Cruelty Free Vegan Toothpaste Brands For Everyone

A common misconception many people have about toothpaste is that it’s vegan. After all, what animal product or byproduct could be in it? And why is vegan toothpaste even relevant?

As a matter of fact, many are actually not vegan-friendly. They contain components like glycerin and propolis. To the untrained eye, these don’t spark any form of alarm. But they are often derived from animals.

Not to mention the number of worldwide toothpaste companies that still test on animals.

For this article, we’ll give you plenty of vegan options you can try. From tablets, powders, and fluoride-free toothpaste, we’ll cover all the basics and more.

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  • Leaping bunny and EWG certified
  • Fluoride and sulfate-free
  • Recyclable tubes
Cali Whites
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Cali Whites
  • B12 whitening toothpaste options
  • 100 day money back guarantee
  • Teeth whitening sets
Humble Co
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Humble Co
  • Tablets, jars, paste options
  • FDA registered
  • Worldwide availability

Hello Toothpaste - United States

Hoping to make the world a friendlier place,¬†Hello¬†creates natural oral care that doesn’t compromise on quality, taste, and effectiveness.

Hello’s products are guaranteed to be never be tested on animals. The brand shines with a friendly personality that exudes fun, which will definitely give you a big, happy smile.

About the Product

Hello sells items from lip balms to mouthwash and deodorant to sanitizer. But the star of the show is definitely their toothpaste collection.

They boast a wide range of toothpaste products that you can choose from. There are even plenty of kid-friendly options with great flavors.

We vouch for their hello antiplaque + whitening fluoride-free toothpaste. It has a peppermint flavor and, as the name implies, contains no fluoride.

It is a cruelty-free toothpaste and does not contain any animal byproducts. If you’re in the market for fluoride-free oral care, then you should totally give this one a try.

Suppose you are looking for a toothpaste option with fluoride; in that case, we recommend their¬†hello sensitivity relief fluoride toothpaste¬†as it’s¬†ADA approved¬†and specifically formulated to be gentle to sensitive teeth.

Ingredients and Safety

All hello ingredients are entirely vegan. Plus, they also make it a point to source their elements thoughtfully and ethically. They source their components globally, but all their goods are made in the USA.

Hello antiplaque does not contain any artificial dyes or sweeteners. It is also triclosan, gluten, and paraben-free. 

Notable components in this item include:

  • Sorbitol to keep the paste from drying out.
  • Xylitol to act as sweeteners.
  • Coconut oil as a moisturizer and soothing agent.
  • Tea Tree oil for fresh breath. Tea tree oil may also help with gum disease.

You can check out the product listing for a complete list of ingredients. They even have a section on the common ingredients they use in their products and the reason behind their use.

They also conduct tests with third-party laboratories to ensure that their toothpaste rids teeth of plaque without stripping down its enamel.

Some of their fluoride toothpaste, like the one we mentioned above, is also proven to protect against cavities by the ADA. They mention which ones are ADA approved on the product listing.

Company Values

One look at the hello website will tell you that they are all about offering a welcoming experience. They care about making oral care that not only does its job but tastes good as well.

They package their tubes in 100% recycled paper and use soy-based ink for printing. The ultimate goal of this company is to see more smiles and happiness all over the world. This might sound ambitious, but they do bring excellent vibes and make oral care sound fun.

Do note that Hello is a subsidiary of Colgate. They were recently acquired in the first quarter of 2020. Colgate is not cruelty-free as they test on animals if required by law.

Some vegans may not choose to support brands whose parent companies test on animals, but the choice is ultimately up to you. If you decide not to support Colgate, there are still plenty of brands to fit your needs.

Regardless of that, Hello itself is still entirely cruelty-free and has never been tested on animals.

My Magic Mud - United States

A company born of a mom’s love,¬†My Magic Mud¬†is one of the cleanest oral hygiene brands out there. It is a family-owned business where your oral care is guaranteed made with love. This toothpaste brand is cruelty-free, vegan, and gluten-free.

