Ever checked the back of a toothpaste tube and spotted something called titanium dioxide? It’s a common ingredient, mostly used to make toothpaste look bright white and glossy. But here’s the thing: at Waken, we’ve made a thoughtful decision to leave it out. Not because it doesn’t work, but because we believe your toothpaste should do more than just look the part.
What is titanium dioxide?
Titanium dioxide is a mineral pigment, used in everything from paint to makeup to food. In toothpaste, it’s there to give that classic, crisp white colour. But here’s the truth: it’s purely cosmetic. It doesn’t help clean your teeth, freshen your breath, or protect your enamel. It just makes the paste look a bit more... well, white.
So, what’s the issue?
Let’s talk sustainability. Mining titanium dioxide means large-scale excavation, which can damage ecosystems, disrupt habitats, and eat up water and energy. It’s not exactly light-touch. And for what? A whiter paste that goes down the drain twice a day?
At Waken, we think that’s a bit backwards. We’d rather skip the unnecessary extras and focus on what actually helps your smile, while reducing our environmental impact wherever we can.
What about safety?
Titanium dioxide has also been under the microscope lately. France banned it as a food additive, and regulators across Europe are keeping a close eye. The jury is out on this one and we shall see where this goes.
Does toothpaste need to be bright white?
Honestly? No. The colour of your toothpaste doesn’t say a thing about how well it works. What matters is what’s inside, like fluoride to protect enamel, natural enzymes to gently lift stains, and mint extracts to keep your breath feeling fresh.
Our titanium dioxide-free toothpaste delivers exactly that. No unnecessary colourants. No filler. Just clean, effective, thoughtful ingredients that actually do something useful for your smile.
Clearly effective, properly considered
Every single ingredient we use has a reason to be there. If it doesn’t help your teeth, your health, or the planet, we leave it out. Skipping titanium dioxide is just one part of our bigger promise: to create oral care that’s clear in purpose, kind to the planet, and always focused on what really matters.
Don’t just clean. Care.