Understanding Lead and Toothpaste Safety

Lead is one of those words that can make anyone pause - and rightly so. You want safe, trustworthy products, and at Red Seal, we feel the same.

Some recent independent testing was reported on social media regarding our Kids Berry Bubblicious toothpaste. The findings detected naturally occurring trace lead levels in our Kids Berry Bubblicious toothpaste – which can occur in products made with natural ingredients - but here’s what matters: the amounts were extremely low and well within internationally recognised safety limits.

Our Testing and Standards

We perform annual surveillance and routine heavy metal testing across all Red Seal products. To provide clarity, our Kids Berry Bubblicious Toothpaste consistently tests at less than 0.1 ppm for lead - far below internationally recognised impurity limits for oral care products. Standards such as ISO 11609:2017 and the EU Cosmetic Regulation (EC) No 1223/2009 set thresholds at ≤10 ppm, confirming our products are well within accepted safety parameters.

Putting It in Perspective

Our Kids Berry Bubblicious toothpaste contains hundreds of times less lead than the strictest international safety limits equivalent to 0.03 - 0.067ppm. This is often illustrated as being equivalent to just a few drops in an Olympic‑sized swimming pool.

Why We Aim for the Lowest Possible Levels

Because lead occurs naturally in soil, water, and many raw materials, trace amounts can sometimes be unavoidable. The best approach - and the one we follow - is to keep levels as low as reasonably achievable. That’s why we carefully select and test every ingredient, so you can feel confident about what’s in our products.

Cosmetic, Not Food

It’s also important to remember that toothpaste is classified as a cosmetic, not a food. Toothpaste is classified as a cosmetic because it is not intended to be swallowed. However, we apply rigorous safety standards to ensure it is safe for everyday use, especially for children.

Lead Is Natural - but Still Toxic

Lead occurs naturally in the environment and can be present at trace levels in materials such as minerals and clays. With modern testing able to detect even parts‑per‑billion levels, the focus is on keeping those levels as low as possible.

Reputable brands test for and limit lead to levels far below what’s considered safe - and that’s our commitment at Red Seal.

Simple Ways to Reduce Lead Exposure

While lead is part of the natural environment, you can take easy steps to limit exposure:

• Wash fruits and vegetables thoroughly.
• Run tap water for a few seconds before drinking or cooking.
• Take care with old paint and dust in older homes.
• Use certified cookware and ceramics.
• Choose personal care products - like ours - that follow strict safety standards.

Every ingredient in Red Seal toothpaste is selected with care, and we’re proud to hold the NATRUE certification - one of the most respected standards for natural and safe cosmetics. That means our formulas meet rigorous criteria for purity, quality, and transparency. Your wellbeing is at the heart of everything we do. Find out more about NATRUE here.