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Do you think your toothpaste is all-natural? Many people choose toothpaste labeled “natural,” believing it’s better for their health. Most of the toothpastes are not really natural. But they mislead customers as if it’s natural. For example, Hello toothpaste. It’s a popular and well-known toothpaste brand. But you will be surprised if you know what is inside the toothpaste.
Let’s see the background details of Hello, the Hello toothpaste lawsuit, and the reason behind it.
History of Hello Toothpaste
Hello Products started between 2009 and 2011 when Craig Dubitsky created the company to offer a gentler and natural alternative to big toothpaste brands. The brand launched a toothpaste that claimed to be free from artificial sweeteners, dyes, parabens, triclosan, and preservatives.
Soon, the company expanded to big stores like Target and Walmart and attracted families looking for fluoride-free pastes, cool flavors, and “friendlier” ingredients for kids. In 2020, the brand was bought by Colgate-Palmolive, one of the largest toothpaste companies in the world.
But the brand’s positive side was questioned when the company was accused of selling children’s toothpaste containing harmful chemicals.
Recent Hello Toothpaste Lawsuit 2025
On July 11, 2025, Damany Browne filed a class-action lawsuit against Hello Products LLC, accusing the company of selling children’s toothpaste products contaminated with dangerous levels of lead and mercury.
The lawsuit mentions the following two toothpaste products:
- Hello Kids Dragon Dazzle Fluoride Toothpaste
- Hello Kids Fluoride-Free Toothpaste (Fresh Watermelon)
Independent testing conducted by a consumer safety group found Hello Kids’ Fluoride Free Toothpaste Fresh Watermelon had lead levels as high as 493 parts per billion (ppb) and mercury levels around 19 ppb. The Hello Kids’ Dragon Dazzle Fluoride Toothpaste has a lead level of 428.4 ppb and mercury of 11.8 ppb. These levels far exceed the safety limits set by the U.S. Environmental Protection Agency.
One of the biggest concerns in this case is the marketing practices of Hello. Words like “natural,” “no preservatives,” and “safe” create a feeling of trust. The lawsuit says that Hello used these words to build consumer trust while hiding the presence of harmful metals.
What are Heavy Metals and Why are They Dangerous?
Heavy metals like lead and mercury are naturally found in the environment such as soil, water, and even some plants. But that doesn’t mean they’re safe for us to use in our daily products. Even small amounts of these substances can build up in the body over time.
Here’s why they’re dangerous:
Lead: Can cause serious brain and nerve damage, especially in children. It also affects growth and behavior.
Mercury: Affects the brain, lungs, and kidneys. It’s especially harmful to pregnant women and young children.
It’s important to note that some heavy metals may appear in small traces in natural products due to environmental exposure. But the concern here is whether Hello failed to test properly or ignored the risks altogether while advertising the toothpaste as clean and safe.
How did the Metals Get Into the Toothpaste?
Most of Hello’s toothpaste products include plant-based ingredients, such as:
- Activated charcoal (from coconut shells)
- Coconut oil
- Mint leaves
- Aloe vera
These ingredients are often grown in soil that may be contaminated with heavy metals. If not properly tested and filtered, the metals can end up in the final product.
Hydroxyapatite, a mineral used to help bring calcium to teeth, is usually made from ground animal bone and can contain impurities.
Calcium carbonate, used for gently scrubbing teeth, is a natural mineral that sometimes picks up contaminants from the earth.
Bentonite clay, popular in many “natural” toothpastes, is known to sometimes contain trace amounts of lead and other heavy metals.
These ingredients may be the reason behind the contamination in Hello toothpaste.
Other Legal Cases Surrounding Hello
In 2019, Hello settled a lawsuit for $1.5 million over claims that its charcoal toothpaste could be harmful to enamel and that its marketing was misleading about safety.
