KLYYR Labs · Report 002
Kids Toothpaste Label Audit.
Headline finding
Klyyr read the current labels of 22 US kids toothpastes from Crest, Colgate, Hello, Tom's of Maine, Burt's Bees, Orajel, Tanner's, and six hydroxyapatite brands. All 11 fluoride tubes print a strength, but none print it in ppm. Converted, they sit at 1,000–1,100 ppm, the same range as adult drugstore pastes. FD&C or D&C dyes appear on 4 of 22, all from Colgate and Crest. SLS appears on 6. 17 of 22 describe the flavor with a flavor word and nothing else.
This is a label audit, not a safety ranking and not dental advice.
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0 / 11
fluoride tubes print a ppm number
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4 / 22
use FD&C or D&C dyes
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6 / 22
contain SLS
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17 / 22
hide flavor behind a flavor word
Method
Read on 27 September 2026. 22 US kids toothpastes, one named SKU and flavor per row: 11 fluoride, 5 fluoride-free, and 6 hydroxyapatite. Sources: DailyMed / FDA Structured Product Labels for every fluoride tube; brand ingredient lists or P&G SmartLabel for fluoride-free and hydroxyapatite tubes.
Fluoride: a strength counts when the Drug Facts panel prints a salt percentage or ppm. ppm is computed from the salt percentage using fluoride's share of the salt's weight (sodium fluoride 45.2%, stannous fluoride 24.2%, sodium monofluorophosphate 13.2%) and rounded to the nearest 50. “Prints ppm” counts only a literal ppm figure. Dyes: FD&C, D&C, or CI colorants; titanium dioxide and mica are recorded separately. SLS: sodium lauryl sulfate only. Flavor: generic means every flavor ingredient is a flavor or aroma word, with or without a taste name (“flavor,” “natural flavor,” “natural strawberry flavor”).
Excluded because no current primary-source label could be read: Aquafresh Kids, Crest character tubes, Dr. Jen Kids, and Twice or Grin kids SKUs. Hello Unicorn Sparkle shares Dragon Dazzle's inactive list and is noted, not duplicated. The full exclusion list is in the JSON.
Part of the Klyyr Labs label-audit series. Built on the sample, sources, and disclosure rules of the 2026 Toothpaste Transparency Report.
What the labels show
01 · Fluoride
0 of 11 fluoride tubes print ppm
Every fluoride kids tube prints a salt percentage: sodium fluoride 0.24–0.243%, stannous fluoride 0.454%, or sodium monofluorophosphate 0.76%. Converted, that is 1,000–1,100 ppm. Adult pastes in the 2026 report run 950–1,500 ppm. For children the dose is set by the amount: a rice-grain smear under 3, pea-sized for 3–6.
02 · Dyes
4 of 22 use dyes, all Colgate and Crest
Crest Kids Sparkle Fun lists Blue 1. Crest Kids Strawberry Rush lists Red 40. Both Colgate Kids Bubble Fruit tubes list Blue 1 and Yellow 10. No Hello, Tom's, Burt's Bees, Orajel, Tanner's, or hydroxyapatite tube in the set lists an FD&C or D&C dye.
03 · Pigment
Titanium dioxide is on 8 of 22
Every Hello and Burt's Bees tube in the set lists titanium dioxide, as do Tanner's and two Crest tubes. It is a white pigment, recorded separately from dyes, so a tube can be dye-free and still list it.
04 · SLS
6 of 22 contain SLS
All three Crest Kids tubes, both Colgate Kids fluoride tubes, and Tom's of Maine Kids Silly Strawberry list sodium lauryl sulfate. No fluoride-free or hydroxyapatite kids tube in the set does.
05 · Flavor
17 of 22 say only “flavor”
Bubble Fruit, Sparkle Fun, and Strawberry Rush are front-of-pack names. On the back, most labels print only “flavor” or “natural flavor.” RiseWell names vanilla fruit extract. Boka, Tom's Silly Strawberry, and Orajel's training paste add a named fruit extract or juice to a flavor word.
06 · Hydroxyapatite
3 of 6 HAp kids tubes publish a percentage
RiseWell Kids states 10% micro-HAp, RiseWell Kids PRO states 10% micro plus 5% NanoXIM CarePaste, and Mouthology Kids states 5%. Boka, Davids, and Wellnesse list hydroxyapatite without a number, the same pattern the 2026 report found in adult pastes.
