Hardworking by Nature

Your teeth are a product of nature

Built from minerals. Shaped over time. Strengthened by natural processes that have been millions of years in the making.

Toothpaste inspired by nature's best

Nature has spent millions of years developing remarkable minerals and botanicals – mint, propolis and baking soda have been used for generations; because they’ve proven their worth over time.

And for over 100 years, we've followed nature's lead. Guided by our founder's naturopathic philosophy, we create New Zealand-made toothpaste inspired by some of nature's hardest-working ingredients.

That's what we call Hardworking by Nature.

Free from harsh ingredients

Every ingredient is carefully selected to meet NATRUE's strict natural standards - an international certification system to ensure ingredient clarity and product transparency.

At Red Seal we know you want a toothpaste that does the job, but one that also fits in with your values.

By harnessing nature-inspired ingredients, the result is a range of toothpastes that work hard every day, to help clean teeth and support everyday oral care without SLS, parabens, synthetic colours, flavours or preservatives.

*Propolis is not vegan friendly.

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Find the toothpaste that's right for you.

Fluoride Fluoride Free Hydroxyapatite

Toothpaste made in New Zealand.

Whatever you reach for, be it fluoride, fluoride-free, mint-free or hydroxyapatite, every Red Seal toothpaste is formulated, made and packaged right here in our factory in New Zealand.

Made in NZ

NATRUE Certification. A benchmark you can trust.

Only around 200 brands worldwide can call themselves Natrue certified, and we're proud to be one of them. It means every ingredient we use is checked and rechecked against Natrue Certification standards. Being transparent with what's inside, keeps our toothpaste honest.

Look for the Natrue mark alongside our Red Seal logo.

NATRUE

Does Red Seal test on animals?

We can assure you there is no animal testing with any Red Seal products, and we have never conducted any testing on animals. Our quality control team, along with our technical team perform numerous tests to ensure our products are safe and suitable for consumer use without the need to test on animals.

What are the marks on Red Seal toothpaste tubes?

These little squares are a clever piece of code for our packing machines! They're called “eye marks”, and are used in the packaging process, letting machines know when to perform certain tasks such as cutting or crimping tubes. There are two things that determine the colour of these squares.

1. They need to have good contrast against the background colour.

and

2. They need to use one of the colours already present on the packs.

At Red Seal we use a dark grey for the eye marks – the same dark grey used for pack copy – as we know it offers a good contrast against white background.

Does Red Seal toothpaste contain palm oil?

All our NATRUE certified ranges in Australia and New Zealand are made with non-palm oil based ingredients.

Are Red Seal toothpaste tubes recyclable?

At Red Seal, we're committed to reducing our environmental impact and continually improving our practices for both our customers and the planet. While our current toothpaste tubes are not recyclable, we are excited to share that we're in the final stages of validating a recyclable material for our tubes. The challenge lies in making sure our potent ingredients, such as our essential oils don't interact adversely with the plastic.

We aim to implement this new packaging starting in mid 2026. We know this change is important, and our team are working diligently to deliver a tube that is more sustainable and ensures the integrity of your Red Seal toothpaste.

Are Red Seal toothpaste lids recyclable?

For NZ:

Red Seal toothpaste lids are made of polypropylene, a material that is readily recyclable. However, recent changes in kerbside recycling legislation in New Zealand mean that lids are no longer accepted in kerbside recycling.

There is an industry-led initiative working on a Cap and Lid Collection and Recycling scheme. If this scheme proves effective, we will support it. In addition to this, we are in the process of trialling an alternative tube material, which if successful will be able to be recycled via the soft plastics recycling scheme, with lids remaining attached when returned with tubes. We hope to start rolling out this change during 2026.

For AU:

We are currently trialling recyclable tubes. Once available, the caps will be able to be combined with the tubes and be kerbside recyclable. We are committed to making these improvements and appreciate your support as we work towards more sustainable solutions.

What about Terracycle?

Unfortunately our tubes cannot be currently kerbside recycled in Australia or New Zealand as they are made from different layers of plastic and aluminium to maintain the freshness and integrity of our toothpaste. This multi-material design means they cannot be kerbside recycled. Our tubes cannot be recycled through Terracycle either, as we are not a member of this programme. But we're we are excited to share that we're in the final stages of validating a recyclable material for our tubes. The challenge lies in making sure our potent ingredients, such as our essential oils don't interact adversely with the plastic.

Are your toothpastes tested for heavy metals?

Red Seal toothpaste products are routinely tested for heavy metals to ensure safety and compliance. The results for Red Seal Toothpaste range are as follows:

• Arsenic: < 0.1 ppm

• Cadmium: < 0.01 ppm

• Mercury: < 0.01 ppm

• Lead: < 0.1 ppm

These levels are well within the legislative requirements for quality and safety. Red Seal is committed to maintaining the highest standards in product quality and consumer safety.

What is SLS and is it in Red Seal toothpastes?

SLS has been removed from our NATRUE Certified toothpastes. Look for the NATRUE logo on the back of the pack to be sure.

SLS is considered safe when used as recommended and historically, SLS was used in our toothpaste formulations when there were limited ingredient options for creating effective products. However, as we've advanced our formulations with developing technology, ingredients and knowledge, we were able to phase out SLS from all Red Seal toothpastes in New Zealand and Australia.

What is NATRUE?

NATRUE is an international, not-for-profit association dedicated to protecting consumers and supporting manufacturers of natural and organic cosmetics. A NATRUE badge is a trusted mark, indicating that the product and brand are committed to natural and organic practices. In the case of Red Seal, our toothpastes are certified natural to the NATRUE standard. To learn more about natural certification, visit www.natrue.org.

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