{
  "title": "Klyyr 2026 Whitening Toothpaste Claim Audit",
  "version": "2026.1",
  "audit_date": "2026-09-27",
  "citation": "Klyyr. (2026, September 27). Whitening Toothpaste Claim Audit 2026. https://www.klyyr.com/pages/whitening-toothpaste-claim-audit-2026",
  "methodology": {
    "sample": "Every SKU in the 2026 Toothpaste Transparency Report whose product name or front-of-pack claim uses whitening, white, or whiten.",
    "route_rule": "A whitening route counts only when a named ingredient on the back label supplies it: peroxide (hydrogen peroxide, sodium carbonate peroxide, PAP), blue covarine (CI 74160), charcoal, hydroxyapatite, enzymes (papain, bromelain), pyro- or polyphosphates, or baking soda.",
    "no_route": "no named route means the label relies on ordinary abrasives (silica, calcium carbonate) with none of the routes above.",
    "chemical_or_optical": "yes when the label lists a peroxide or blue covarine, the two routes that change tooth color rather than remove surface stain.",
    "rda": "RDA values come from the Klyyr 2026 RDA disclosure record and count only when the brand or a primary source states them."
  },
  "license": "CC BY 4.0",
  "parent_dataset": "https://www.klyyr.com/pages/toothpaste-transparency-report-2026",
  "conflict_of_interest": "Klyyr manufactures One+, which is included and scored with the same rules as every other row.",
  "corrections": "hello@klyyr.com",
  "summary": {
    "whitening_claims": 23,
    "no_named_route": 5,
    "no_peroxide_or_optical": 19,
    "peroxide": 4,
    "no_rda": 19,
    "route_counts": {
      "Hydroxyapatite": 13,
      "Baking soda": 9,
      "Pyro- / polyphosphate": 6,
      "no named route": 5,
      "Peroxide": 4,
      "Enzymes": 2,
      "Charcoal": 1
    }
  },
  "rows": [
    {
      "id": "davids-hydroxi",
      "brand": "Davids",
      "product": "Hydroxi Whitening + Enamel Health",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Hydroxyapatite",
        "Baking soda"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Calcium carbonate",
        "Hydrated silica"
      ],
      "rda_published": "101-111",
      "source_url": "https://davids-usa.com/products/davids-hydroxi-whitening-enamel-health-nano-hydroxyapatite-premium-toothpaste-peppermint"
    },
    {
      "id": "dr-jen-super-paste",
      "brand": "Dr. Jen Natural",
      "product": "Super Paste Nano-Hydroxyapatite + Fluoride",
      "category": "hap",
      "claim": "Drug Facts box: “Whitens Teeth”",
      "routes": [
        "Hydroxyapatite"
      ],
      "route_ingredients": [
        "Hydroxyapatite"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica",
        "Calcium carbonate"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/drugInfo.cfm?setid=5f08d994-e458-42b2-aa39-e84fca3acf48"
    },
    {
      "id": "wellnesse-whitening",
      "brand": "Wellnesse",
      "product": "Whitening Toothpaste (Original Mint)",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Hydroxyapatite",
        "Baking soda"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Calcium carbonate",
        "Silica"
      ],
      "rda_published": "119",
      "source_url": "https://wellnesse.com/products/toothpaste"
    },
    {
      "id": "mysmile-misty-mint",
      "brand": "MySmile",
      "product": "Nano-Hydroxyapatite Toothpaste, Misty Mint",
      "category": "hap",
      "claim": "front panel",
      "routes": [
        "Hydroxyapatite",
        "Baking soda"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://us.amazon.com/MySmile-Hydroxyapatite-Toothpaste-Remineralizing-Mineralization/dp/B0FM2SGXFH"
    },
    {
      "id": "twice-happy-mint",
      "brand": "Twice",
      "product": "Happy Mint Whitening with 5% Nano-Hydroxyapatite",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Hydroxyapatite",
        "Enzymes",
        "Pyro- / polyphosphate",
        "Baking soda"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Bromelain",
        "Papain",
        "Tetrasodium pyrophosphate",
        "Sodium hexametaphosphate",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://smiletwice.com/products/happy-mint-whitening-toothpaste-with-5-nano-hydoxapatite-fluoride-free-peroxide-free-3-4-oz"
    },
    {
      "id": "lumineux-10-nha",
      "brand": "Lumineux",
