Using the right toothpaste is crucial to maintaining good oral hygiene, but with various options on the market, it can be confusing. While all toothpaste cleans teeth, you may also want to reduce sensitivity, whiten teeth, improve gum health or tackle other concerns.
I talked to dentists about how to determine which toothpaste to buy and used their guidance to round up options made with fluoride from brands like Crest, Colgate and Sensodyne. Many of the toothpastes we recommend earned the American Dental Association’s Seal of Acceptance, and the NBC Select staff also tried a handful of them.
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While shopping for toothpaste, experts recommend keeping the following factors in mind.
- American Dental Association Seal of Acceptance: Oral care products like toothpaste, floss, mouthwash and manual and electric toothbrushes can earn the ADA’s Seal of Acceptance. In order to do so, brands submit scientific evidence showing that their products meet specific safety and efficacy criteria, which the ADA evaluates. All ADA-approved toothpastes contain fluoride and are not made with flavoring agents that can cause or contribute to tooth decay, like sugar. This doesn’t mean toothpastes without the ADA’s Seal of Acceptance are ineffective — it just means brands have not voluntarily submitted their products for the ADA to review.
- Fluoride: All of the experts we spoke to recommend choosing a toothpaste that contains fluoride, a cavity-fighting ingredient. Three types of fluoride may be listed on toothpaste ingredient labels, all of which are equally effective: sodium fluoride, stannous fluoride and sodium monofluorophosphate.
- Sodium lauryl sulfate: Sodium lauryl sulfate, commonly referred to as SLS, is an ingredient found in many toothpastes that acts as a detergent for your teeth, says Dr. Lana Rozenberg, dentist and founder of Rozenberg Dental NYC. It’s also what makes some toothpastes foamy. People can be sensitive to SLS, so if you are, look for an SLS-free toothpaste.
- Texture: You’ll commonly find toothpaste texture broken down into gels and pastes. Gel toothpastes have a smooth, non-foamy texture and are typically not abrasive or gritty. Paste toothpastes, on the other hand, tend to be more foamy, thicker, grittier and solid in color, says Rozenberg.
- Specialized options: Beyond protecting teeth from cavities, toothpaste can offer additional benefits like teeth whitening or enamel repair. Some are also designed for those with sensitive teeth. A toothpaste’s packaging and label will say what it specifically targets, so think about whether that aligns with your teeth’s needs.
- Flavor: Toothpaste flavor is entirely a personal preference. But be sure that the toothpaste you choose doesn’t contain flavoring agents like sugar that cause or contribute to tooth decay. All ADA-approved options don’t, so if you’re unsure about a toothpaste, it’s best to go with one that earned the organization’s Seal of Acceptance, experts say.
Best plaque-removing toothpaste: Parodontax Clean Mint Daily Fluoride Toothpaste
What we like
- ADA Seal of Acceptance
Something to note
- Contains SLS
Plaque is a collection of bacteria, food and other debris that sticks to your teeth, experts told us. If it builds up, it can lead to issues like gingivitis, also known as early gum disease, as well as swollen, bleeding gums. Parodontax’s toothpaste is designed to break down and remove plaque, as well as kill bacteria on teeth, according to the brand.
Active ingredients: Stannous fluoride | Texture: Paste | Flavor: Mint | Size: 3.4 oz.
Best sensitive toothpaste: Sensodyne Fresh Mint Sensitivity Protection Toothpaste (2-Pack)
What we like
- ADA Seal of Acceptance
- SLS-free
Something to note
- Nothing to note at this time
Dentin is the soft inner part of your teeth, and if it’s exposed due to enamel erosion, you may experience sensitivity to hot and cold food or beverages, experts told us. Sensodyne’s toothpaste, which won a NBC Select Wellness Award, contains potassium nitrate to help calm the nerves in your teeth and make them less sensitive, according to the brand.
Active ingredients: Sodium fluoride, potassium nitrate | Texture: Paste | Flavor: Mint | Size: 4 oz.
Best pH-balanced toothpaste: CloSYS Fluoride Toothpaste
What we like
- ADA Seal of Acceptance
Something to note
- Contains SLS
CloSYS’s toothpaste offers cavity and enamel protection. It has a pH-balanced formula, which neutralizes plaque bacteria to create a non-acidic environment in the mouth and prevent bad breath, according to the brand.
