Find products and ingredients Learn how Skin Deep® works Meet our experts Discover EWG VERIFIED™
EWG Verified logo

ATTITUDE Toothpaste, Whitening

EWG Verified Product

This product bears the EWG VERIFIED™ mark, meaning that the product meets EWG’s strictest standards for health and safety. It avoids any of the ingredients on EWG’s “Unacceptable List” and provides full transparency of ingredients, including fragrance.

Ingredient List

The specific formulation has been reviewed by EWG scientists. At the time of verification, the ingredients in this formulation were used at a concentration below EWG’s health and safety limit, and therefore did not pose significant human health concerns. Click on an ingredient for more information.

CAMELLIA SINENSIS (GREEN TEA) LEAF EXTRACT
Expand content Collapse content
FUNCTION(S) antioxidant, fragrance ingredient, oral care agent, skin-conditioning agent -miscellaneous, ultraviolet light absorber, antimicrobial, astringent, emollient, humectant, masking, oral care, skin conditioning, skin protecting, tonic, uv absorber
CONCERNS Use restrictions (meets restrictions and warnings based on EWG review of company data)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
CARICA PAPAYA (PAPAYA) LEAF EXTRACT
Appeared as: CARICA PAPAYA LEAF EXTRACT
Expand content Collapse content
FUNCTION(S) not reported
LEARN MORE ABOUT THIS INGREDIENT
CITRIC ACID
Expand content Collapse content
FUNCTION(S) chelating agent, fragrance ingredient, ph adjuster, buffering, chelating, masking
CONCERNS Use restrictions (meets restrictions and warnings based on EWG review of company data)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
D-LIMONENE
Expand content Collapse content
CONCERNS • Developmental/reproductive toxicity (low)
• Allergies/immunotoxicity (high)
• Persistence and bioaccumulation (moderate)
• Ecotoxicology (low)
• Irritation (skin, eyes, or lungs) (high)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
GLYCERIN
Expand content Collapse content
FUNCTION(S) denaturant, fragrance ingredient, hair conditioning agent, humectant, oral care agent;oral health care drug, skin-conditioning agent - humectant, skin protectant, viscosity decreasing agent, perfuming, solvent
CONCERNS Use restrictions (meets restrictions and warnings based on EWG review of company data)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
HYDRATED SILICA
Expand content Collapse content
FUNCTION(S) abrasive, absorbent, anticaking agent, bulking agent, opacifying agent, oral care agent;skin-conditioning agent - miscellaneous, viscosity increasing agent - aqueous, anticaking, bulking, opacifying, viscosity controlling
CONCERNS • Persistence and bioaccumulation (high)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
HYDROXYAPATITE
Expand content Collapse content
FUNCTION(S) abrasive, bulking agent, oral care agent, bulking, emulsion stabilising
LEARN MORE ABOUT THIS INGREDIENT
MENTHA PIPERITA (PEPPERMINT) OIL
Appeared as: MENTHA PIPERITA OIL* (PEPPERMINT)
Expand content Collapse content
FUNCTION(S) fragrance ingredient, skin-conditioning agent - miscellaneous
CONCERNS • Allergies/immunotoxicity (high)
• Enhanced skin absorption
Use restrictions (meets restrictions and warnings based on EWG review of company data)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
POTASSIUM SORBATE
Expand content Collapse content
FUNCTION(S) fragrance ingredient, preservative
CONCERNS • Allergies/immunotoxicity (moderate)
• Non-reproductive organ system toxicity (low)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
SODIUM BENZOATE
Expand content Collapse content
FUNCTION(S) fragrance ingredient, preservative, anticorrosive, masking
CONCERNS Use restrictions (meets restrictions and warnings based on EWG review of company data)
• Non-reproductive organ system toxicity (low)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
SODIUM FLUORIDE
Expand content Collapse content
FUNCTION(S) anticaries agent, oral care agent, antiplaque, oral care
CONCERNS • Developmental/reproductive toxicity (low)
Use restrictions (meets restrictions and warnings based on EWG review of company data)
• Non-reproductive organ system toxicity (low)
• Multiple, additive exposure sources (low)
• Irritation (skin, eyes, or lungs) (high)
• Occupational hazards (high)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
SODIUM LAURYL SULFATE
Expand content Collapse content
FUNCTION(S) denaturant, surfactant - cleansing agent, cleansing, emulsifying, foaming, surfactant
CONCERNS Use restrictions (meets restrictions and warnings based on EWG review of company data)
• Non-reproductive organ system toxicity (moderate)
• Irritation (skin, eyes, or lungs) (moderate)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
SORBITOL
Expand content Collapse content
FUNCTION(S) flavoring agent, fragrance ingredient, humectant, skin-conditioning agent - humectant, plasticiser, skin conditioning
LEARN MORE ABOUT THIS INGREDIENT
STEVIA REBAUDIANA (SWEETLEAF) EXTRACT
Appeared as: STEVIA REBAUDIANA LEAF/STEM EXTRACT
Expand content Collapse content
FUNCTION(S) flavoring agent, masking
LEARN MORE ABOUT THIS INGREDIENT
TITANIUM DIOXIDE
Expand content Collapse content
FUNCTION(S) colorant, opacifying agent, sunscreen agent, ultraviolet light absorber
CONCERNS • Cancer (moderate)
• Non-reproductive organ system toxicity (moderate)
• Occupational hazards (high)

