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I’ve spent a lot of time over the last couple of years trying to find the best cruelty-free toothpaste. A few years ago my teeth started to ache. A lot.
Drinking room temperature water felt ice cold which, if you’re interested, is never a good sign.
When I realised I hadn’t been to the dentist for over half a decade I bit the bullet. An incredibly expensive bullet as it turns out. Not because I had been eating lots of sugary, cavity forming foods. All because I’d been brushing my teeth too hard.
So my dentist gave me some advice – be gentle you idiot – and I set about finding the best cruelty-free toothpaste on the market (and sustainable, cruelty-free toothbrushes).
What’s on this page?
The Best Cruelty-Free & Vegan Toothpaste
Spotlight Oral Care Toothpaste
Created by dentists, Spotlight Oral Care Toothpaste is a fluoride-containing toothpaste that will strengthen your enamel and reduce sensitivity.
- £7.95
- 100ml
- Certified cruelty-free
- Vegan
A vegan, cruelty-free toothpaste that is clinically proven in combating decay, sensitivity and enamel erosion. Read the full review here.
Best Cruelty-Free & Vegan Whitening Toothpaste
ECODENTA Brilliant Whitening Toothpaste
ECODENTA’s Brilliant Whitening Toothpaste is, in our opinion, the best all-natural cruelty-free toothpaste on the market.
- £7.06
- 100ml
- Certified cruelty-free
- Vegan
- Max fluoride protection
- All-natural ingredients
Dentist-approved and packed full of natural whitening, breath-freshening ingredients.
Sage – which has gum-protection antibacterial properties. Mint essential oil – provides long-lasting freshness. And kalident – remineralises and whitens teeth without damaging enamel.
Perfect for the ardent tea and coffee-drinkers among us!
SPLAT Biomed Superwhite Natural Toothpaste
SPLAT’s Biomed Superwhite Toothpaste is a brilliant natural alternative to traditional whitening products.
- £3.43
- 100ml
- Certified cruelty-free
- Vegan
- Ships from the UK
- 24 natural ingredients
- SLS, synthetic colour and PEG-free
- 0 ppm F (no fluoride protection)
- £3 for 100ml
More traditional whitening toothpastes can strip away your enamel and increase tooth sensitivity. Not this one.
The inclusion of papain and bromelain remove dental plaque and gently polish the enamel.
And the flavour combos – all based with coconut oil – can be spicy, fresh or even a little smoky. But we’d never veer away from mint.
Jason’s Natural Cosmetics Powersmile Toothpaste
Jason’s Natural Cosmetics Powersmile Toothpaste is probably the fluoride-free toothpaste that feels the most like a supermarket-brand toothpaste. And I mean that as a complement.
- £5.37
- 100ml
- Certified cruelty-free
- Vegan
- Ships from the UK
- No Preservatives, artificial colours, artificial sweeteners, no saccharin, no propylene glycol
- 0ppm F (no fluoride protection)
It manages to bridge the gap between natural products that don’t taste fresh enough. And supermarket brands that are very chemical-forward. And it froths like traditional toothpaste too.
We think it’s the peppermint oil that creates such a fresh flavour. And the baking soda prevents tartar buildup, protecting as well as whitening without damaging enamel.
Whilst baking soda is not as effective as fluoride at protecting teeth, it is still a good cleaning agent that even has antibacterial properties. It works. It just doesn’t protect your teeth from cavities.
Best Cruelty-Free & Vegan Toothpaste for Sensitive Teeth
SPLAT Biomed Natural Toothpaste for Enamel Strengthening
SPLAT’s Enamel Strengthening Toothpaste is perfect for sensitive teeth.
- £4.35
- 100g
- Certified cruelty-free
- Vegan
- Ships from the UK
- 98% Natural ingredients
- 0ppm F (no fluoride protection)
Teeth usually become sensitive when their protection – enamel – is worn away. So any sensitive toothpaste worth it’s salt needs to rectify the problem.