What started as a small enterprise selling in local farmer’s markets is now one of the biggest names in clean oral care.

About the Product

My Magic Mud offers an extensive selection of oral care products to fit various needs. They offer floss, oral rinse, tooth powder, and of course, toothpaste.

Our personal pick from their collection is the Spearmint Charcoal Toothpaste. This product comes from their line of charcoal toothpaste. They also have peppermint, wintergreen, and cinnamon flavors.

This item is fluoride-free and is 100% vegan. It also uses non-GMO components. With the charcoal component, it also has the capability to whiten your teeth in two weeks, or even less!

Their Spearmint Charcoal Toothpaste is entirely safe for children as it’s made with natural ingredients, but Magic Mud does not recommend it because of the strong minty flavor. They suggest the wintergreen flavor for younger users.

Ingredients and Safety

All of My Magic Mud goods are certified cruelty-free and vegan, toothpaste included. Notable elements for their Spearmint Charcoal Toothpaste are the following:

  • Activated charcoal for teeth whitening
  • Xylitol to help prevent cavities (acts as a replacement for fluoride)
  • Bentonite Clay to promote healthy teeth
  • Coconut Oil as a moisturizer and natural antiseptic
  • Spearmint Oil for flavor and to freshen your breath

This brand’s products are able to meet safe use standards for the American Dental Association (ADA), Health Canada, and the Natural Cosmetics Standards (NCS) in Europe.

This guarantees that you are using toothpaste that’s effective and safe for use. It has to be abrasive enough to get rid of plaque but not too harsh in order to avoid damaging your teeth’ enamel.

To add to their already impressive standards, My Magic Mud also conducted clinical trials on their items to guarantee effectiveness. Their claim in that regard is not unfounded, as the results of the studies were in their favor.

You can check out more details of the studies here. Their toothpaste products were even found to perform better than the baseline of ADA.

Company Values

My Magic Mud makes sure to use natural and ethically sourced elements in their products. They aim to achieve their goal of promoting natural oral care, all while helping their community of employees, customers, and suppliers.

The company supports its local food bank, aspiring entrepreneurs, those in the performing arts, and even the wrongfully incarcerated.

Overall, the company wants to promote clean and natural oral health while trying to positively impact local communities.

One downside is that there’s little information about product packaging. If you are looking for a company going the extra -green- mile, this might not be the one for you. Check out our article on¬†zero waste toothpaste¬†for more recommendations.

Schmidt's - United States

You might know of¬†Schmidt’s¬†as one of the foremost brands in natural deodorants. But their expertise also extends to other hygiene products like soaps and different kinds of toothpaste. These are cruelty-free, vegan, and natural.

With its award-winning streak, you’ll find that the brand’s toothpaste is expertly formulated to work naturally and effectively.

About the Product

Schmidt’s has a couple of toothpaste options to choose from. They also offer mouthwash and some choices for kids. Your little ones are sure to love the fun, fruity flavors incorporated in them.

We love their¬†Activated Charcoal with Wondermint¬†toothpaste, and it is our personal pick from this brand’s selection of oral care products.

It can freshen your breath without a bitter aftertaste while simultaneously whitening your teeth.

Activated Charcoal with Wondermint is one of the brand’s best-selling goods.

For kids, they have flavors like watermelon+strawberry and mint+berry, thus encouraging them towards daily, healthy oral care thanks to tasty products.

Ingredients and Safety

As a natural brand ambassador, you can rest assured that Schmidt’s will bring to the table only the best of natural ingredients. They only use cruelty-free, vegan ingredients and are leaping bunny certified.

The more notable ones in their Activated Charcoal toothpaste are:

  • Xylitol to replace fluoride and act as sweeteners
  • Wondermint, which is the brand’s own mix of mints, for flavor
  • Hydrated silica and activated charcoal as abrasives to help remove plaque and staining
  • Aloe leaf juice, goji berry extract, and pomegranate extract

This toothpaste is entirely free of the following:

  • Sodium Lauryl Sulfate (SLS) is a known irritant to sensitive gums and teeth.
  • Sodium Coco-Sulfate (SCS), while generally considered safer than SLS, is still not an ingredient you’d want in natural oral hygiene.
  • Any artificial sweeteners or dyes.