      "product": "10% Nano Hydroxyapatite Performance Whitening",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Hydroxyapatite"
      ],
      "route_ingredients": [
        "Hydroxyapatite"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://lumineuxhealth.com/products/10-nano-hydroxyapatite-toothpaste-2-pack"
    },
    {
      "id": "periobiotic-silver",
      "brand": "Designs for Health",
      "product": "PerioBiotic Silver (Spearmint)",
      "category": "hap",
      "claim": "front panel",
      "routes": [
        "Hydroxyapatite",
        "Baking soda"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://fullscript.com/catalog/products/periobiotic-silver-spearmint-toothpaste"
    },
    {
      "id": "grants-whitening-ha",
      "brand": "Grants of Australia",
      "product": "Whitening +HA Natural Toothpaste",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Hydroxyapatite",
        "Baking soda"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Calcium carbonate",
        "Silica"
      ],
      "rda_published": "not published",
      "source_url": "https://www.grantsofaustralia.com.au/products/whitening-ha-natural-toothpaste-fluoride-free-110g"
    },
    {
      "id": "curaprox-black-is-white",
      "brand": "Curaprox",
      "product": "Black is White",
      "category": "hap",
      "claim": "product name: “White”",
      "routes": [
        "Charcoal",
        "Hydroxyapatite"
      ],
      "route_ingredients": [
        "Charcoal",
        "Hydroxyapatite"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "90",
      "source_url": "https://curaprox.ch/products/black-is-white-90-ml"
    },
    {
      "id": "hismile-pap",
      "brand": "Hismile",
      "product": "PAP+ Whitening Toothpaste",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Peroxide",
        "Hydroxyapatite"
      ],
      "route_ingredients": [
        "PAP (phthalimidoperoxycaproic acid)",
        "Hydroxyapatite"
      ],
      "chemical_or_optical": "yes",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://www.crowleyspharmacy.com/products/hismile-whitening-pap-toothpaste"
    },
    {
      "id": "spotlight-whitening-pro",
      "brand": "Spotlight Oral Care",
      "product": "Advanced Action Whitening Pro",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Peroxide",
        "Hydroxyapatite",
        "Pyro- / polyphosphate",
        "Baking soda"
      ],
      "route_ingredients": [
        "PAP (phthalimidoperoxycaproic acid)",
        "Hydrogen peroxide",
        "Hydroxyapatite",
        "Pentasodium triphosphate",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "yes",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://uk.spotlightoralcare.com/products/advanced-action-whitening-pro-toothpaste"
    },
    {
      "id": "moon-platinum",
      "brand": "Moon",
      "product": "Platinum Advanced Whitening Anticavity",
      "category": "hap",
      "claim": "product name: “Advanced Whitening”",
      "routes": [
        "Hydroxyapatite"
      ],
      "route_ingredients": [
        "Hydroxyapatite"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica",
        "Kaolin clay"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/drugInfo.cfm?setid=ded3a5a6-2883-f3de-e053-2a95a90afb94"
    },
    {
      "id": "himalaya-extra-strength",
      "brand": "Himalaya",
      "product": "Whitening+ Hydroxyapatite Extra Strength Mint",
      "category": "hap",
      "claim": "product name: “Whitening”",
      "routes": [
        "Hydroxyapatite",
        "Enzymes"
      ],
      "route_ingredients": [
        "Hydroxyapatite",
        "Bromelain",
        "Papain"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://www.smallflower.com/products/himalaya-whitening-plus-hydroxyapatite-extra-strength-mint-3-oz"
    },
    {
      "id": "colgate-total-sf",
      "brand": "Colgate",
      "product": "Total SF Whitening Paste",
      "category": "conventional",
      "claim": "product name: “Whitening”",
      "routes": [
        "Pyro- / polyphosphate"
      ],
      "route_ingredients": [
        "Tetrasodium pyrophosphate"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/drugInfo.cfm?setid=7f6b6aa8-50da-151b-c448-9e427d37398f"
    },
    {
      "id": "crest-3d-brilliance",