It must be easy on the tooth and possess enamel strengthening properties.
The oak bark extract and thyme essential oil possess anti‑inflammatory effect.
And the plantain extract, birch leaf polyphenols and red grape seeds prevent tooth decay and strengthen gums. Red grape seed’s effectiveness against dental caries has been studied numerous times – with excellent results.
Perfect.
Spotlight Oral Care Toothpaste for Sensitive Teeth
Another brilliant strengthening toothpaste for sensitive teeth. And our absolute favourite.
Created by dentists, Spotlight Oral Care Toothpaste is a fluoride-containing toothpaste that will strengthen your enamel and reduce sensitivity.
- £7.95
- 100ml
- Certified cruelty-free
- Vegan
- Paraben and sulfate-free
- Fully recyclable, environmentally friendly tubes and packaging
- Full fluoride protection at 1450ppm F (dentist approved)
- And contains hydrogen peroxide
Clinically proven in combating decay, sensitivity and enamel erosion, this vegan, cruelty-free toothpaste is about as good as it gets. For stronger, whiter teeth.
Hydrogen peroxide – bleach – may seem like an intimidating ingredient in any orally consumed product. But according to the most recent scientific studies, when used carefully it is very effective at whitening teeth.
Although if you have ultra-sensitive teeth – like me – it may not be suitable.
Best Cruelty-Free & Vegan Toothpastes for Gum Disease
Spotlight Oral Care Toothpaste for Gum Health
Spotlight’s Toothpaste for Gum Health – another dentist created product – has been clinically formulated to alleviate inflammation, bleeding, sore gums and bad breath.
- £7.93
- 100ml
- Certified cruelty-free
- Vegan
- Paraben and sulfate-free
- Fully recyclable, environmentally friendly tubes and packaging
- Gluten-free
- Full fluoride protection at 1450ppm F (dentist approved)
Optimal levels of fluoride and chlorhexidine, which aids in resolving bleeding and inflamed gums.
Perfect for those of us suffering with:
- Gum inflammation
- Bleeding and sore gums
- Bad breath
Recent studies have suggested the importance of having plaque-free teeth priori to using chlorhexidine-based products. (Pre-existing plaque increased the potential side effects of chlorhexidine).
lavera Toothpaste – Sensitive & Repair
lavera – a synonym for effective, innovative and sustainable natural personal care products – creates superb toothpaste products.
- £4.95
- 75ml
- Certified cruelty-free
- Vegan (and 100% natural ingredients)
- Paraben, silicone, mineral oil and sulfate-free
- Fully recyclable, environmentally friendly tubes and microplastic-free
- Full fluoride protection at 1400ppm F
Its Sensitive & Repair Toothpaste (strangely named) is packed full of complete fluoride protection, jambú and chamomile – both of which have a soothing, anti-inflammatory effect.
Suitable for:
- Plaque and cavity removal / prevention
- tartar and gum protection
- Enamel strengthening and decay prevention
Superdrug Whitening Toothpaste
Now I can’t use whitening toothpaste anymore because I brushed all the enamel off my teeth.
However, Superdrug’s Whitening Toothpaste was always my go-to.
- £1.99
- 75ml
- Certified cruelty-free
- Vegan
- Ships from the UK
- Max fluoride protection (1450ppm F)
Not just because it was easy to find on the high street either.
It’s cracking value, has maximum fluoride protection and is both cruelty-free and vegan.
The only downside to Superdrug’s toothpaste range is that the material isn’t widely recyclable, which is a real shame.
Superdrug also do a great toothpaste for sensitive teeth and one with activated charcoal!
Best Natural Cruelty-Free & Vegan Toothpastes
Ecodenta Brilliant Strengthening Melon Flavour Toothpaste
Ecodenta’s Melon Flavour Strengthening Toothpaste is excellent. But whilst they’re :
- £3.99
- 100ml
- Certified cruelty-free
- Vegan
- Ships from the UK (if bought via Amazon or Holland and Barrett)
- Max fluoride protection at 1448ppm F
- 99% natural ingredients
It is also:
- Founded by biochemists
- Creates gentle children’s flavours
- Contain max levels of fluoride
- Good value
- Vegan and cruelty-free
Not all of their toothpastes contain the dentist approved levels of fluoride. So you need to be careful which ones you choose if you’re looking for fluoride containing toothpaste.