Schmidt’s claims that their toothpaste is safe for those with sensitive teeth or gums. The ingredients in it are just abrasive enough to help eliminate the plaque without damaging your teeth.

Company Values

Schmidt’s is a company known for prioritizing natural ingredients. But they don’t stop there. Its mission is to manufacture goods to benefit the environment and thus promote strong ethics and inclusion.

While the company may be more known for its groundbreaking natural deodorants, we can see that they’re also applying the same philosophy in their toothpaste.

True to their promise on inclusion, they chose to make fluoride-free toothpaste with the consideration that many customers may be getting their fluoride elsewhere.

However, Schmidt’s is a subsidiary of Unilever, which is not a cruelty-free nor vegan company. The parent’s practices do not necessarily affect the subsidiary, and Schmidt’s is still wholly vegan and cruelty-free even if the parent company is not.

Regardless of that, some vegans may not want to purchase oral care that directly or indirectly enriches companies that harm animals.

Cali White - United States

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With roots in sunny California,¬†Cali White‘s concept is to transform smiles. Like the other shortlisted brands in this article, they are cruelty-free and vegan.

This company produces award-winning products that whiten teeth and bring oral care to a whole new level.

About the Product

At its core, Cali White is a teeth whitening brand. They have designed teeth whitening sets with gels and teeth whitening pens. But they also have pretty great toothpaste.

They have two cruelty-free options for toothpaste: “Vegan Whitening Toothpaste with Vitamin B12” and “Activated Charcoal & Organic Coconut Oil Teeth Whitening Toothpaste.”

We think both of these kinds of toothpaste are great and offer a lot of benefits. The whitening toothpaste with B12 can increase your B12 levels by up to 50%, but our personal choice from the two is their Activated Charcoal toothpaste for its charcoal whitening properties.

Ingredients and Safety

In addition to refusing animal ingredients, they avoid fluoride in any of their products and only use non-toxic ingredients. All products are also gluten-free.

Cali White’s Activated Charcoal toothpaste has the following ingredients:

  • Purified Water (Distilled Water)
  • Xylitol
  • Diatomite Diatomaceous Earth
  • Baking Soda
  • Activated Charcoal
  • Tea Tree Oil
  • Organic Coconut Oil
  • Xanthan Gum
  • Citric Acid
  • Peppermint Oil
  • Natural Flavors.

Their charcoal toothpaste has gone through proper clinical testing for abrasiveness, resulting in acceptable safety levels.

Formulated by chemists and dentists alike, Cali White’s Charcoal cruelty-free toothpaste is entirely safe for you and your teeth. And they have a 100-day money-back guarantee if you experience it otherwise.

Company Values

Many brands that feature natural and vegan qualities often start at home. Cali White is no exception. The brand emerged as a solution for the founder to create safe products for his wife.

They want to share their vision of a cleaner way to whiten and clean teeth with the millions that buy their toothpaste worldwide.

Unfortunately, there seems to be no further information on what the company does for community work or whether they’re taking steps to be more eco-friendly. We would have appreciated more transparency on these matters despite its good score related to their natural toothpaste options.

While this last caveat may be a dealbreaker to some, Cali White is still a strong contender that you can definitely support.

Davids - United States

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Davids focuses on creating high-quality and naturally-derived toothpaste to fight against plaque, whiten teeth, and freshen your breath.

The company is 100% vegan and cruelty-free, made in the USA, and leaping bunny and EWG certified. None of their paste contains fluoride or sulfates.

About the Product

As of writing, Davids only has four types of toothpaste available, all in their premium natural line. The four distinct flavors are Peppermint, Spearmint, Peppermint + Charcoal, and Herbal Citrus Peppermint.

