step. However, recycling alone will not solve the problem of plastic packaging. Plastic toothpaste packaging is ‘low volume’, and so it’s not financially viable to recycle tubes. So the plastic toothpaste packaging that we throw away will still break down and remain in the environment. Though programmes such as the Terracycle collection represent progress, it requires significant organisation and commitment from shoppers.
So what’s an alternative? Plastic free toothpaste can be a great way to buy more ethical, sustainable toothpaste. Several brands make plastic free toothpaste in the form of solid toothpaste that comes in glass jars or metal tins. You can pop these little solid toothpaste pellets into your mouth and brush the foam like ordinary toothpaste. An increasingly popular format is toothpaste tablets UK consumers can now find widely available — small, chewable concentrated tablets that come in plastic-free glass or cardboard packaging. They offer all the cleaning power of conventional toothpaste without the plastic tube waste, making them one of the most practical zero waste toothpaste options on the market.
It is also worth noting that conventional liquid toothpaste contains between 20% and 40% water — meaning a significant portion of what you are buying is simply water in a plastic tube. Toothpaste tablets and powders are waterless, meaning they are more resource-efficient to produce and have a lower carbon footprint per use due to lighter packaging and reduced transport emissions. Switching to tablets saves an estimated 8 plastic toothpaste tubes per person per year.
The problem with palm oil: Sustainable toothpaste that doesn’t contain the p-word!
Two of the biggest toothpaste brands in the UK, Colgate and Oral B, are owned by Colgate-Palmolive and Procter & Gamble, respectively. These companies consistently score poorly in our research across many categories, particularly in criteria relating to the Environment and Human Rights. Our independent research found that neither Colgate nor Oral-B produce a publicly available Environment Report with discernible, viable deadlines or actionable mitigations for environmental harm. For a full explanation of our rating methodology, visit our How We Rate page.
One of the environmental issues with these huge parent companies is the use of palm oil in toothpaste. In 2016, Amnesty International published a report on the human rights abuses committed against palm oil labourers. Procter & Gamble and Colgate-Palmolive denied that their products had come from the Wilmar Indonesian refinery where these horrific labour abuses took place. However, these conglomerates had indeed received palm oil from this refinery. Ethical shoppers should avoid these brands to prevent funding the deforestation and poor labour conditions associated with palm oil. The GOOD Shopping Guide suggests that Oral-B and Colgate are not sustainable toothpaste brands for consumers to buy from.
Misleading marketing claims in the toothpaste sector
When it comes to our teeth, we all want healthy mouths and gleaming smiles. But beware of misleading marketing campaigns and adverts. Oral health is about more than just buying ‘whitening toothpaste’. Smoking, access to NHS or affordable dentists, and access to healthy diets all make a big difference to our teeth. Colgate is a serial offender when it comes to misleading advertising, with several of their campaigns banned for making false claims about their dental products. Cruelty Free International maintains the Leaping Bunny programme, which provides independently verified assurance that no animal testing has occurred at any stage of a product’s production — a key certification to look for when choosing cruelty-free toothpaste UK consumers can trust.
It is also worth being cautious about charcoal toothpaste, which has grown in popularity as a ‘natural’ whitening option. However, the British Dental Association and many dental experts have warned that charcoal toothpaste can be too abrasive for regular use, potentially damaging tooth enamel over time. Some charcoal toothpastes also do not contain fluoride, which removes an important protection against tooth decay. As with all toothpaste marketing, it pays to look beyond the claims on the label.
The fluoride debate: Is fluoride bad in toothpaste?
Fluoride is a mineral found in nature that most dental and oral health experts generally agree is beneficial at the correct dosage. The NHS confirms that fluoride reduces tooth decay and is safe at the concentrations found in toothpaste. Some UK tap water contains fluoride, and it has been shown to reduce tooth decay levels. Though in very large quantities fluoride can cause white spots on the teeth, this mineral has so far been proven safe for our mouths. Because dental experts recommend fluoride toothpaste, brands such as Kingfisher have small amounts of fluoride in their natural toothpaste products. Green People stock both fluoride and fluoride-free toothpaste UK options. Green People holds The GOOD Shopping Guide’s Ethical Accreditation and achieves a perfect score of 100/100 in our research — the highest possible rating. Find out more about the benefits of Ethical Accreditation.
Natural toothpaste: An answer to SLS?
Though there’s no doubt that some man-made chemicals are good for our teeth, there are some chemicals that shoppers might want to be aware of. Sodium Lauryl Sulphate is a chemical compound that breaks up residue. However, if you are susceptible to regular mouth ulcers, you might want to look at some natural toothpaste UK or toothpaste without SLS. Brands that rank highly in our Ethical Toothpaste comparison table, such as Green People and Waken, stock SLS-free toothpaste. These brands’ natural toothpastes are gentle on your mouth, and contain fewer harsh abrasives and additives (often found in so-called ‘whitening’ products). These brands use natural, organic ingredients such as baking soda, fennel and peppermint to keep your teeth fresh and clean.
