The oral care industry has faced significant scrutiny in recent years, with product recalls and competition concerns affecting millions of consumers worldwide.

If you've been following the toothpaste wars, May 2025 marked a pivotal moment when the oral care industry found itself in the spotlight over a heated dispute between two very different approaches to dental health. On one side, you had Essor Group, the company behind Boka's nano-hydroxyapatite toothpaste, promising a fluoride-free future for oral care. On the other, Procter & Gamble, the giant behind Crest, challenged those very promises through the National Advertising Divis

In January 2025, class action lawsuits were filed that shook the oral care industry to its core. Parents and advocates across the U.S. took a bold stand against iconic brands Crest, Colgate, Tom’s of Maine, Hello Products, Perrigo (Firefly), and Chattem (ACT), demanding answers and accountability for allegedly deceptive and hazardous marketing practices tied to fluoride-based toothpaste and mouthwash for children.

The corporate veil doctrine serves as a judicial remedy rather than a standalone cause of action, allowing courts to look beyond the corporate form when necessary to prevent fraud or achieve equity.