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This toothpaste delivers on its core promise of fluoride protection and gentle cleaning, but its 'paraben-free' claim is a significant misrepresentation that undermines consumer trust.
₹299 • Analysed 18 August 2026
This toothpaste is positioned as a 'plain' option, appealing to Indian consumers seeking fluoride protection without artificial additives. The consistent pricing across platforms is a positive for transparency. However, the direct contradiction of the 'No parabens' claim by the presence of Butyl P-Hydroxybenzoate in the INCI is a significant concern under ASCI guidelines for truthful advertising, which Indian consumers should be aware of.
Independent and free. The Clean Sheet takes no money from brands to review, rank, or approve a product. This is a web evidence review, not a Clean Sheet certification. We checked the ingredient list, publicly available test reports, marketing claims, and formula logic using only public information available at the time of review.
The product's formulation with standard toothpaste ingredients (fluoride, abrasives, surfactant) supports its function as a regular toothpaste.
INCI lists Sodium Monofluorophosphate (0.76%), which provides 1000 ppm fluoride, a clinically proven concentration for cavity protection. This is ingredient-level evidence with disclosed percentage.
The formula uses Sodium Cocoyl Glycinate, a mild surfactant, instead of harsher sulfates (SLS/SLES), supporting a gentle cleaning claim.
The retrieved INCI list does not contain any common artificial colorants, flavors (e.g., saccharin, sucralose), or sweeteners. This claim is supported by the INCI.
The retrieved INCI list does not contain Sodium Lauryl Sulfate (SLS) or Sodium Laureth Sulfate (SLES). This claim is supported by the INCI.
The retrieved INCI list explicitly contains 'Butyl P-Hydroxybenzoate', which is a paraben. This claim is directly contradicted by the product's own ingredient list.
The retrieved INCI list does not contain Triclosan. This claim is supported by the INCI.
The retrieved INCI list does not contain Titanium Dioxide. This claim is supported by the INCI.
What we could confirm from public sources and the verified ingredient list.
Ingredient Safety & Toxicity
Full ingredient list retrieved and verified against INCIDecoder.
Screened against the ingredient database (4 of 10 ingredients matched); no cosmetics-prohibited ingredient found.
No ingredient with a recognised endocrine-activity concern found in the database.
No IARC-classified or formaldehyde-releasing ingredient found in the database screen.
Irritation & Allergen Risk
No EU-declarable or database-flagged allergen found in the list.
No high-sensitisation preservative (MI/MCI/formaldehyde-releaser) from our screen was found.
Brand claims dermatologist testing (claim stated; underlying report not seen).
Ingredient Transparency
The full INCI list is publicly available, not just hero ingredients.
Active percentages are disclosed for the hero ingredient(s).
Ingredients are listed in the descending order required by India Cosmetics Rules 2020.
Standards & Compliance
Usage warnings and directions are clear on the label.
Brand makes a vegan / vegetarian claim.
Sustainability & Ethics
Brand makes a cruelty-free / PETA claim.
Screened against a curated reference set that we are continuing to verify and expand, so “clear” means no flag from that set, not a guarantee. Not a substitute for a full toxicological or clinical assessment.
| Ingredient |
|---|
Aqua |
Sorbitol (Vegetable Source) |
Hydrated Silica |
Glycerol (Vegetable Source) |
Sodium Cocoyl Glycinate |
Sodium Carboxymethyl Cellulose |
Calcium Carbonate |
Hydroxyethylcellulose |
Butyl P-Hydroxybenzoate |
Sodium Monofluorophosphate (0.76%) |
INCI order as declared on packaging. Position reflects approximate concentration (high to low).
Butyl P-Hydroxybenzoate is a paraben, permitted in the EU at specific maximum concentrations (0.4% for single ester, 0.8% for mixtures). Its presence is noted.
No prohibited ingredients identified. INCI order appears correct. Fluoride is permitted.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is permitted.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is an OTC active ingredient.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is permitted.
No prohibited or restricted ingredients identified.
No ingredients classified as Group 1 (carcinogenic to humans) identified.
No prohibited or restricted ingredients identified.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is permitted.
No prohibited or restricted ingredients identified.
Flags are based on publicly available INCI only. Not a substitute for full regulatory compliance review.
“No parabens”
This claim is an absolute 'free-from' claim that is directly contradicted by the product's own INCI, making it potentially misleading under ASCI Chapter 1 (Truthful and Honest).
The product's formulation with standard toothpaste ingredients (fluoride, abrasives, surfactant) supports its function as a regular toothpaste.
Evidence visible
INCI lists Sodium Monofluorophosphate (0.76%), which provides 1000 ppm fluoride, a clinically proven concentration for cavity protection. This is ingredient-level evidence with disclosed percentage.
Mentioned only
The formula uses Sodium Cocoyl Glycinate, a mild surfactant, instead of harsher sulfates (SLS/SLES), supporting a gentle cleaning claim.
Evidence visible
The retrieved INCI list does not contain any common artificial colorants, flavors (e.g., saccharin, sucralose), or sweeteners. This claim is supported by the INCI.