The 22-tube dataset
One named SKU and flavor per row. Filter, search, then open the source. Klyyr One+ appears as a reference row: it is an adult paste, scored with the same rules, and excluded from every count.
| Product | Type | Fluoride on label | ≈ ppm F | HAp % | FD&C / D&C dye | TiO2 | SLS | Flavor | Source |
|---|---|---|---|---|---|---|---|---|---|
| CrestKid's Crest Cavity Protection Sparkle Fun | fluoride | Sodium fluoride 0.243% (0.15% w/v fluoride ion) | ≈1,100 | n/a | FD&C Blue No. 1 (CI 42090) | yes | yes | generic flavor |
Source |
| CrestKid's Crest Cavity Protection Strawberry Rush | fluoride | Sodium fluoride 0.243% (0.15% w/v fluoride ion) | ≈1,100 | n/a | FD&C Red No. 40 (CI 16035) | no | yes | generic flavor |
Source |
| CrestKid's Crest Advanced Enamel + Cavity Protection (Strawberry) | fluoride | Stannous fluoride 0.454% (0.15% w/v fluoride ion) | ≈1,100 | n/a | none | yes | yes | generic flavor |
Source |
| ColgateColgate Kids Maximum Cavity Protection (Bubble Fruit) | fluoride | Sodium Fluoride 0.24% (0.15% w/v fluoride ion) | ≈1,100 | n/a | FD&C Blue No. 1 (CI 42090), D&C Yellow No. 10 (CI 47005) | no | yes | generic Flavor |
Source |
| ColgateColgate Kids Cavity Protection Bubble Fruit (Pokémon / Bluey / Minecraft character tubes) | fluoride | Sodium Fluoride 0.24% (0.15% w/v fluoride ion) | ≈1,100 | n/a | FD&C Blue No. 1 (CI 42090), D&C Yellow No. 10 (CI 47005) | no | yes | generic Flavor |
Source |
| ColgateColgate My First Baby and Toddler Fluoride-Free Toothpaste (with toothbrush) | fluoride-free | none | — | n/a | none | no | no | generic Flavor |
Source |
| HelloHello Kids Fluoride Toothpaste (Wild Strawberry) | fluoride | Sodium fluoride 0.24% (0.15% w/v fluoride ion) | ≈1,100 | n/a | none | yes | no | generic flavor |
Source |
| HelloHello Kids Dragon Dazzle Fluoride Toothpaste (Blue Raspberry) | fluoride | Sodium fluoride 0.24% (0.15% w/v fluoride ion) | ≈1,100 | n/a | none | yes | no | generic flavor |
Source |
| HelloHello Kids Fresh Watermelon Fluoride Free Toothpaste | fluoride-free | none | — | n/a | none | yes | no | generic Flavor |
Source |
| Tom's of MaineTom's of Maine Kid's Fluoride Anticavity Toothpaste (Silly Strawberry) | fluoride | Sodium monofluorophosphate 0.76% (0.13% w/v fluoride ion) | ≈1,000 | n/a | none | no | yes | mixed natural flavor, strawberry juice, other natural flavor |
Source |
| Tom's of MaineTom's of Maine Fluoride-Free Toddler Training Toothpaste (Mild Fruit) | fluoride-free | none | — | n/a | none | no | no | generic Natural Flavor |
Source |
| Burt's BeesBurt's Bees Kids Fluoride Toothpaste (Strawberry Splash) | fluoride | Sodium fluoride 0.243% (0.14% w/v fluoride ion) | ≈1,100 | n/a | none | yes | no | generic flavor*, *Natural Flavor |
Source |
| Burt's BeesBurt's Bees Kids Toothpaste, Fluoride Free (Fruit Fusion) | fluoride-free | none | — | n/a | none | yes | no | generic Flavor |
Source |
| OrajelOrajel Naturals Kids PAW Patrol Anti-Cavity Fluoride Toothpaste (Natural Fruity Bubbles) | fluoride | Sodium fluoride 0.24% (0.15% w/v fluoride ion) | ≈1,100 | n/a | none | no | no | generic natural flavor |
Source |
| OrajelOrajel Kids CoComelon Fluoride-Free Training Toothpaste (Natural Watermelon) | fluoride-free | none | — | n/a | none | no | no | mixed Natural Flavor, Musa Sapientum Extract (banana) |
Source |
| Tanner's Tasty PasteTanner's Tasty Paste Anticavity Fluoride Toothpaste (Vanilla Bling) | fluoride | Sodium fluoride - 0.243% | ≈1,100 | n/a | none | yes | no | generic Flavor |
Source |
