The Hello toothpaste lawsuit has caught the attention of many parents and health-conscious consumers who once trusted the brand’s image as “naturally friendly.” Known for its bright packaging, fun flavors, and promises of clean ingredients, Hello Products marketed its toothpaste and mouthwash as safe and eco-friendly. However, a series of lawsuits now allege that some Hello toothpaste products may contain unsafe levels of heavy metals like lead and mercury — and that their kid-friendly marketing could be misleading.
This article breaks down everything you need to know about the Hello toothpaste lawsuit, what consumers are claiming, how the company is responding, and what this could mean for families who use the brand.
What Is the Hello Toothpaste Lawsuit About?
The lawsuit centers around claims that Hello Products LLC, the company behind Hello toothpaste, sold products that allegedly contain dangerous levels of heavy metals, including lead and mercury.
A consumer named Damany Browne filed a class action lawsuit in New York federal court in July 2025. According to Browne, Hello Products failed to warn consumers that its toothpaste may be contaminated with toxic substances. The lawsuit also states that independent testing revealed elevated levels of these heavy metals in certain Hello toothpaste formulations.
For example, testing by a consumer safety organization reportedly found up to 493 parts per billion (ppb) of lead and 19 ppb of mercury in Hello Kids Fluoride-Free Toothpaste. For comparison, the Environmental Protection Agency (EPA) limits lead in drinking water to 15 ppb and mercury to 2 ppb — meaning the detected levels were several times higher than what is considered safe for daily exposure.
The plaintiff argues that Hello Products either knew or should have known about the contamination but failed to disclose it to consumers.
Hello Toothpaste Reviews and Consumer Reactions
Before the lawsuit, Hello toothpaste reviews were largely positive. Many parents praised the brand for being free from artificial sweeteners, dyes, and preservatives. The company’s kid-friendly flavors, such as Unicorn Sparkle, Wild Strawberry, and Bubble Gum, became especially popular among young children.
Parents liked that Hello made brushing teeth fun and seemed like a safe, natural choice compared to mainstream brands. However, the recent lawsuits have shaken that trust. Some consumers who once gave glowing reviews are now leaving negative Hello toothpaste reviews, expressing concerns about product safety and ingredient transparency.
Dental professionals have also voiced mixed opinions. Some say that Hello’s charcoal toothpaste can be too abrasive, potentially damaging enamel over time. Others note that while the brand’s fluoride products help prevent cavities, the colorful packaging and candy-like flavors might encourage children to swallow toothpaste instead of spitting it out — which can be harmful if too much fluoride is ingested.
These concerns have led many parents to ask the same question: Is Hello toothpaste good?
Is Hello Toothpaste Good or Potentially Risky?
To answer whether Hello toothpaste is good, it’s important to look at both its benefits and risks.
What’s good:
- Hello toothpaste avoids artificial sweeteners like saccharin and instead uses natural alternatives such as xylitol and erythritol.
- It is vegan, cruelty-free, and marketed as eco-friendly with recyclable packaging.
- The brand offers both fluoride and fluoride-free versions, giving consumers a choice.
- Many users enjoy the flavors and natural ingredients that make brushing more pleasant for kids.
What’s concerning:
- The lawsuit claims some products may contain unsafe levels of lead and mercury — contaminants that can be toxic if ingested or absorbed over time.
- Charcoal-based Hello toothpaste has been criticized by some dentists for being too abrasive and potentially eroding enamel.
- Bright packaging and candy-like flavors may lead to accidental ingestion, particularly among younger children.
- Some Hello products labeled as “free from artificial sweeteners” allegedly contained sugar alcohols like xylitol and sorbitol, which has sparked another class action lawsuit.
In short, while Hello toothpaste markets itself as a natural and safe brand, several lawsuits now challenge those claims.
Details of the Hello Toothpaste Lawsuit
The Hello toothpaste lawsuit includes multiple claims under federal and state consumer protection laws. The main arguments include:
- Failure to Warn: The company allegedly failed to inform consumers that its toothpaste could contain heavy metals.
- False and Misleading Advertising: Plaintiffs argue that Hello marketed its toothpaste as safe, natural, and suitable for children, even though it may pose health risks.
- Breach of Warranty: The lawsuit claims that Hello Products violated consumer trust by not delivering on its promise of “naturally friendly” and “safe” products.
- Potential Health Risks: Lead and mercury exposure can cause serious health problems, particularly in children. Even small amounts of lead have been linked to developmental issues, learning problems, and behavioral changes.
The lawsuit seeks class certification, damages, refunds, and injunctive relief, which could include product reformulation or clearer warning labels in the future.
Marketing Controversy: Why Kids’ Toothpaste Is a Legal Target
One of the biggest concerns in the Hello toothpaste lawsuit is how the brand markets its products to children. The company’s colorful designs, fun names like “Unicorn Splash,” and sweet flavors make brushing exciting for kids — but critics argue it may encourage kids to treat toothpaste like candy.