Evidence visible
The retrieved INCI list does not contain Sodium Lauryl Sulfate (SLS) or Sodium Laureth Sulfate (SLES). This claim is supported by the INCI.
Evidence visible
The retrieved INCI list explicitly contains 'Butyl P-Hydroxybenzoate', which is a paraben. This claim is directly contradicted by the product's own ingredient list.
Missing
The retrieved INCI list does not contain Triclosan. This claim is supported by the INCI.
Evidence visible
The retrieved INCI list does not contain Titanium Dioxide. This claim is supported by the INCI.
Evidence visible
The retrieved INCI list does not contain common microplastic ingredients. This claim is supported by the INCI.
Evidence visible
This claim requires third-party certification or brand policy disclosure, which was not publicly visible. Cannot be verified from INCI alone.
Missing
Public evidence the brand could provide to close verification gaps
This review evaluates brand claims against visible evidence and formula logic. It does not replace a full ingredient safety analysis or a clinical product test. Results vary by individual, and the consumer should always read the full ingredient list and follow usage guidance.
Are you the brand? If you have published test data or want to request a re-review, write to us at hello@thecleansheet.in.
No IARC-classified or formaldehyde-releasing ingredient found in the database screen.
Irritation & Allergen Risk
No EU-declarable or database-flagged allergen found in the list.
No high-sensitisation preservative (MI/MCI/formaldehyde-releaser) from our screen was found.
Brand claims dermatologist testing (claim stated; underlying report not seen).
Ingredient Transparency
The full INCI list is publicly available, not just hero ingredients.
Active percentages are disclosed for the hero ingredient(s).
Ingredients are listed in the descending order required by India Cosmetics Rules 2020.
Standards & Compliance
Usage warnings and directions are clear on the label.
Brand makes a vegan / vegetarian claim.
Sustainability & Ethics
Brand makes a cruelty-free / PETA claim.
Screened against a curated reference set that we are continuing to verify and expand, so “clear” means no flag from that set, not a guarantee. Not a substitute for a full toxicological or clinical assessment.
The retrieved INCI list does not contain any common artificial colorants, flavors (e.g., saccharin, sucralose), or sweeteners. This claim is supported by the INCI.
The retrieved INCI list does not contain Sodium Lauryl Sulfate (SLS) or Sodium Laureth Sulfate (SLES). This claim is supported by the INCI.
The retrieved INCI list explicitly contains 'Butyl P-Hydroxybenzoate', which is a paraben. This claim is directly contradicted by the product's own ingredient list.
The retrieved INCI list does not contain Triclosan. This claim is supported by the INCI.
The retrieved INCI list does not contain Titanium Dioxide. This claim is supported by the INCI.
Butyl P-Hydroxybenzoate is a paraben, permitted in the EU at specific maximum concentrations (0.4% for single ester, 0.8% for mixtures). Its presence is noted.
No prohibited ingredients identified. INCI order appears correct. Fluoride is permitted.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is permitted.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is an OTC active ingredient.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is permitted.
No prohibited or restricted ingredients identified.
No ingredients classified as Group 1 (carcinogenic to humans) identified.
No prohibited or restricted ingredients identified.
Butyl P-Hydroxybenzoate is permitted as a preservative. Fluoride is permitted.
No prohibited or restricted ingredients identified.
Flags are based on publicly available INCI only. Not a substitute for full regulatory compliance review.
The product's formulation with standard toothpaste ingredients (fluoride, abrasives, surfactant) supports its function as a regular toothpaste.
Evidence visible
INCI lists Sodium Monofluorophosphate (0.76%), which provides 1000 ppm fluoride, a clinically proven concentration for cavity protection. This is ingredient-level evidence with disclosed percentage.
Mentioned only
The formula uses Sodium Cocoyl Glycinate, a mild surfactant, instead of harsher sulfates (SLS/SLES), supporting a gentle cleaning claim.
Evidence visible
The retrieved INCI list does not contain any common artificial colorants, flavors (e.g., saccharin, sucralose), or sweeteners. This claim is supported by the INCI.
Evidence visible
The retrieved INCI list does not contain Sodium Lauryl Sulfate (SLS) or Sodium Laureth Sulfate (SLES). This claim is supported by the INCI.
Evidence visible
The retrieved INCI list explicitly contains 'Butyl P-Hydroxybenzoate', which is a paraben. This claim is directly contradicted by the product's own ingredient list.
Missing
The retrieved INCI list does not contain Triclosan. This claim is supported by the INCI.
Evidence visible
The retrieved INCI list does not contain Titanium Dioxide. This claim is supported by the INCI.
Evidence visible
The retrieved INCI list does not contain common microplastic ingredients. This claim is supported by the INCI.
Evidence visible
This claim requires third-party certification or brand policy disclosure, which was not publicly visible. Cannot be verified from INCI alone.
Missing
“No parabens”
This claim is an absolute 'free-from' claim that is directly contradicted by the product's own INCI, making it potentially misleading under ASCI Chapter 1 (Truthful and Honest).
Public evidence the brand could provide to close verification gaps
