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.

Our Trusted Picks

Vetted for Safety & Independence

Buyer Beware

Brands to Avoid

Tom's of Maine Colgate-Palmolive 2006
Hello Colgate-Palmolive 2020

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.

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, the best ones use nano-hydroxyapatite to support enamel. Look for a short, readable ingredient list.

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 the strongest clean-ingredient screen in this category, and the whole Davids line carries it. B Corp (Georganics) covers company-wide ethics, and Leaping Bunny or PETA confirm cruelty-free.

Fluoride or hydroxyapatite?

Both can protect teeth. Fluoride has the longest track record. Nano-hydroxyapatite is the leading fluoride-free alternative and is safe to swallow, which makes it popular for families. If you are cavity-prone, talk to your dentist before dropping fluoride entirely.

Frequently Asked Questions

Is fluoride-free toothpaste a good idea?

It depends on what replaces the fluoride. Fluoride is proven to fight cavities, so the strongest fluoride-free options use nano-hydroxyapatite instead, which is the same mineral your enamel is made of and has solid research behind it for remineralizing teeth. Brands like RiseWell and the Davids Hydroxi line are built on 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?

For most people, yes. You chew a tablet, then brush as usual, and it foams up into a paste. Tablets like Georganics 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, but they clean just as well.

What does hydroxyapatite do for teeth?

Hydroxyapatite is the main mineral that makes up tooth enamel. In toothpaste, it helps fill in tiny surface defects and rebuild worn enamel, which can reduce sensitivity and support cavity resistance without fluoride. It is also safe to swallow, which is why several of these brands market it as kid-friendly.