Active ingredients: Sodium fluoride | Texture: Paste | Flavor: Mint | Size: 7 oz.
Best foaming toothpaste: Colgate Total Plaque Pro-Release Toothpaste
What we like
- Deep clean feeling
Something to note
- Not ADA-approved
- Contains SLS
Colgate’s Total Plaque Pro-Release Toothpaste won a NBC Select Wellness Award and our reviewers say it left their teeth feeling clean and fresh. As you brush, the paste, which offers antibacterial protection, turns into a thick, foamy later. The foam dissolves plaque and lifts it off teeth, especially along the gum line, according to the brand.
Active ingredients: Stannous fluoride | Texture: Paste | Flavor: Mint | Size: 3 oz.
Best sensitive whitening toothpaste: Sensodyne Pronamel Gentle Whitening Toothpaste (3-Pack)
What we like
- SLS-free
Something to note
- Not ADA-approved
This Sensodyne toothpaste is also a NBC Select Wellness Award winner. It gently whitens teeth by removing stains and makes them less sensitive thanks to the potassium nitrate it’s formulated with. The toothpaste, whose tube, cap and carton are recyclable, also remineralizes enamel to strengthen it, according to the brand.
Active ingredients: Sodium fluoride, potassium nitrate | Texture: Paste | Flavor: Mint | Size: 4 oz.
Best whitening toothpaste: Nu Skin AP 24 Whitening Fluoride Toothpaste
Nu Skin’s whitening toothpaste is a NBC Select Wellness Award winner. It uses hydrated silica to remove surface stains from teeth, as well as aluminum hydroxide, a mild abrasive, according to the brand.
Active ingredients: Sodium monofluorophosphate | Texture: Paste | Flavor: Vanilla mint | Size: 4 oz.
Best basic toothpaste: Colgate Cavity Protection Fluoride Toothpaste
What we like
- ADA Seal of Acceptance
Something to note
- Contains SLS
If you don’t have specific dental needs and are looking for a basic fluoride toothpaste, this one from Colgate is a great option. It protects against cavities, thoroughly cleans teeth and freshens breath, according to the brand.
Active ingredients: Sodium monofluorophosphate | Texture: Paste | Flavor: Mint | Size: 6 oz.
Best toothpaste subscription: Quip Anticavity Toothpaste
What we like
- ADA Seal of Acceptance
- SLS-free
Something to note
- Only available via Quip’s site
Quip automatically delivers toothpaste to your door every three months when you sign up for its subscription. That means you won’t have to remember to buy a new tube when you run out. The toothpaste comes in a recyclable tube and it’s also available for one-time purchases.
Active ingredients: Sodium fluoride | Texture: Paste | Flavor: Mint or watermelon | Size: 4.6 oz.
Best toothpaste for all-around protection: Crest Pro-Health Clean Mint Toothpaste (3-pack)
What we like
- ADA Seal of Acceptance
Something to note
- Contains SLS
In addition to offering cavity, gum and enamel protection, this toothpaste removes plaque buildup and tartar, plus it won’t bother sensitive teeth, according to the brand. It’s also made with hydrated silica, a gently abrasive ingredient that scrubs surface stains off teeth. The toothpaste comes in a recyclable carton.
Active ingredients: Stannous fluoride | Texture: Paste | Flavor: Mint | Size: 4.3 oz.
Best gel toothpaste: Aim Cavity Protection Ultra Mint Gel
What we like
- ADA Seal of Acceptance
Something to note
- Contains SLS
Gel toothpastes typically have a smooth texture and don’t get as foamy as thick pastes, experts told us. Aim’s gel toothpaste helps prevent cavities, tooth decay and acid erosion while strengthening enamel and removing plaque, according to the brand.
Active ingredients: Sodium fluoride | Texture: Gel | Flavor: Mint | Size: 5.5 oz.
