Oral Care
The Best Natural Toothpaste from Independent Brands
The two biggest "natural" toothpaste brands are not independent at all. Tom's of Maine has belonged to Colgate-Palmolive since 2006, and Hello joined Colgate in 2020. Here are the toothpastes, tablets, and powders from companies that are still family- or founder-owned.
Founder-owned brands
Two fluoride-free picks: a paste and a tablet
We score every brand on ingredients and ownership before it reaches this list. The shop links are affiliate links: as an Amazon Associate we earn from qualifying purchases, at no extra cost to you. Certain content that appears on this site comes from Amazon. This content is provided “as is” and is subject to change or removal at any time.
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Tube paste: Wild Mint, 3.4 oz. It uses non-nano hydroxyapatite instead of fluoride and has no SLS. The label is long, with many plant oils and extracts. The Flavorless version, sold on the same Amazon page, has a shorter label and no essential oils. Skip it if your dentist wants you on fluoride.
RiseWell Mineral Hydroxyapatite Toothpaste (Wild Mint, 3.4 oz) View product on Amazon Why we picked it -
Chewable tablets: chew one, then brush with a wet toothbrush. 124 mint tablets in two refillable bottles, with no fluoride and no plastic tube. They can feel chalky at first and take a few tries to get used to. Skip them if you avoid nano ingredients or your dentist wants you on fluoride.
Our trusted picks
Vetted for safety and independence
- 9/10Independent
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RiseWell
Dentist-made hydroxyapatite toothpaste from a bootstrapped family business.
9/10Independent -
Georganics
B Corp, plastic-free oral care: clay toothpaste and oil-pulling mouthwash.
9/10Independent -
Bite
Plastic-free toothpaste bits from a bootstrapped, founder-controlled B Corp.
8/10Independent
Rate before you buy
Recalls, lawsuits and red flags
These reviews are not recommendations. They let you see exactly what's flagged. Our recalls and lawsuits tracker covers recorded actions, including historical and dismissed cases. Open any review for the specifics and a cleaner alternative.
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Tom's of Maine Kids Toothpaste (Silly Strawberry)
LawsuitA 2025 class action alleges lead and arsenic in the "natural" kids toothpaste.
3/10Acquired -
hello Kids Toothpaste
LawsuitColgate's "hello" kids toothpaste named in 2025 lawsuits alleging lead.
3/10Acquired -
Colgate Total (Original Triclosan Formula)
Caution ingredientContained the antibacterial triclosan until Colgate reformulated it out in 2019.
4/10Acquired -
Uncle Harry's
Safety flagFamily-run clay toothpaste and tooth powder, sold with a California lead warning.
8/10Independent - 9/10Independent
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Redmond Earthpaste
Safety flagA short-label clay toothpaste from a Utah family company, sold with a California lead warning.
9/10Independent
Ownership research
Brands to Avoid
Owned by conglomerates. What to use instead: any of our vetted picks above, each is independently owned, scored for ingredient safety, and has a full review plus a buy link.
Note: We are not saying these toothpastes will harm you. The issue is ownership. When you buy Tom's of Maine or Hello, your money goes to Colgate-Palmolive, the same company behind the conventional brands many people are trying to move away from.
Buying guide
What to Look for in Clean, Independent Oral Care
Ingredients that matter
Good clean toothpaste cleans with calcium carbonate, silica, or bentonite clay and flavors with real essential oils. If it is fluoride-free, look for hydroxyapatite in place of fluoride. A short, readable ingredient list is a good sign.
We avoid SLS (sodium lauryl sulfate), triclosan, artificial sweeteners and dyes, and synthetic flavors. SLS in particular is a common trigger for canker sores and irritation.
Certifications worth trusting
EWG Verified is an ingredient screen run by the Environmental Working Group, so look for the mark on the exact product. B Corp (Georganics, Bite) covers company-wide ethics, and Leaping Bunny or PETA confirm cruelty-free.
Fluoride or hydroxyapatite?
Fluoride has the longest track record. Hydroxyapatite is the leading fluoride-free alternative. If you are cavity-prone, talk to your dentist before dropping fluoride entirely.
Questions
Frequently Asked Questions
Is fluoride-free toothpaste a good idea?
It depends on what replaces the fluoride. Fluoride is proven to fight cavities. Many fluoride-free toothpastes use hydroxyapatite instead, the main mineral in tooth enamel. RiseWell's paste and Bite's fluoride-free tablets both use it. If you are at high risk for cavities, ask your dentist before switching.
What's wrong with the big 'natural' toothpaste brands?
Mostly the ownership. Tom’s of Maine, the brand most people picture when they think natural toothpaste, has been owned by Colgate-Palmolive since 2006. Hello, the friendly millennial brand, was bought by Colgate in 2020. The toothpaste may be fine, but the indie story is not true anymore, and your money goes to a conventional oral-care giant.
What ingredients do clean toothpastes leave out?
The common ones our picks skip are SLS (sodium lauryl sulfate, a foaming agent that can irritate and cause canker sores), artificial sweeteners and dyes, triclosan, and synthetic flavors. Some also skip glycerin and even fluoride. Instead they clean with calcium carbonate, silica, or bentonite clay and flavor with real essential oils.
Are toothpaste tablets as good as paste?
It depends on what is in them, just as with any toothpaste. You chew a tablet, then brush with a wet toothbrush, and it foams up like paste. Tablets like Bite use the same mineral cleaners and skip the plastic tube, which is the main reason people switch. They take a couple of uses to get used to.
Why do fluoride-free toothpastes use hydroxyapatite?
It is the main mineral in tooth enamel, so makers use it in place of fluoride. Fluoride has the longer track record, and the ADA Seal for cavity protection requires fluoride.