Legal experts say this kind of marketing increases the risk of accidental fluoride ingestion, especially in children under six, who often swallow toothpaste instead of spitting it out. The American Dental Association (ADA) and U.S. Food and Drug Administration (FDA) both warn that young children should use only a pea-sized amount of fluoride toothpaste under adult supervision.
Parents who assumed Hello toothpaste was completely safe for kids now feel misled. This concern has driven much of the anger and legal action behind the lawsuits.
Charcoal Toothpaste and Enamel Damage
Apart from the fluoride issue, Hello’s charcoal toothpaste has also been controversial. Marketed as a natural whitening product, it became one of the brand’s most popular items.
However, several dentists have warned that charcoal particles are abrasive and can wear away tooth enamel over time. Enamel loss is irreversible and can lead to sensitivity, yellowing, and cavities.
Some lawsuits claim that Hello’s marketing failed to properly warn consumers about these potential side effects, leading buyers to believe charcoal toothpaste is safer or better than traditional whitening options.
Artificial Sweeteners and Labeling Lawsuit
In addition to heavy metals and fluoride concerns, Hello Products is also facing another lawsuit filed in Illinois over its “no artificial sweeteners” claim.
This lawsuit alleges that certain Hello toothpaste products contain sorbitol and xylitol, which are sugar alcohols often used as sweeteners. While these ingredients are less harmful than sugar, they are still chemically processed and not considered fully natural. Plaintiffs argue that Hello misled customers who specifically purchased the product to avoid artificial additives.
This case adds to a growing list of lawsuits against brands accused of greenwashing — using misleading marketing to make products appear safer or more natural than they actually are.
What Do Consumers Say?
Public reaction to the Hello toothpaste lawsuit has been mixed. Some loyal customers continue to use the brand, believing that lawsuits do not always mean the product is unsafe. Others have switched to alternatives such as Tom’s of Maine or Boka, citing concerns about trust and ingredient transparency.
On online review sites, Hello toothpaste reviews now include both praise and criticism. Many parents appreciate the brand’s efforts to make brushing fun, but others feel disappointed that products marketed as “clean” could contain substances as dangerous as lead or mercury.
Several reviewers have also mentioned that charcoal toothpaste caused sensitivity issues or made their teeth feel rough over time. These consumer experiences are helping lawyers build their case by showing a pattern of dissatisfaction and potential harm.
Has There Been a Hello Toothpaste Recall?
As of now, there has been no Hello toothpaste recall. The company continues to sell its products nationwide.
However, lawsuits like this often pressure manufacturers to improve quality control or labeling practices. If additional evidence confirms contamination or ingredient mislabeling, regulatory agencies like the FDA or FTC (Federal Trade Commission) could step in.
Until then, consumers should stay informed, especially if they have small children using Hello toothpaste or mouthwash products.
Potential Settlement and Compensation
While the case is still in its early stages, lawyers expect the Hello toothpaste lawsuit to take one to three years before reaching a settlement.
If the lawsuit results in a settlement, it’s likely to be a consumer class action, meaning affected customers could receive refunds or small cash payments. Based on similar cases:
- Minor settlements might offer $5 to $50 per person for false advertising or mislabeling.
- Moderate settlements could range from $100 to $1,000 for minor dental harm or fluoride overexposure.
- High-value settlements ($5,000 or more) could apply only if serious health issues or fluoride poisoning are proven.
For most consumers, payouts will likely be small, but the lawsuit could push for greater transparency and stricter labeling across the oral care industry.
What Should Consumers Do Now?
If you use Hello toothpaste, here are some steps to consider:
- Check the packaging. Look for fluoride content and warnings about ingestion, especially for children.
- Supervise brushing. For kids under six, make sure they use only a tiny amount and spit it out properly.
- Stay updated. Follow reliable legal and health sources for updates on the Hello toothpaste lawsuit.
- Report adverse effects. If you or your child experience unusual symptoms after using Hello toothpaste, report it to your doctor and the FDA’s consumer safety database.
- Compare alternatives. Consider switching to other reputable brands with transparent ingredient labeling.
Conclusion
The Hello toothpaste lawsuit highlights the importance of honesty and transparency in product marketing — especially for items used daily by families and children. While Hello built its reputation as a fun, natural, and eco-friendly brand, these lawsuits raise serious questions about whether its products truly live up to those promises.
Whether or not Hello is found liable, this case serves as a reminder that consumers must stay vigilant about what goes into their everyday products. Reading labels, understanding ingredients, and consulting dental professionals can go a long way in protecting your family’s health.
So, is Hello toothpaste good? It may work well for many users, but until the legal dust settles and safety concerns are fully addressed, cautious consumers might want to explore other trusted brands for peace of mind.