Best natural toothpaste for sensitive teeth: AloeSense Fluoride Toothpaste
What we like
- ADA Seal of Acceptance
Something to note
- Contains SLS
Many toothpastes for sensitive teeth contain potassium nitrate, but AloeSense’s toothpaste is a natural alternative. It’s made with aloe vera and allantoin, ingredients that naturally soothe sensitive teeth, according to the brand. Aloe vera works to moisturize the mouth, while allantoin gently cleans the teeth and gums.
Active ingredients: Fluoride (type not specified) | Texture: Paste | Flavor: Mint | Size: 5 oz.
Best peppermint toothpaste: Burt’s Bees Complete Multi-Care Toothpaste (3-Pack)
What we like
- ADA Seal of Acceptance
- SLS-free
Something to note
- Nothing to note at this time
Burt’s Bees’ Compete Multi-Care Toothpaste prevents cavities and strengthens enamel while deep cleaning teeth, according to the brand. It also gently removes surface stains thanks to hydrated silica. The toothpaste comes in recyclable packaging.
Active ingredients: Sodium fluoride | Texture: Paste | Flavor: Peppermint | Size: 4.7 oz.
Best toothpaste with baking soda: Arm & Hammer Complete Care Toothpaste (4-Pack)
What we like
- Removes surface stains
Something to note
- Not ADA-approved
- Contains SLS
This toothpaste contains baking soda, also known as sodium bicarbonate. It neutralizes acids in the mouth and gently removes surface stains from teeth to whiten them over time, according to the brand. The smooth toothpaste gets foamy while you brush to help clean along the gum line as well as between teeth.
Active ingredients: Sodium fluoride | Texture: Paste | Flavor: Mint | Size: 6 oz.
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Reading a toothpaste’s ingredient label can tell you a lot about the benefits it offers and what specific needs it targets. Beyond fluoride and SLS, we asked experts to define some common ingredients you may see and what they do — they’re listed below. If you have any questions about how these ingredients relate to your teeth specifically, consult your dentist since they know your oral health status the best, says Dr. Edmond Hewlett, a professor at the UCLA School of Dentistry.
- Xylitol: Xylitol is a sugar alcohol, but unlike sugar that’s in sweets, it does not contribute to cavities and tooth decay. In fact, it does the exact opposite — it prevents decay by reducing the rate at which cavities form, says Rozenberg.
- Hydrated silica: Hydrated silica is usually responsible for the gritty, slightly abrasive texture in toothpaste. A more gritty toothpaste helps remove plaque and surface stains without damaging the teeth or gums. Other abrasive agents you’ll commonly find in toothpaste are calcium carbonate, hydrated aluminum oxides, magnesium carbonate, phosphate sales and silicates, according to the ADA.
- Potassium nitrate: Often found in toothpaste for sensitive teeth, potassium nitrate helps block the transmission of pain signals from the nerves within teeth to your brain, says Rozenberg.
- Sodium bicarbonate: Sodium bicarbonate, also known as baking soda, helps remove plaque from teeth and other debris from the mouth.
- Essential oils: Select essential oils are considered antibacterial, like thymol, menthol, eucalyptol, and methyl salicylate, says Rozenberg. These essential oils can also reduce plaque and gingivitis.
- Zinc chloride: Zinc chloride is an antimicrobial agent in toothpaste. It helps prevent gingivitis, reduce tartar and eliminate bad breath
- Humectants: Humectants like glycerol, propylene glycol and sorbitol minimize water loss in the toothpaste, according to the ADA.
- Thickening agents and binders: Ingredients like mineral or seaweed colloids, natural gums and synthetic cellulose thicken toothpaste and act as stabilizers.
- Peroxide: If you’re shopping for a whitening toothpaste, look for those that contain hydrogen peroxide and/or carbamide peroxide, both of which help lighten stains.
Frequently asked questions
Fluoride is a naturally occurring mineral, varying levels of which are often found in bodies of water like rivers, lakes and oceans, according to the ADA. It’s added to dental health products like toothpaste and mouthwash because it’s proven to effectively fight cavities, protect against acid erosion and strengthen tooth enamel to make it more resistant to decay, says Rozenberg. Your teeth absorb fluoride, which restores lost minerals to eroded areas on the surface, thus rebuilding, strengthening and hardening tooth enamel.