Our personal fave from this bunch is the peppermint + Charcoal one, even though most of these formulas are very similar to each other.

If you are looking for an extra whitening boost, those with charcoal components are a good option. Just make sure the charcoal is not too abrasive to your enamel. As we might all react differently, do not hesitate to consult with your dentist in case of doubts.

Their Peppermint + Charcoal option naturally whitens teeth while getting rid of plaque and giving you fresher breath.

It is EWG certified and is entirely fluoride and sulfate-free. Plus, it comes in a travel-sized tube, making it great if you have never tried David’s and don’t want to splurge on their regular tubes.

Fair warning about EWG, though. They’re not a perfect verification body, and you should still look out for additional company details, which we’ll cover in the section below.

Ingredients and Safety

Davids clearly lists all ingredients and each of their notable uses. All of Davids’ products are vegan and cruelty-free, made only with the highest quality naturally derived materials.

Here are some of them to give you an idea:

  • Calcium Carbonate- a limestone abrasive that helps remove plaque and stains. It also helps in whitening and polishing teeth.
  • Peppermint oil- can help neutralize bacteria and freshen your breath.
  • Sodium Bicarbonate- helps remove stains and plaque.
  • Sodium Cocyl Glutamate- an alternative for SLS that comes from coconuts. It is used to simulate a foaming sensation when brushing.

This fluoride and cruelty-free toothpaste is generally safe for use at all ages since it is made of clean materials.

Company Values

It is clear that Davids holds the environment and community in high regard. Since they source 98% of their ingredients from the US and manufacture their products locally, they increase job opportunities and support local markets.

Their toothpaste tubes are made out of metal, except for the cap. This extra step to package their toothpaste sustainably is a good indication that it’s one of the brands that want to positively impact the environment.

There are tons of plastic toothpaste tubes thrown out every year (about 1.5 million in the US alone). And as we know, many plastic tubes are not recyclable and take impossibly long to degrade.

While we didn’t focus too much on the plastic tubes aspect in this round-up as we primarily focused on the vegan aspect of brands,¬†removing/reducing plastic waste¬†is of utmost importance to us at¬†Puratium.

They have instructions on how you can recycle their tubes. The cap, while plastic, is also recyclable.

Included in every purchase is a tube roller to help you make the most out of your tube. Instead of sending these for recycling, you should just reuse them in your other products instead.

The Humble Co. - Sweden

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The Humble Co. takes a holistic approach to oral care. At all levels of the production process, they make sure that they are caring for the environment just as well as their customers.

This Swedish company makes health and wellness more inclusive and eco friendly. Humble is cruelty-free, vegan, and was founded by a dentist.

About the Product

The Humble Co. offers toothpaste in tubes, glass jars, and tablets. They also have options for kids if you have young ones that aren’t ready for strong mint flavors.

For a change, we recommend their¬†toothpaste in a glass jar ‚Äď fresh mint with fluoride. We’ve already featured a handful of toothpaste in tubes, and some of you might not want to buy it in conventional plastic packaging.

Toothpaste¬†in a jar¬†may not be what we’re used to, but it works just the same. This product comes with a little spoon that you can use to mix and scoop the product out of the jar.

Apply the paste onto your brush, and voila! You can now brush your teeth like you usually would if using a tube.

You can choose from four flavors: fresh mint, charcoal, cola, and strawberry for kids. Cola is definitely the most intriguing one for kids.

This toothpaste does have fluoride in it, so it might not suit everyone’s needs. If you are looking for a fluoride-free option, they also have¬†toothpaste tablets¬†that do not use any fluoride at all.

Ingredients and Safety

The Humble Co. is FDA registered, and all of its oral care options are vegan and cruelty-free. They do not use toxic chemicals in their products, though some might argue against that because of their use of fluoride. Fair to say that they are likely referring to the lack of sulfates.

