'Natural' Oral Care Settlements Signal Risk For Ingredients Despite Regulatory Void

Colgate's Tom's of Maine and Hello Products separately agree to revise "natural" labeling and marketing for toothpastes containing sodium lauryl sulfate and xylitol to settle lawsuits alleging deception. Mary Kay also faces a class action for its Obsessively Natural Kids 100% Natural Toothpaste.

Federal court settlements should give pause to oral care product firms about using sodium lauryl sulfate and xylitol in products labeled and marketed as "natural," even as FDA hedges on whether it will conduct a rulemaking on use of the term in product labeling.

Colgate-Palmolive Co

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