Hello Toothpaste Lawsuit 2023
On March 29, 2023, Norah Flaherty filed a lawsuit against Hello Products LLC. The lawsuit alleges that Hello misled consumers by marketing certain toothpastes as having “no artificial sweeteners,” while they actually contain sorbitol and xylitol, two synthetic sweeteners.
The Hello toothpaste lawsuit states that those chemical compounds are not naturally present in the toothpaste, but they are synthesized via hydrogenation. The plaintiff claimed that the in-house chemist at Hello knows these sweeteners are artificial, but they continued to use them as an ingredient. The suit argues Hello unfairly sells a “non‑premium” product at a premium cost by misleading consumers.
Lawsuit against Hello Toothpaste for Fluoride Toxicity
In January 2025, consumers Amber Miller, Josh Cook, and Marina Vasilyeva filed a putative class-action lawsuit against Hello Products LLC, claiming the company deceptively marketed its Hello Kids Fluoride Rinse as safe for kids.
According to the complaint, Hello’s packaging emphasizes natural and includes the ADA (American Dental Association) seal of approval, while omitting required FDA warnings and directions.
The plaintiffs argue that the rinse contains the same fluoride concentration as adult formulations; when it is ingested, it can cause nausea, vomiting, or even worse.
The Hello toothpaste lawsuit emphasizes that just 10 ml of the product delivers approximately 2.3 mg of fluoride. For a 2‑year‑old child, this dosage exceeds the EPA’s reference dose for fluoride toxicity and risks causing dental fluorosis and other health issues.
Products mentioned in the lawsuit, including
- Hello Fresh Naturally Whitening Fluoride Toothpaste Farm Grown Mint
- Hello Activated Charcoal Fluoride Free Toothpaste Fresh Mint and Coconut Oil
- Hello Activated Charcoal Epic Whitening Fluoride Toothpaste
- Hello Activated Charcoal Toothpaste Tablets
- Hello Antiplaque + Whitening Fluoride Free Toothpaste Farm Grown Peppermint
- Hello Antiplaque + Whitening Toothpaste Tablets
- Hello Bye Bye Bacteria Fluoride Toothpaste
- Hello Freakin’ Fresh + Whitening Fluoride Free Toothpaste
- Hello Good Night Lavender and Chamomile Fluoride Free Toothpaste
- Hello Gum Nourishmint Fluoride Toothpaste
- Hello Good Morning Meyer Lemon Fluoride Free Toothpaste
- Hello Kids Dragon Dazzle Fluoride Toothpaste
- Hello Kids Fluoride Free Toothpaste Natural Watermelon
- Hello Kids Juicy Grape Fluoride Toothpaste
- Hello Toddler Training Toothpaste Apple Flavor
- Hello Unicorn Sparkle Fluoride Toothpaste Bubble Gum
- Hello Watermelon Toothpaste Tablets
- Hello Wild Strawberry Kids Fluoride Toothpaste
The lawsuit alleges that Hello violated the Food, Drug & Cosmetic Act (FDCA) and specific FDA regulations. It claims Hello failed to include the mandatory “IMPORTANT: Read directions for proper use” statement on the front label. It also accuses the company of downplaying required warnings in favor of promotional messaging.
What Should Parents Do?
Parents must look for toothpastes that avoid clay, hydroxyapatite, and stone minerals unless the brand can guarantee there are no heavy metals. Only use toddler toothpastes certified as safe, especially check if the company performs third-party safety testing.
Only use a pea-sized drop for children and supervise brushing to minimize swallowing. Most importantly, watch for brand updates, recall notices, and FDA advisories.
If you’ve used Hello toothpaste for your kids and find any issues with it, you can file a Hello toothpaste lawsuit.
To wrap up,
Toothpaste is something most people use every day. It’s part of our morning and night routines, and we trust that the products we choose are safe. The Hello toothpaste lawsuit shows that not every product marketed as “natural” is completely natural. As parents and caregivers, we need to carefully evaluate which products are truly good for our children and choose the ones that best support their well-being.
