Affiliate Disclosure: This article contains affiliate links. NonToxicFinder (Solved Labs LLC) may earn commissions on qualifying purchases at no extra cost to you. We are not affiliated with, endorsed by, or partnered with the Environmental Working Group.
Most parents who want to swap their kid's toothpaste for a non-toxic alternative are starting from the same place: a half-used tube of Colgate Kids or Crest Kids already sitting on the bathroom counter. Both of those mainstream toothpastes carry hazard flags on EWG's Skin Deep® database, the independent nonprofit's ingredient-rating tool for personal care products. This guide names exactly what EWG's own data says about each one, then covers three EWG VERIFIED® and EWG Skin Deep® Low Hazard picks already confirmed in stock, so the swap takes one trip to Amazon instead of an afternoon of label reading.
For a broader comparison of fluoride and fluoride-free options, see our EWG VERIFIED® kids toothpaste guide. For the whole family, including adult formulas, see our non-toxic toothpaste guide.
What EWG Flags About Conventional Kids Toothpaste
EWG's Skin Deep database scores personal care products on a 1-to-10 ingredient hazard scale: 1-2 is Low Hazard, 3-6 is Moderate Hazard, and 7-10 is High Hazard. Both mainstream kids toothpastes below land in the moderate band:
| Brand & Product | EWG Skin Deep Rating | Primary Flagged Ingredients |
|---|---|---|
| Colgate Kids Cavity Protection Toothpaste (fluoride, e.g. Bubble Fruit) | Score 3 (Moderate Hazard band) | Titanium Dioxide, Mica, Sodium Fluoride, synthetic Flavor, FD&C dyes, Sodium Lauryl Sulfate, Sodium Saccharin |
| Crest Kids Cavity Protection Toothpaste, Sparkle Fun | Moderate Hazard tier (numeric score not cleanly isolated across formulations) | Titanium Dioxide, Mica, Sodium Saccharin, FD&C Blue 1, Sodium Lauryl Sulfate |
These are EWG's published ingredient hazard assessments, not safety determinations by NonToxicFinder. Three ingredient categories drive most of the moderate-hazard designation here:
- Titanium Dioxide: EWG flags this whitening agent for a moderate cancer concern and a high occupational hazard rating for workers who handle it in manufacturing, plus a moderate non-reproductive organ-system toxicity concern.
- Mica: EWG rates mica high for persistence and bioaccumulation, meaning it does not break down quickly in the environment.
- Synthetic Flavor and FD&C dyes: EWG flags undisclosed synthetic flavor compounds and dyes like FD&C Blue 1 and D&C Yellow No. 10 as ingredients with limited transparency, since manufacturers are not required to name what a generic "Flavor" listing actually contains.
For the exact rating on a specific tube or flavor variant your household uses, search the full product name at ewg.org/skindeep. EWG notes that formulations can change over time and updates its ratings accordingly.
EWG VERIFIED® vs. EWG Skin Deep®: The Swap, Explained
EWG VERIFIED® is a certification mark a brand applies for, requiring full ingredient disclosure, avoidance of EWG's restricted chemical list, and passing EWG's ongoing review process. EWG Skin Deep® instead scores an individual product's ingredient list on the 1-to-10 hazard scale described above; a brand does not need to apply for a Skin Deep score the way it does for VERIFIED® status. The ATTITUDE pick below carries the EWG VERIFIED® mark. RiseWell and Hello Kids carry EWG Skin Deep® Low Hazard scores rather than VERIFIED® status. Each product below is labeled with its exact, individual basis; neither mark is a safety guarantee, and NonToxicFinder is not affiliated with EWG.
1. ATTITUDE Baby & Child Fluoride-Free Training Toothpaste, Strawberry (2-pack)
Price: $17.91 | EWG Status: EWG VERIFIED®
ATTITUDE's training toothpaste is fluoride-free and built for the earliest brushing stage, when a toddler is still likely to swallow some paste. It carries full EWG VERIFIED® status, meaning the brand has disclosed its complete ingredient list and avoided EWG's restricted chemicals, the same program standard described above. No synthetic fragrance, no titanium dioxide, no artificial dyes. Sold as a 2.6 oz two-pack for $17.91, confirmed in stock.
ATTITUDE Baby & Child Training Toothpaste, Strawberry on Amazon →
2. RiseWell Kids Hydroxyapatite Toothpaste, Cake Batter
Price: $5.98 | EWG Status: EWG Skin Deep® Low Hazard (score 1)
RiseWell's formula swaps fluoride for hydroxyapatite, a mineral compound, and rates a 1 on EWG's Skin Deep® database, placing it in the low-hazard range. EWG's data notes fair data availability with low concern across cancer, allergy, and developmental toxicity sub-scores. At $5.98 for a 0.7 oz tube, it is the most affordable pick on this list and a common choice for parents specifically looking for a fluoride-free, hydroxyapatite-based formula.