There’s been controversy over fluoride for years since it can be toxic in excessive amounts, says Rozenberg. But it’s one of the most well-documented therapies in dentistry, says Hewlett, and added to dental products in safe, measured amounts. In order for a toothpaste to earn the ADA Seal of Acceptance, it must be fluoridated — no ADA-approved toothpastes are fluoride-free. All the experts we spoke to also recommend choosing a toothpaste that has fluoride.
The U.S. Food and Drug Administration recognizes three types of fluoride as being able to help prevent dental cavities: stannous fluoride , sodium fluoride and s odium monofluorophosphate. Stannous fluoride is also highly effective at fighting bacteria, preventing tooth decay and protecting against plaque buildup. “As a rule of thumb, if you're looking for all-around protection and not just cavity prevention, then stannous fluoride is the preferred fluoride of choice for your oral health,” says Rozenberg. Stannous fluoride can relieve tooth sensitivity, too.
Sodium lauryl sulfate, or SLS, acts as a detergent in toothpaste to help remove food, debris and other particles from your teeth, says Rozenberg. It also has mild antimicrobial properties and is responsible for creating the foam that forms as you brush your teeth — “the more foamy the toothpaste, the more SLS used in it,” she says. Foam helps evenly distribute the active ingredients in toothpaste across your teeth, some of which polish them or help strengthen enamel.
Some people are sensitive to SLS, and if so, using toothpaste that contains it can cause mouth ulcers, gum irritation and swelling, says Rozenberg. In these cases, experts recommend choosing a SLS-free toothpaste — read the ingredient label on a toothpaste’s packaging to determine whether it contains SLS.
Similar to how it purifies water, charcoal is often thought of as an ingredient that can absorb toxins and bacteria on your teeth or in your mouth. However, our experts agree that you should not use it. There are no charcoal toothpastes with the ADA Seal of Acceptance, and a study published in The Journal of The American Dental Association found that there wasn’t enough evidence to support efficacy claims. Experts also say that using charcoal toothpaste may damage the outer layer of enamel since charcoal is abrasive.
“Currently, the FDA does not define the term ‘natural toothpaste,’ which leaves consumers to define what natural means to them," says Dr. Kate Zoumboukos, who practices dentistry at SW Austin Dental in Texas. Some brands use the term “natural toothpaste” to describe options that are free of artificial flavors and ingredients, preservatives, sweeteners and dyes. Experts agree that any toothpaste marketed as "natural" is effective so long as it contains fluoride, and it’s even better if it also has the ADA Seal of Acceptance.
Toothpaste most often comes in a gel or paste form, but some brands sell solid toothpaste, usually in the form of a tablet you chew into a gum-like substance before brushing your teeth with it. There are no solid toothpaste options that have the ADA Seal of Acceptance, so shop with caution and ensure anything you try contains fluoride.
There’s really no difference in effectiveness between toothpaste for kids and adults — it’s more a matter of flavors and packaging, experts told us. With that being said, the American Academy of Pediatric Dentistry recommends children start using toothpaste with fluoride as soon as their first tooth appears. Experts say this is usually around six months, but for some kids, it can be even younger. You can start with a fluoridated kids toothpaste and then transition to an adult toothpaste later on, or start with an adult toothpaste right away. Sometimes kids don’t like the flavor of adult toothpaste, so consider trying a few yourself and using the one with a very mild flavor for your child.
At NBC Select, we work with experts who have specialized knowledge and authority based on relevant training and/or experience. We also take steps to ensure that all expert advice and recommendations are made independently and with no undisclosed financial conflicts of interest.
- Dr. Lana Rozenberg, DDS, is the founder of Rozenberg Dental NYC.
- Dr. Edmond Hewlett, DDS, is a professor at the UCLA School of Dentistry, where he also serves as the associate dean for equity, diversity and inclusion.
- Dr. Kate Zoumboukos, DMD, practices dentistry at SW Austin Dental in Texas. She also participates in humanitarian dental mission trips and routinely speaks to local schools about the dental profession.
Zoe Malin is an associate updates editor at NBC Select who writes about dental care, including stories on electric toothbrushes, different types of toothpaste, at-home whitening treatments, floss and water flossers. For this article, she interviewed three experts about how to shop for toothpaste and rounded up options that met their guidance.
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