EWG has reviewed the use of this ingredient in the product formulation and found it did not pose significant health concerns. However, there may be concerns associated with the use of the ingredient in other products or formulations. Visit the ingredient page to learn more.
LEARN MORE ABOUT THIS INGREDIENT
WATER
Appeared as: AQUA
Expand content Collapse content
FUNCTION(S) solvent
LEARN MORE ABOUT THIS INGREDIENT
XANTHAN GUM
Expand content Collapse content
FUNCTION(S) binder, emulsion stabilizer, skin-conditioning agent - miscellaneous, surfactant -emulsifying agent, viscosity increasing agent - aqueous, binding, emulsifying, emulsion stabilising, gel forming, skin conditioning, surfactant, viscosity controlling
LEARN MORE ABOUT THIS INGREDIENT

Ingredients from packaging:

Active ingredient: sodium fluoride 0.243%, Inactive ingredients: sorbitol, aqua, glycerin, hydrated silica, sodium lauryl sulfate, mentha piperita (peppermint) oil*, xanthan gum, citric acid, stevia rebaudiana leaf/stem extract, sodium benzoate, carica papaya leaf extract, camellia sinensis (green tea) leaf extract, titanium dioxide, potassium sorbate, hydroxyapatite, D-limonene

Directions from packaging:

: Do not swallow. Should be used as part of an oral health program that includes regular flossing and dental check-ups. Brush teeth thoroughly for at least 1 minute twice a day, preferably after each meal, or as directed by a dentist. Children under 6 years of age should use only a pea-sized amount and be supervised to brush properly and to not swallow. Consult a dentist or health care professional before using with children under 2 years of age. Store at room temperature (15-30 C).

Warnings from packaging:

: Keep out of reach of children. If swallowed, call a poison control centre or get medical help right away.

EWG Verified

This product bears the EWG VERIFIEDTM mark - its formulation has been reviewed by EWG scientists, and the company behind the product has shown its ingredients meet all of the EWG’s strict criteria. When it was verified, the ingredients in this formulation did not pose significant human health concerns.

LEARN MORE ON EWG.ORG

Product's animal testing policies

Some cosmetics companies have taken People for the Ethical Treatment of Animals and Leaping Bunny animal-testing pledges. For consumers who are concerned about companies’ policies on animal testing, Skin Deep reports this information.


PETA Cruelty-free Companies

Companies that join the "Caring Consumer" program of People for the Ethical Treatment of Animals, a leading international animal rights advocacy organization, attest that "neither they nor their ingredient suppliers conduct or commission any animal tests on ingredients, formulations or finished products, and that they pledge not to do so in the future."

LEARN MORE ON PETA.ORG

Understanding scores

Cosmetics and personal care products are not required to be tested for safety before being allowed on the market. The Skin Deep® scoring system was designed to help the public understand whether a product is safe to use or whether it contains ingredients of concern.

Every product and ingredient in Skin Deep gets a two-part score – one for hazard and one for data availability. The safest products score well by both measures, with a low hazard rating and a fair or better data availability rating.

HOW WE DETERMINE SCORES

Hazard score

The Skin Deep ingredient hazard score, from 1 to 10, reflects known and suspected hazards linked to the ingredients. The EWG VERIFIED™ mark means a product meets EWG’s strictest criteria for transparency and health.

Score legend

EWG Verification Process

EWG Verified logo
EWG VERIFIED

An EWG VERIFIED™ mark on a product indicates that the company’s ingredient disclosures show the product has met our full criteria to ensure it adheres to our standards for health.

More tooth whitening

VIEW ALL tooth whitening

EWG research
on the go

Find personal care, cleaning, and food products on the EWG Healthy Living app.

DOWNLOAD THE APP