A startling new investigation has found that numerous widely used toothpaste brands contain hazardous levels of heavy metals such as lead, arsenic, mercury, and cadmium. According to The Guardian, the study was conducted through third-party laboratory testing initiated by Lead Safe Mama, a consumer safety advocacy group.

Of the 51 toothpaste and tooth powder brands tested, 90% were found to contain lead, while 65% contained arsenic, both of which are highly toxic to human health. Even more concerning, nearly 47% of children’s toothpaste products tested positive for mercury, and 35% contained cadmium.

Brands flagged in the report include major household names like Sensodyne, Crest, Colgate, Tom’s of Maine, Dr Bronner’s, Davids, Dr Jen, and Dr Brite. These findings are especially troubling given the widespread use of these products among both adults and children.

Tamara Rubin, founder of Lead Safe Mama, expressed deep concern over the findings: “It’s unconscionable – especially in 2025. What’s really interesting is that no one thought this was a concern,” she told The Guardian.

Although the levels of heavy metals detected in the products breach state-level regulations in Washington, they currently do not violate federal safety thresholds. However, public health experts argue that these standards are outdated and insufficient to protect vulnerable populations—especially children.

The Mayo Clinic emphasises that there is no safe level of lead exposure, warning that even minimal exposure can lead to serious health consequences.

“Children under 6 years are particularly at risk, as lead poisoning can severely hinder mental and physical development,” the Mayo Clinic notes. In extreme cases, high lead exposure can be fatal.

The products were evaluated through a community-directed, independently funded testing initiative led by Lead Safe Mama, in collaboration with third-party laboratories. The goal of the initiative is to raise awareness about toxic exposures in everyday consumer products.

Consumer advocates are now urging regulatory bodies to revise federal safety standards, increase transparency in product labelling, and hold manufacturers accountable for harmful ingredients in personal care products.