Lead contamination in children's toothpaste is particularly concerning given children's vulnerability to neurotoxins. Testing by Lead Safe Mama found Tom's of Maine Kid's Natural Fluoride-Free Toothpaste contained 240 parts per billion (ppb) of lead—48 times higher than the proposed safe action level for children's products12. Other children's brands like Crest's Color-Changing Bubblegum toothpaste and Radius Organic Coconut Banana also tested positive for lead and arsenic34.

The regulatory landscape fails to adequately protect children, as fluoride-free toothpaste is classified as a cosmetic by the FDA, allowing up to 10,000 ppb of lead—a staggeringly high threshold5. While these levels are technically legal, health advocates argue there is no safe level of lead exposure for children, who may inadvertently swallow toothpaste while brushing67. A class action lawsuit against Tom's of Maine alleges the company deceptively marketed its children's toothpaste as safe while failing to disclose the presence of these dangerous heavy metals18.

The FDA's regulatory framework for toothpaste creates a concerning standards gap for heavy metal contamination. Fluoride-containing toothpastes are regulated as drugs, while fluoride-free varieties are classified as cosmetics12. This distinction has significant implications for lead limits:

• Fluoride-free toothpastes (classified as cosmetics) can legally contain up to 10,000 ppb of lead3

• Fluoride-containing toothpastes can legally contain up to 20,000 ppb of lead45

• The FDA's guidance for cosmetics recommends a maximum of 10 ppm (equivalent to 10,000 ppb) of lead67

These permissible levels far exceed what health advocates consider safe, especially for children's products. Despite the FDA's own acknowledgment that there is no safe level of lead exposure for children, the agency has not established stricter standards specifically for children's toothpaste45. This regulatory gap allows manufacturers to sell products with lead levels that could contribute to chronic exposure and bioaccumulation over time, particularly concerning since toothpaste is used multiple times daily for years4.

Mercury contamination presents another significant concern in toothpaste products, particularly in those marketed as "natural" or "fluoride-free." Laboratory testing has revealed mercury presence in multiple brands, with concentrations ranging from 3.34 ppb to 13.14 ppb in some tested products12. This is especially troubling since mercury is a potent neurotoxin that can cause damage to the nervous system, kidneys, and developing fetuses.

Several popular "natural" brands have tested positive for mercury alongside other heavy metals. Hello Brand Dragon Dazzle fluoride toothpaste for children contained unsafe levels of both lead and mercury3, while Himalaya Botanique Kids Toothpaste in Bubble Gum flavor tested positive for lead, cadmium, and arsenic, with inconclusive results for mercury due to testing limitations4. The FDA has set limitations for mercury at 1 ppm (1,000 ppb) in toothpaste1, but health advocates argue that any detectable amount of mercury in oral care products—especially those used by children—should be concerning given its cumulative toxic effects and the fact that toothpaste may be inadvertently swallowed during normal use.