Here are some of the ingredients you’ll find in that easily reusable jar of theirs:

  • Sorbitol
  • Hydrated Silica
  • Xanthan Gum
  • Sodium Fluoride
  • Aloe Barbadensis Leaf Juice
  • Mentha Piperita Oil

All in all, this toothpaste brand commits to high-quality vegan oral care that is safe for the environment and your teeth.

Company Values

We’ve mentioned that this brand likes to take a¬†holistic approach to dental health. Instead of just producing products for profit, the brand contributes to long-lasting impacts.

They tackle issues such as plastic pollution and the inaccessibility of oral care in select areas of the globe.

All of their products are created under the watchful eyes of their dentists. This ensures that their oral care is effective and doesn’t just look pretty.

Speaking of pretty, much of the brand’s influence comes from their home base: Sweden. Scandinavian design is famous all over the world for its simplistic and efficient style.

They believe that this efficiency method includes manufacturing sustainably and creating a toothpaste that works at no expense of the environment.

Denttabs - Germany

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Berlin-based and 100% natural, Denttabs is a revolutionary company looking at oral hygiene through an innovative lens.

Denttabs is plastic-free, organic, and no item contains animal byproducts. Testing on animals is also out of the question.

About the Product

Denttabs specifically creates toothpaste tablets with or without fluoride. They also offer strawberry tablets for kids.

Denttabs is only available in¬†mint¬†and strawberry, so there’s not much of a selection. Even so, the natural minty goodness found in their mint toothpaste should satisfy most brushing needs.

The fluoride option can help protect your teeth against cavities. Fluoride in a tablet form is supposed to have a more intense effect, so make sure to take that into consideration. In case of doubts, consult with a dental professional.

The micro cellulose in these tablets will help polish your teeth and make it more difficult for plaque to cling to the surface, resulting in shiny and healthier teeth!

Ingredients and Safety

Denttabs only has natural components in its tablets, all composed with care and softness in mind.

Here are some components of this cruelty-free toothpaste alternative worth noting:

  • Microfine cellulose fibers for polishing the teeth
  • Sodium Fluoride to help prevent tooth decay
  • Sodium Lauroyl Glutamate to serve as a surfactant
  • Natural (mint) aroma for flavor and to create that fresh feeling while brushing

If you want to go for the fluoride-free one, the formulation is essentially the same.

Company Values

Denttabs is committed to making a change by offering a toothpaste alternative that isn’t packed in plastic and has done so since 2019.

Their packaging is made of compostable material. The bulk of the bag consists of paper, while there is a thin film of biopolymer made from corn starch to act as a separating layer.

It’s great to see innovations in the oral hygiene industry come to life while sticking to eco-friendly packaging types.

If you are looking for vegan toothpaste and want to try something other than paste, then these tablets are a great choice.

How to choose the best vegan toothpaste

We already gave a pretty extensive list of vegan toothpaste above. But you might still not find the best one for you. The company might not ship to your country, or you have particularly sensitive teeth.

If you are looking for vegan, cruelty-free toothpaste according to your own terms, here are some practical details to help you decipher what is going on in the market.

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Glycerin Free

Glycerin is used as a humectant in toothpaste to keep it from drying out. Unfortunately, it is generally not vegan. 

Some of the vegan toothpaste we listed here actually have glycerin in them. But the key difference is that the glycerin in those kinds of toothpaste comes from vegetable sources, not animal ones.

Sulfate Free (SLS, SCS)

Sulfates like SLS and SCS cause foaming and bubbling whenever you brush your teeth (or shampoo your hair). Needless to say, these aren’t ingredients you’d want hanging around in your everyday¬†natural bathroom essentials.

As a known irritant, SLS should be on your no-go list, not only in oral care but also in shampoos or lotions.

Due to the absence of SLS, many kinds of vegan natural toothpaste may not foam as much. If you’re new to the vegan and natural scene, this might come as a surprise.

Over time though, you’ll get used to the new sensation, and just like us, you will see it works even better than conventional alternatives.