Your choice of toothpaste sits within a broader set of ethical personal care decisions. See our Ethical Soap comparison table and our Ethical Shampoo and Conditioner comparison table for further guidance on sustainable choices across your daily routine. For brands that have earned The GOOD Shopping Guide’s Ethical Accreditation across every personal care category, visit our Top 200 Ethical Businesses page.
See our Ethical Toothpaste comparison table to compare brands
The Good Shopping Guide has researched extensively into every single brand that appears on our Ethical Ratings Tables. Click on any brand name to read more information about the ethics and sustainability efforts (or lack of) that each company is making.
Green People, Waken, Weleda, Kingfisher, AloeDent, BlanX, Colgate, Arm & Hammer, Pearl Drops, Aquafresh, Corsodyl, JĀSÖN, Macleans, Oral B and Sensodyne.
Why should I consider the ethics of my toothpaste brand?
Toothpaste may seem like a simple daily essential, but it comes with a surprising range of ethical concerns: from plastic packaging and palm oil to animal testing and misleading marketing. As a product used multiple times a day by most people, individual choices add up quickly. The Good Shopping Guide’s Toothpaste Ethical Ratings Table helps consumers identify the most responsible brands available.
What is the problem with toothpaste packaging?
Most toothpaste tubes are made from a combination of plastic and aluminium, making them extremely difficult to recycle. This plastic can take up to 500 years to break down and is not financially viable to process, meaning it ultimately ends up polluting the environment. Switching to plastic-free toothpaste, available as solid pellets in glass or metal containers, is a practical and effective alternative.
Why is palm oil a concern in toothpaste?
Palm oil is used in many toothpaste products, including those owned by Colgate-Palmolive and Procter & Gamble. Both companies have been linked to palm oil suppliers involved in serious labour abuses and deforestation in Indonesia. The Good Shopping Guide recommends avoiding Colgate and Oral-B, and choosing more ethical alternatives that do not contribute to the harmful environmental and human rights impacts associated with irresponsible palm oil sourcing.
Is fluoride in toothpaste safe?
Fluoride is a naturally occurring mineral that the majority of dental experts and the NHS recommend for reducing tooth decay. While excessive quantities can cause minor cosmetic issues, fluoride at standard toothpaste concentrations is widely considered safe. Ethical brands such as Green People offer both fluoride and fluoride-free options, giving consumers the flexibility to make an informed choice based on their own dental preferences and needs.
What is SLS and should I avoid it in toothpaste?
Sodium Lauryl Sulphate (SLS) is a synthetic foaming agent commonly found in toothpaste that, in some individuals, can contribute to mouth ulcers and irritation. Those with sensitive mouths may benefit from seeking out SLS-free alternatives. Ethical brands such as Green People and Waken offer natural, SLS-free formulations using ingredients like baking soda, fennel, and peppermint, which clean teeth gently without the need for harsh synthetic additives.
Which toothpaste brands have been criticised for misleading marketing?
Marketing claims in the oral care sector are worth scrutinising carefully. Colgate, in particular, has had multiple advertising campaigns banned for making false or exaggerated claims about its dental products. Broader concerns also exist around terms like “whitening” or “enamel repair,” which can overstate a product’s benefits. Consulting The Good Shopping Guide’s Toothpaste Ethical Ratings Table is a useful way to identify genuinely responsible brands.
Is Green People an ethical Toothpaste brand?
Green People sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table, achieving top marks across every assessed area, including environmental reporting, organic sourcing, animal welfare, and vegan credentials. Holding Ethical Accreditation demonstrates the brand’s genuine commitment to ethical and sustainable business practices. Green People also holds Ethical Innovator Status, firmly establishing it as a leading choice for responsible toothpaste shoppers.
Is Waken an ethical Toothpaste brand?
Waken sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. It performs well in environmental reporting, animal welfare, vegan credentials, and marketing transparency, although falls short on organic certification. Holding Ethical Accreditation demonstrates the brand’s commitment to ethical and sustainable practices. Waken also holds Ethical Innovator Status, marking it as a forward-thinking brand in the responsible toothpaste sector.
Is Urtekram an ethical Toothpaste brand?
Urtekram sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table, performing strongly across environmental reporting, organic sourcing, animal welfare, vegan credentials, and political transparency. Urtekram also holds Ethical Innovator Status. Should the brand apply for Ethical Accreditation, this would offer a valuable opportunity to publicly demonstrate the full extent of its commitment to responsible and sustainable business practice.
Is Weleda an ethical Toothpaste brand?
Weleda sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. It performs well in environmental reporting, organic sourcing, animal welfare, and political transparency, although falls short on complete vegan verification. Weleda also holds Ethical Innovator Status. Applying for Ethical Accreditation could provide a meaningful opportunity to further signal the brand’s dedication to ethical and sustainable business practices.
Is Kingfisher an ethical Toothpaste brand?
Kingfisher sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. It performs well in environmental reporting, animal welfare, and political transparency, although falls short on organic certification and only partially meets vegan standards. Kingfisher also holds Ethical Innovator Status. Applying for Ethical Accreditation could further affirm the brand’s commitment to ethical and sustainable business practices.