      "brand": "Crest",
      "product": "3D White Brilliance",
      "category": "conventional",
      "claim": "product name: “White”",
      "routes": [
        "Peroxide",
        "Pyro- / polyphosphate"
      ],
      "route_ingredients": [
        "Hydrogen peroxide",
        "Disodium pyrophosphate",
        "Tetrasodium pyrophosphate"
      ],
      "chemical_or_optical": "yes",
      "abrasives": [
        "Calcium pyrophosphate"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/drugInfo.cfm?setid=338acdf2-548c-0614-e063-6294a90af635"
    },
    {
      "id": "crest-pro-health",
      "brand": "Crest",
      "product": "Pro-Health Advanced",
      "category": "conventional",
      "claim": "front panel: “Whitening Power”",
      "routes": [
        "Pyro- / polyphosphate"
      ],
      "route_ingredients": [
        "Sodium hexametaphosphate"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/drugInfo.cfm?setid=42eef404-1d12-5991-e054-00144ff8d46c"
    },
    {
      "id": "sensodyne-pronamel",
      "brand": "Sensodyne",
      "product": "Pronamel Gentle Whitening",
      "category": "conventional",
      "claim": "product name: “Whitening”",
      "routes": [
        "no named route"
      ],
      "route_ingredients": [],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/services/v2/spls/edffce4d-108b-4ffd-9adf-e12cb42ffddd.xml"
    },
    {
      "id": "ah-advance-white",
      "brand": "Arm & Hammer",
      "product": "Advance White Extreme Whitening",
      "category": "conventional",
      "claim": "product name: “White”",
      "routes": [
        "Peroxide",
        "Pyro- / polyphosphate",
        "Baking soda"
      ],
      "route_ingredients": [
        "Sodium carbonate peroxide",
        "Tetrasodium pyrophosphate",
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "yes",
      "abrasives": [
        "Silica"
      ],
      "rda_published": "47",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/services/v2/spls/b539264f-e1ff-440b-af76-84266fe2c0a2.xml"
    },
    {
      "id": "aquafresh-extreme-clean",
      "brand": "Aquafresh",
      "product": "Extreme Clean Whitening Action",
      "category": "conventional",
      "claim": "product name: “Whitening”",
      "routes": [
        "no named route"
      ],
      "route_ingredients": [],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/services/v2/spls/aaff19d9-4ba5-462a-893b-7220feb25d6c.xml"
    },
    {
      "id": "hello-naturally-whitening",
      "brand": "Hello",
      "product": "Naturally Whitening Anticavity Fluoride",
      "category": "conventional",
      "claim": "product name: “Whitening”",
      "routes": [
        "Baking soda"
      ],
      "route_ingredients": [
        "Sodium bicarbonate (baking soda)"
      ],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica",
        "Calcium carbonate"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/services/v2/spls/5ad241e1-6bfc-7863-6a7a-100753651f0a.xml"
    },
    {
      "id": "native-whitening",
      "brand": "Native",
      "product": "Whitening Wild Mint & Peppermint Oil",
      "category": "conventional",
      "claim": "product name: “Whitening”",
      "routes": [
        "no named route"
      ],
      "route_ingredients": [],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/services/v2/spls/a5248d35-f488-3457-e053-2995a90a411e.xml"
    },
    {
      "id": "burst-wild-mint",
      "brand": "Burst",
      "product": "Fluoride Whitening / Wild Mint",
      "category": "conventional",
      "claim": "product name: “Whitening”",
      "routes": [
        "no named route"
      ],
      "route_ingredients": [],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://burstoralcare.com/products/toothpaste-fluoride"
    },
    {
      "id": "closeup-red-gel",
      "brand": "Close-Up",
      "product": "Freshening Gel Red",
      "category": "conventional",
      "claim": "front panel: “gently whitening”",
      "routes": [
        "no named route"
      ],
      "route_ingredients": [],
      "chemical_or_optical": "no",
      "abrasives": [
        "Hydrated silica"
      ],
      "rda_published": "not published",
      "source_url": "https://dailymed.nlm.nih.gov/dailymed/fda/fdaDrugXsl.cfm?setid=e660b0d7-4cc5-4028-bdf5-016b85899728"
    }
  ]
}