Cruelty Free

In most cases, when a company claims that they sell vegan toothpaste, you can assume that it is also cruelty-free. But that’s not always the case.

Unfortunately, some toothpaste is being tested on animals, so just make sure to check the brand’s details more thoroughly.

Colgate, for example, sells vegan toothpaste, but the brand’s goods are tested on animals where required by law.

On the flip side, there are kinds of cruelty-free toothpaste that are not vegan-friendly. This is especially true if you want to extend the idea of vegan to the brands themselves. Namely, the whole enterprise should be vegan and cruelty-free before you buy from them.

If you are looking for vegan, cruelty-free toothpaste and you’re alright with brands that aren’t wholly vegan, you will have a broader range of brands to choose from.

If you don’t know much about ingredients yet, check for a leaping bunny logo or another independent, trustworthy organization.

Lastly, you can take an extra step by looking into a company’s supply chain and see if they were sourced ethically and fair trade.

Fluoride vs. fluoride-free toothpaste

We understand that different people have varying preferences. There are, in general, two types of toothpaste: with or without fluoride.

Even today, there still isn’t a clear consensus on which one is truly the better option. For many people, it’s a case-to-case basis. There are instances when the more prudent choice is fluoride-free toothpaste and vice versa.

For further clarification, let’s break down fluoride and fluoride-free kinds of toothpaste to see how they work and which one is the best according to your needs.

Fluoride toothpaste

As most of us know, fluoride was included in toothpaste due to its capability to curb cavities. Fluoride in dental products is generally regarded as one of the best ways to avoid cavities and caries [1] [2]

So if it’s one of the best, if not the best, option out there to avoid cavities, why are there movements that advise against fluoride?

While fluoride may be incredibly effective for your oral health, it can also be toxic in large quantities. The appropriate fluoride intake is around 3-4 mg in adults and about 0.7 mg in children.

The issue herein is that many water systems are treated with fluoride to help prevent cavities in the general population. While this solution was once seen as one of the best public health achievements in the previous century, more and more arguments against it are being raised.

Because fluoride becomes toxic in increasing dosages, excess intake of the mineral can lead to problems such as fluoride toxicity, among others [3]. The most prominent causes for these issues lie in excess fluoride in water and accidental intake of fluoride.

We should note that the excess of fluoride mainly occurs with children, presumably due to the lack of supervision and accidentally swallowing their toothpaste. This is also why it’s advised to use only a pea-sized amount of fluoride toothpaste in children below six years old.

The question remains: is fluoride bad for you? All in all, not really. As long as you use the recommended amounts, you are good to go.

If you have children using fluoride toothpaste, apply stringent supervision.

However, do not use this information to replace medical advice. Always go to your dental professional if you have any doubts or further concerns. They will be better equipped to understand your individual situation and give you contextual advice.

Fluoride-free toothpaste

Toothpaste without fluoride is not proven to help protect your teeth against cavities. In fact, these products are often labeled as cosmetics.

But, that doesn’t mean that fluoride-free toothpaste does not come with benefits. For one, it’s great for young children who may still need supervision while brushing.

Since there’s no fluoride in these kinds of toothpaste, it’s safe to ingest (though generally not recommended).

Possible replacements for fluoride in toothpaste include:

  • Xylitol
  • Baking Soda
  • Clay
  • Charcoal

These should help get rid of plaque and avoid build-up.

Generally, there is no consensus that fluoride-free oral hygiene comes with adverse effects. Many even consider them much safer than the conventional toothpaste widely available, saying that they can supplement their fluoride intake through other means.

Regardless, the choice is still entirely up to you. Weigh your options well and see which one will fit you best.

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Final Thoughts

This article has shed light on the intricacies behind natural, vegan toothpaste. For example, we highlighted that the vegan label does not necessarily guarantee the ban of animal testing or the promise to use ethically sourced components.

We hope you found the right toothpaste brand in line with your values and preferred flavors.

If you are looking for a similarly detailed analysis of trustworthy vegan brands, this one on deodorants is worth a look.


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