Is eco denta an ethical Toothpaste brand?
eco denta sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. It performs well in organic sourcing, animal welfare, fossil fuel policies, and political transparency, although falls short in environmental reporting and only partially meets vegan standards. Should eco denta apply for Ethical Accreditation, this could be a positive step in demonstrating the brand’s commitment to responsible and sustainable practices.
Is BlanX an ethical Toothpaste brand?
BlanX sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. It performs well in environmental reporting, fossil fuel policies, and political transparency, although falls short on organic sourcing and only partially addresses animal welfare and vegan standards. Applying for Ethical Accreditation could offer a valuable opportunity for BlanX to further demonstrate its commitment to ethical and sustainable business practices.
Is BioDenta an ethical Toothpaste brand?
BioDenta sits above the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. It performs well in fossil fuel policies and political transparency, although falls short on environmental reporting and organic certification, with animal welfare and vegan credentials only partially addressed. Were BioDenta to apply for Ethical Accreditation, this could be a constructive step in demonstrating its commitment to responsible business practices.
Is hismile an ethical Toothpaste brand?
hismile falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in fossil fuel policies and political transparency, it falls short on environmental reporting, organic certification, and vegan credentials, with animal welfare only partially addressed. Shoppers looking for brands that do meet the ethical benchmark are encouraged to consult The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is JĀSŌN an ethical Toothpaste brand?
JĀSŌN falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs well in environmental reporting and animal welfare, it falls short on organic sourcing, genetic modification policies, and has public record concerns. Those seeking brands that do achieve the ethical benchmark are encouraged to consult The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table for responsible alternatives.
Is Aquafresh an ethical Toothpaste brand?
Aquafresh falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls short on animal welfare, vegan credentials, organic sourcing, and has public record concerns. Consumers seeking brands that do meet the ethical benchmark can find them by consulting The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is Corsodyl an ethical Toothpaste brand?
Corsodyl falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs reasonably in environmental reporting and fossil fuel policies, it falls short on animal welfare, vegan credentials, organic sourcing, and has public record concerns. Those looking for brands that do achieve the ethical benchmark are encouraged to explore The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is Macleans an ethical Toothpaste brand?
Macleans falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls short on animal welfare, vegan credentials, organic sourcing, and has public record concerns. Shoppers seeking more ethical alternatives are encouraged to explore The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table for brands that do reach the benchmark.
Is Sensodyne an ethical Toothpaste brand?
Sensodyne falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls short on animal welfare, vegan credentials, organic sourcing, and has public record concerns. Consumers looking for brands that do meet the ethical benchmark can find them by consulting The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is Arm & Hammer an ethical Toothpaste brand?
Arm & Hammer falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls short on animal welfare, organic sourcing, marketing practices, political donations, and has public record concerns. Those seeking brands that do achieve the ethical benchmark are encouraged to consult The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is Pearl Drops an ethical Toothpaste brand?
Pearl Drops falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls short on animal welfare, organic sourcing, marketing practices, political donations, and has public record concerns. Shoppers seeking more responsible alternatives can find brands that do meet the ethical benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is Colgate an ethical Toothpaste brand?
Colgate falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls considerably short on animal welfare, vegan credentials, organic sourcing, political donations, and has significant public record concerns. Those seeking more ethical toothpaste can find brands that do achieve the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
Is Oral B an ethical Toothpaste brand?
Oral B falls below the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table. While it performs adequately in environmental reporting and fossil fuel policies, it falls short on animal welfare, vegan credentials, organic sourcing, marketing transparency, political donations, and has significant public record concerns. Consumers seeking ethical alternatives can find brands that do meet the benchmark on The GOOD Shopping Guide’s Toothpaste Ethical Ratings Table.
How does The GOOD Shopping Guide's Ethical Accreditation complement other accreditations?
The GOOD Shopping Guide doesn’t replace existing certifications, it ensures your ethical credentials are clearly recognised so they are trusted by consumers. By appearing in our comparison tables, your brand reaches an audience that is actively seeking genuinely ethical options, while also being referenced by Google and AI search tools to enhance credibility and discoverability.
How is The GOOD Shopping Guide's Ethical Accreditation different from other accreditations?
Unlike many accreditations that focus mainly on compliance or internal audits, The GOOD Shopping Guide provides scored, research-led assessments across environment, people and animals. Our tables are consumer-facing and freely accessible, making it easy for shoppers and AI tools to compare brands based on verified performance, not just promises.
How does The GOOD Shopping Guide choose who is eligible for accreditation?
The GOOD Shopping Guide audits brands for their ethical impact across a variety of criteria in the human, animal and environment categories. We research the records of brands and their parent companies, and rate them across those criteria. If they are found to be above our benchmark, they are eligible to apply for Ethical Accreditation.
How can I apply for Ethical Accreditation?
You can apply for Ethical Accreditation if your brand is assessed as above our benchmark. Click on this link to fill out our online form, and our researchers will assess your brand’s viability for Ethical Accreditation.