They also do an excellent Kids Toothpaste – Juicy Fruit flavour – and toothpaste for smokers. Both of wish contain adequate fluoride levels.
Everything else we think is probably subpar – unless you’re specifically looking for lower-fluoride toothpaste. Then crack on.
Davids Natural Toothpaste
David’s Natural Toothpaste is really well-designed as a planet-friendly, chemical-free product.
- £25.98
- 149g
- Certified cruelty-free
- Vegan
- Ships from the USA
- SLS and sulfate-free
- Sustainable, recyclable tube and packaging
- Fluoride-free
It’s, of course, vegan and cruelty-free. The packaging is sustainable and recyclable – the tube is actually metal rather than a proprietary blend of plastic(s).
And it’s free-from almost anything that you could conceivably consider dangerous.
And it’s EWG-verified. If you’re searching desperately for an all-natural, best-for-the-planet toothpaste, David’s is a cracking choice.
Best Fluoride-Free Cruelty-Free & Vegan Toothpaste
Green People’s Minty Cool Toothpaste
Green People’s Minty Cool is a great all-natural toothpaste great for those who struggle with oral sensitivity. Particularly if you are looking for fluoride-free options.
- £4
- 50ml
- Certified cruelty-free
- Vegan
- Ships from the USA
- SLS and sulfate-free
- Recyclable packaging and tube
- Fluoride-free
Although they do have some toothpastes that contain fluoride.
Their all-natural 87% organic toothpaste is ideal for sensitive gums and it’s free from:
- SLS
- Gluten
- Fluoride
It’s packed full of all-natural soothing, mineral-rich ingredients like spearmint and olive leaf. And, more importantly, the tube and packaging are fully-recyclable at all Terracycle locations.
Read our cruelty-free review of Green People here.
Dr. Bronner’s Peppermint Toothpaste
We’re fans of Dr. Bronner’s as a brand and from an ethical standpoint their toothpaste is amazing.
- £9.00
- 113g
- Certified cruelty-free
- Vegan
- Ships from the USA
- SLS and sulfate-free
- Recyclable packaging and tube
- Non-GMO
- Fluoride-free
It is also:
- Vegan and cruelty-free
- Free-from synthetic detergent foaming agents, artificial colours, flavours or preservatives
- Fully recyclable packaging and tube
- 70% organic
The tube itself is made out of sugar cane (that captures CO2) and 100% recyclable high density polyethylene.
And, probably our favourite part, they removed the little foil seal on the toothpaste tube in 2019 to reduce their waste further. What other brands go that far?
Tom’s of Maine Natural Antiplaque and Whitening Fluoride Free Toothpaste
Tom’s of Maine is a fantastic natural toothpaste that is free-from almost any artificial ingredients and flavours. And you can taste the difference. Natural mints and citrus tastes so different to regulation toothpaste.
- £10.09
- 156g
- Certified cruelty-free
- Vegan
- Ships from the USA
- SLS and sulfate-free
- Recyclable packaging and tube
- All-natural flavours and colours
- Fluoride-free
One of our absolutely favourite things about this product is it’s packaging.
In 2020 it won one of TIME USA’s best inventions award for the recyclable tube. Something considered nigh on impossible for toothpaste a few years ago.
And 10% of all profits go to charitable and environmental causes.
Georganics Mineral Toothpaste
Only 60ml on Holland & Barrett, hence the price difference
Georganics Mineral Toothpaste is a brilliant fluoride-free toothpaste to help you reduce your plastic and packaging impact.
Particularly when bathroom supplies are generally plastic-packed!
