Colgate redesigns children’s toothpaste packaging following Texas AG's Civil Investigative Demands

Colgate fluoride toothpastes for children will have a new look and marketing campaign later this year, so prepare to bid farewell to the famous Colgate “swirl” on children’s packaging. The company’s move is in response to the Civil Investigative Demands (CIDs) issued by Texas Attorney General Ken Paxton in May 2025.

Paxton launched his investigation into Colgate, as well as Procter & Gamble, maker of Crest toothpaste, as part of the "Make America Healthy Again" movement, in response to some scientific evidence that states too much exposure to fluoride is not safe for children. He declared the companies are “illegally” marketing their products.

The Texas attorney general said the companies are “marketing toothpaste products to parents and children in ways that are misleading, deceptive, and dangerous,” and encourage children to ingest toothpaste, according to a press release from Paxton’s office in May 2025.¹

In August 2024, “The Department of Health and Human Services’ National Toxicology Program released a meta-analysis that found a statistically significant association between fluoride exposure and lower IQ scores in children,” also according to the press release.¹ 

New labels highlight safe use

In response, watch for Colgate’s new packaging and marketing on November 1 online, and later on store shelves. The new look will depict “safe and appropriate amounts of toothpaste” for its Colgate, Tom’s of Maine, and Hello brands, which is a “pea-sized” amount of toothpaste for children three to six, and a “smear” of toothpaste for children under three.

Colgate labels have always indicated the recommended amount of toothpaste that children should use, and those will not change. Paxton issued the CIDs regarding the visuals on Colgate packaging that indicated different amounts, and that he declared misleading and illegal.

In response to Colgate’s announcement to update packaging, Paxton said, “This historic agreement is an incredible example of what’s possible when American companies are willing to take concrete steps to protect the health of our children and families. We commend Colgate for being the first major toothpaste manufacturer to make meaningful change in this space and hope other companies follow their lead.”2

According to Reuters, a study published in January 2025 in JAMA Pediatrics linked higher fluoride exposures in children to lower IQ scores.³ The research, however, was criticized in an accompanying editorial by a professor of preventive and community dentistry at the University of Iowa, who outlined flaws in its analysis and warned against changing public policy concerning fluoride based on its findings.⁴

Paxton continues to investigate Proctor & Gamble. The Texas AG is also campaigning for a US Senate seat in 2026.

References

1. Attorney General Ken Paxton launches investigations into companies for illegally marketing toothpaste products containing fluoride to kids. Press Release. May 1, 2025. https://www.texasattorneygeneral.gov/news/releases/attorney-general-ken-paxton-launches-investigations-companies-illegally-marketing-toothpaste

2. Attorney General Ken Paxton and Colgate-Palmolive lead the way in toothpaste safety with historic agreement to prevent excessive fluoride exposure. Press Release. September 15, 2025. https://www.texasattorneygeneral.gov/news/releases/attorney-general-ken-paxton-and-colgate-palmolive-lead-way-toothpaste-safety-historic-agreement

3. Taylor KW, Eftim SE, Sibrizzi CA. Flouride exposure and children’s IQ scores: a systematic review and meta-analysis. JAMA Pediatrics. January 6, 2025. https://jamanetwork.com/journals/jamapediatrics/fullarticle/2828425

4. Levy SM. Caution needed in interpreting the evidence base on fluoride and IQ. JAMA Pediatrics. January 6, 2025. https://jamanetwork.com/journals/jamapediatrics/article-abstract/2828430