RiseWell Kids Hydroxyapatite Toothpaste, Cake Batter on Amazon →
3. Hello Kids Fluoride Free Toothpaste, Fresh Watermelon
Price: $4.96 | EWG Status: EWG Skin Deep® Low Hazard (score 1)
Hello's kids line is fluoride-free, sweetened with stevia and xylitol instead of saccharin, and also rates a 1 on EWG's Skin Deep® database. EWG's listing shows moderate flags on the cancer and allergy sub-scores alongside the overall low-hazard score, with low concern for developmental and reproductive toxicity. The Fresh Watermelon flavor is free of SLS and artificial dyes. At $4.96 for 4.2 oz, it is a straightforward drop-in swap for a family already used to a fruit-flavored tube.
Hello Kids Fluoride Free Toothpaste, Fresh Watermelon on Amazon →
How to Make the Switch
Cost comparison
Colgate Kids and Crest Kids tubes typically run $3 to $5 for a 4.6 oz tube, or roughly $0.70 to $1.10 per ounce. The three picks above land in a similar range once sized per ounce:
- Hello Kids Fresh Watermelon (4.2 oz at $4.96): approximately $1.18/oz
- RiseWell Cake Batter (0.7 oz at $5.98): approximately $8.54/oz, reflecting its small-tube hydroxyapatite format rather than a per-brush cost difference
- ATTITUDE Training Toothpaste (2.6 oz x 2 at $17.91): approximately $3.44/oz
Small kids' tubes do not compare cleanly on a straight per-ounce basis since training and standard formulas use different tube sizes. Hello Kids is the closest direct, same-size swap for a family used to a standard drugstore tube. RiseWell's small size reflects a training-stage, measured-dose product rather than a markup.
Practical tips for switching
- Finish the current tube first. There is no need to discard a partly used tube of Colgate Kids or Crest Kids before opening a replacement.
- Match the stage, not just the brand. ATTITUDE's training formula is built for toddlers still learning to spit. Hello Kids and RiseWell work for kids who have the brushing routine down but still want a fluoride-free option.
- Expect a different taste and texture. Hydroxyapatite and fluoride-free formulas foam less and taste milder than a conventional fruit-flavored paste. That is expected, not a sign the product is not working.
- If fluoride matters to your family, keep that conversation with your dentist separate from the EWG-flagged ingredients above. All three picks here are fluoride-free; see the FAQ below for how to think about that trade-off.
For more fluoride and fluoride-free options beyond these three, see our full EWG VERIFIED® kids toothpaste guide.
Frequently Asked Questions
Is Colgate Kids toothpaste bad for my child?
NonToxicFinder does not make that determination. What we can state is EWG's own published data: Colgate Kids Cavity Protection Toothpaste rates a 3 on EWG's Skin Deep® database, in the moderate-hazard band, with titanium dioxide, mica, and synthetic flavor flagged as the main contributors. Whether that rating should change what your family uses is a decision for you and your child's dentist, not an outcome this article asserts.
Does EWG certify toothpaste as safe?
No. EWG VERIFIED® means a brand applied to EWG, disclosed its full ingredient list, avoided EWG's restricted chemicals, and passed EWG's review process. EWG Skin Deep® scores an individual product's ingredient list on a hazard scale. Neither is a safety certification, and neither is a health claim made by EWG or by NonToxicFinder.
What's the difference between EWG VERIFIED® and EWG Skin Deep®?
EWG Skin Deep® is a database that scores individual products by ingredient hazard data; a brand doesn't apply for a Skin Deep score. EWG VERIFIED® is a separate program brands apply to join, requiring full ingredient disclosure, avoidance of EWG's restricted chemicals, and ongoing EWG review. A product can rate low-hazard on Skin Deep without carrying the VERIFIED® mark, which is exactly the case for RiseWell and Hello Kids on this list.
Can I switch my child's toothpaste mid-tube, or should I finish the old one first?
There is no need to discard a partially used tube. Finish what is already open, then start the replacement on the next tube. Toothpaste does not need to be swapped mid-use for any EWG-related reason.
Is fluoride-free toothpaste as effective as fluoride toothpaste?
This guide does not take a position either way. Fluoride is the most studied cavity-prevention ingredient in mainstream dentistry, while hydroxyapatite formulas like RiseWell's use a different remineralizing approach that some parents prefer. Whether to use a fluoride or fluoride-free toothpaste for your child is a decision for your dentist or pediatrician, not something an EWG rating or this guide determines.
The Bottom Line
Colgate Kids and Crest Kids both carry EWG Skin Deep® moderate-hazard ratings tied to titanium dioxide, mica, and synthetic flavor or dyes. For full EWG VERIFIED® status at the training stage, ATTITUDE's Baby & Child Training Toothpaste is the direct swap at $17.91. For a same-size, fruit-flavored drop-in replacement, Hello Kids Fresh Watermelon rates Low Hazard on EWG Skin Deep® at $4.96. For a hydroxyapatite option, RiseWell Kids Cake Batter also rates Low Hazard at $5.98. For more fluoride and fluoride-free options, see our EWG VERIFIED® kids toothpaste guide. For the whole family, see our non-toxic toothpaste guide. We earn a commission on purchases through our links; EWG's published data, not commissions, determines what appears here. NonToxicFinder is not affiliated with EWG.
Affiliate Disclosure: This article contains affiliate links. NonToxicFinder (Solved Labs LLC) may earn commissions on qualifying purchases at no extra cost to you. We are not affiliated with, endorsed by, or partnered with the Environmental Working Group.
