Walk down the toothpaste aisle and you’ll see whitening, charcoal, natural, sensitivity, tartar control. Most of it is marketing. A few things matter.
What actually matters
- Fluoride. This is the main ingredient proven to prevent cavities. If a toothpaste doesn’t contain it, skip it, however natural it sounds.
- The ADA Seal of Acceptance. The American Dental Association gives its Seal to products whose safety and effectiveness claims it has reviewed. It’s a useful shortcut. Check the box, because products and formulas change.
- Low abrasiveness. A toothpaste that’s too abrasive can wear enamel, especially if you brush hard. Many whitening pastes are more abrasive.
What’s mostly marketing
- Charcoal. Dental groups say there isn’t enough evidence that charcoal pastes are safe or effective. Some are abrasive.
- “Natural” or fluoride-free. Often lacks the ingredient that prevents cavities.
- Dramatic whitening claims. Toothpaste can remove surface stains but won’t change the natural color of your teeth. See our whitening guide.
Match it to your needs
| If you have… | Look for |
|---|---|
| No special issues | A fluoride toothpaste with the ADA Seal |
| Sensitive teeth | A desensitizing paste; see tooth sensitivity |
| Enamel erosion or reflux | A fluoride paste designed for enamel protection |
| Gum problems | Ask your dentist; stannous fluoride pastes can help |
| Frequent cavities | Ask your dentist about a higher-fluoride prescription paste |
How much to use
A pea-sized amount for adults and children over three. A smear the size of a grain of rice for children under three. See the full brushing method.
Don’t overthink it
The best toothpaste is a fluoride one you’ll use twice a day for two full minutes. The flavor you like beats the one with a longer list of claims.
Our picks
Picks marked Research pick are chosen from spec comparisons and large-sample owner reviews. We switch a pick to Tested by us only after we've used it. Prices change, so check the current one.
1.Colgate Total
A mainstream fluoride toothpaste formulated with stannous fluoride, which also helps with plaque and gum health. A sensible default for most adults. Check the current packaging to confirm it carries the ADA Seal.
- Fluoride with added gum and plaque protection
- Inexpensive and everywhere
- Some people dislike the taste
- Stannous fluoride can stain teeth slightly in some people
2.Crest Pro-Health
Another stannous fluoride toothpaste aimed at plaque, gum health and sensitivity. A good one to try if you want to compare against Colgate Total.
- Fluoride and gum-health formulation
- Mild flavor options
- Flavor and texture are personal
- Check the label for the specific version
3.Sensodyne Pronamel
A fluoride toothpaste made to help strengthen enamel against acid erosion, aimed at people who have acid reflux, drink a lot of citrus or soda, or whose enamel is worn.
- Targets acid erosion
- Gentle on sensitive teeth
- Costs more than basic fluoride paste
- Not a whitening toothpaste