| RiseWellRiseWell Kids Hydroxyapatite Toothpaste (Cake Batter / Birthday Cake) | hap | none | — | 10% micro-hydroxyapatite | none | no | no | named Vanilla Planifolia Fruit Extract |
Source |
| RiseWellRiseWell Kids PRO Hydroxyapatite Toothpaste (Cake Batter) | hap | none | — | 5% nano-hydroxyapatite (NanoXIM CarePaste) + 10% micro-hydroxyapatite | none | no | no | named Vanilla Planifolia Fruit Extract |
Source |
| BokaBoka Strawberry Mango Kids Nano-hydroxyapatite Toothpaste | hap | none | — | not disclosed | none | no | no | mixed Natural Flavor (aroma), Mangifera Indica (Mango) Fruit Extract |
Source |
| MouthologyMouthology Kids Hydroxyapatite Toothpaste (Strawberry-Watermelon) | hap | none | — | 5% | none | no | no | generic Natural Flavor |
Source |
| DavidsDavids Hydroxi Kids + Adults Nano-Hydroxyapatite Toothpaste (Strawberry Watermelon) | hap | none | — | not disclosed | none | no | no | generic natural flavor |
Source |
| WellnesseWellnesse Strawberry Toothpaste (kids) | hap | none | — | not disclosed | none | no | no | generic Natural Strawberry Flavor |
Source |
| KlyyrOne+ (adult paste, reference row) | hap | none | — | 10% (nano + micro) | none | no | no | named Mentha Piperita (Peppermint) Oil, Mentha Viridis (Spearmint) Leaf Oil, Menthol |
Source |
≈ ppm F is computed from the printed salt percentage (w/w). HAp % is recorded only when the brand states a number. TiO2 is titanium dioxide, a white pigment, not a dye.
Download JSON Download CSV CC BY 4.0. Reuse with attribution.
How to cite this report
The table, JSON, and CSV are free to reuse under CC BY 4.0. Name Klyyr, link this page, and keep the audit date. Corrections and label updates: hello@klyyr.com.
Klyyr. (2026, September 27). Kids Toothpaste Label Audit 2026. https://www.klyyr.com/pages/kids-toothpaste-label-audit-2026
Read the Drug Facts, not the character on the box. Then use the right amount on the brush.
Klyyr manufactures One+, which is included and scored with the same rules as every other row. This is a public-label record, not a clinical comparison, not a ranking of efficacy, and not dental advice. Formulas change. Confirm the carton or Drug Facts before quoting a cell.
01 Do kids toothpastes have less fluoride than adult toothpaste?
Not in this set. The 11 fluoride kids tubes print 0.24–0.243% sodium fluoride, 0.454% stannous fluoride, or 0.76% sodium monofluorophosphate, which is about 1,000–1,100 ppm. The adult pastes in the fluoride strength chart run 950–1,500 ppm. What changes for a child is the amount: a rice-grain smear under age 3 and a pea-sized amount for ages 3–6.
02 Which kids toothpastes contain artificial dyes?
Crest Kids Sparkle Fun (Blue 1), Crest Kids Strawberry Rush (Red 40), and Colgate Kids Maximum Cavity Protection and Cavity Protection Bubble Fruit (Blue 1 and Yellow 10). See the titanium dioxide and dye table for adult pastes.
03 Which kids toothpastes contain SLS?
All three Crest Kids tubes, both Colgate Kids fluoride tubes, and Tom's of Maine Kids Silly Strawberry. The fluoride-free and hydroxyapatite kids tubes in this set do not list sodium lauryl sulfate.
04 What does “natural flavor” mean on a kids toothpaste?
It is a flavor word, not an ingredient name. The label does not say which oils or extracts are in it. This audit counts “flavor,” “natural flavor,” and “natural strawberry flavor” the same way: generic.
05 Is One+ a kids toothpaste?
No. One+ is an adult paste. It appears as a reference row, scored with the same rules, and is excluded from every count. For hydroxyapatite and children, read hydroxyapatite toothpaste for kids.