Three new class action lawsuits are putting a familiar toothpaste ingredient under the microscope. According to the complaints filed in federal court in California, consumers say leading toothpaste brands promoted gum-health and anti-gingivitis benefits while failing to disclose that the products contain sodium lauryl sulfate, a detergent-based ingredient the plaintiffs describe as a gum irritant.

Hydroxyapatite is a naturally occurring mineral from the calcium phosphate family. It is not some exotic lab-created compound; it is literally the primary building block of your teeth.

OTC Advertising and Marketing Claims for Oral Care Products: Navigating the Regulatory Landscape, Consumer Trust, and Brand Success

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