- £8.90
- 120ml
- Certified cruelty-free
- Vegan
- Ships from the UK
- SLS and fluoride-free
- Compostable, plastic-free packaging
- Zero waste
- Fluoride-free
It’s fantastic seeing UK-based companies making products so good for the planet. Especially ones that look so good. The natural flavourings are fantastic. Such fresh, vibrant spearmint.
And it’s not just the toothpaste Georganics makes the effort for.
All its products are designed to be plastic-free using only biodegradable materials (whenever possible) and recyclable glass and aluminium.
Best Cruelty-Free & Vegan Toothpaste Tablets
Georganics Toothpaste Tablets
Georganics are a truly fantastic brand. And the Spearmint Toothpaste Tablets are an ‘effervescent cleaning solution’ – their words not mine.
One that make an excellent eco-friendly alternative to traditional toothpaste.
- £8.90
- 120 tablets
- Cruelty-free and vegan certified
- Made with natural food grade, non-toxic ingredients
- Freshened with all-natural spearmint oil
- Plastic-free
- Recyclable glass bottle
- Aluminium lid – even the protection seal is made from biodegradable wood pulp
- Fluoride, paraben, SLS, palm oil and mineral oil free
- Made in the UK
Absolutely perfect for travelling or being in the great outdoors particularly, there’s absolutely zero waste or water produced or required.
As ever, grab the refill pack when you get them to save on waste.
FAQs
Not all toothpastes are vegan. Some toothpastes contains animal-based glycerin or propolis derived from bees.
Glycerin is a viscous liquid that keeps toothpaste moist and it can be produced from either animal or plant sources – and you won’t know whether it’s vegan unless explicitly labelled on the packaging. Propolis is a resinous substance made by mixing bee saliva with wax (mad!).
Some colours and flavourings are also animal-base. If you’re unsure check with the manufacturer themselves.
Superdrug, Coop own brand, Ecodenta, Dr. Bronners, LUSH!, David’s, Green People, Tom’s of Maine (although they’re owned by Colgate Palmolive they remain cruelty-free), Desert Essence, Vitacare and Kiss My Face.
Aquafresh, Colgate Palmolive, Listerine, Sensodne, Mentadent, anything owned by Procter & Gamble, Church & Dwight or Johnson & Johnson, Crest, Close-up and Pearl Drops.
Colgate vegan toothpaste may well be cruelty-free, but Colgate-Palmolive sell products in China where it’s required by law to test on animals. So we strongly suggest you give this toothpaste a miss.
Fluoride is a naturally occurring mineral found in water (and the 13th most abundant mineral in the earth’s crust) that strengthens teeth and prevents tooth decay, which is why so many brands add it to toothpaste and tap water (this is called fluoridation).
Interestingly tooth decay is one of the most common reasons for hospital admissions in children in the UK.
Brushing your teeth with toothpaste containing fluoride is one of the most effective ways of preventing cavities and tooth decay.
The NHS recommends toothpastes containing 1350 – 1500ppm fluoride as an adult.
In large quantities fluoride is toxic yes. But it’s a naturally occurring element found in water and the earth’s crust. It’s an essential part of oral hygiene and the beneficial role it plays in good oral health is well-documented.
However tooth decay isn’t caused by fluoride deficiency and it can’t reverse the effects of serious issues.
SLS (sodium lauryl sulfate) is a surfactant that’s found in grooming, hair, dental care and bath products alongside other creams and lotions.
The FDA regards SLS as safe for usage as a food additive. But the 1983 safety assessment study found that it’s only not harmful if used briefly and rinsed quickly. And within the same study it did suggest there is some risk to humans – albeit a very small one.
So generally safer to avoid, especially if you have irritable skin, or in this case, teeth.
No. Mouthwash has a much lower fluoride content than toothpaste and washes the fluoride away, actively reducing tooth protection.
If you want to use mouthwash then use it between brushes. If you’re a morning and evening brusher, then use mouthwash at lunch. It’s designed for convenience. And when leaving the house is as difficult as it is now it’s largely worthless.
