If you’ve ever stood in the toothpaste aisle wondering which “natural” options are actually worth buying, you’re not alone. The term “natural” isn’t regulated in oral care — any brand can slap it on the label — and the range of quality is enormous. Some natural toothpastes are genuinely formulated with clean, effective ingredients. Others are mostly marketing.
We researched the most popular natural toothpaste brands and compared them on ingredient quality, effectiveness, user satisfaction, and value. Every pick on this list comes from an established brand with a real track record — no obscure startups with 20 reviews. If you’re specifically interested in hydroxyapatite-based toothpaste (the fluoride alternative that’s taken the natural space by storm), we have a dedicated best hydroxyapatite toothpaste guide. For fluoride-free options specifically, see our best fluoride-free toothpaste roundup.
How We Evaluated
“Natural” means different things to different people, so we focused on what actually matters for your teeth:
- Ingredient transparency — Does the brand clearly list what’s in the formula and why? We prioritized brands that avoid SLS, artificial sweeteners, artificial dyes, and parabens while being upfront about what they do include.
- Effectiveness beyond just cleaning — Does it offer real benefits like whitening, plaque reduction, or gum support? A toothpaste with clean ingredients that doesn’t actually do anything isn’t worth recommending.
- User-reported satisfaction — We cross-referenced thousands of reviews for consistent feedback on taste, texture, and results. Natural toothpastes have a reputation for tasting bad or having a gritty texture — we filtered for options that people actually enjoy using.
- Brand credibility — How long has this brand been in the natural space? Do they have third-party certifications? We weighted established brands with transparent supply chains over newcomers with big marketing budgets.
- Value — Price per ounce, factoring in whether multi-packs offer meaningful savings.
One important note: all six of our picks are fluoride-free. This reflects the reality of the natural toothpaste market — most consumers searching for “natural toothpaste” are specifically looking to avoid fluoride. If you want a natural toothpaste that includes fluoride, Tom’s of Maine does offer a Whole Care line with fluoride, and we cover fluoride toothpaste in our best fluoride toothpaste guide.
Tom’s of Maine Antiplaque & Whitening Toothpaste
Tom's of Maine Antiplaque & Whitening Toothpaste
Best for: Most people who want a proven, widely available natural toothpaste
- Fluoride-free formula with zinc citrate for plaque fighting
- Natural whitening from hydrated silica
- SLS-free, no artificial preservatives, no artificial flavors
- Available at nearly every grocery store and pharmacy in the US
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Why We Recommend It
Tom’s of Maine essentially created the natural toothpaste category in the United States. Founded in 1970, they’ve been making natural oral care products for over 55 years — long before “clean” ingredients became a marketing trend. That history matters because it means decades of formulation refinement and the broadest distribution of any natural toothpaste brand. You can find Tom’s at Target, Walmart, CVS, Walgreens, and most grocery stores, which matters when you don’t want to wait for an Amazon delivery.
The Antiplaque & Whitening formula uses zinc citrate to fight plaque buildup and hydrated silica for gentle whitening. It’s free from SLS, artificial preservatives, artificial sweeteners, and artificial flavors. With over 44,000 reviews and a 4.6-star rating, it has more real-world validation than almost any other natural toothpaste on the market.
Reviewers consistently describe the peppermint flavor as mild and pleasant — not the intense blast of conventional toothpaste, but enough to leave your mouth feeling fresh. The texture is smooth rather than gritty, which is a common complaint with other natural brands.
Key Features
- Zinc citrate for clinically-proven antiplaque action
- Hydrated silica for gentle, enamel-safe whitening
- Free from SLS, fluoride, artificial preservatives, flavors, and colors
- B Corp certified company with transparent ingredient sourcing
- Available in stores nationwide — no subscription or online-only hassle
Who It’s Best For
Tom’s is our top pick for anyone new to natural toothpaste or anyone who wants a reliable, no-fuss option they can buy anywhere. It’s particularly good for people who’ve been turned off by natural toothpastes with weird flavors or gritty textures — Tom’s has had five decades to get the basics right. If you have a family and want everyone on the same natural toothpaste without complaints, this is the safest bet.
Potential Downsides
As a fluoride-free toothpaste without hydroxyapatite, Tom’s relies on plaque prevention rather than active remineralization. Dental professionals in online forums frequently note that without fluoride or nHAp, you’re missing enamel-strengthening benefits — this is a cleaning and whitening toothpaste, not a remineralizing one. If cavity prevention is your priority, consider pairing it with a fluoride or hydroxyapatite rinse. The flavor, while pleasant, is milder than conventional toothpaste, which some people interpret as “not working” even though effectiveness isn’t related to intensity.
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Hello Charcoal Whitening Toothpaste
Hello Charcoal Whitening Toothpaste
Best for: Budget-conscious shoppers who want natural whitening under $6
- Activated charcoal with coconut oil for natural whitening
- SLS-free, fluoride-free, no artificial sweeteners or dyes
- Under $6 for a full-size tube — the best value in natural toothpaste
- Nearly 46,000 reviews — the most-reviewed natural toothpaste on Amazon
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Why We Recommend It
Hello disrupted the natural toothpaste market by proving that clean ingredients don’t have to come with a premium price tag. At under $6 for a full-size 4 oz tube, it costs less than many conventional toothpastes — and it’s genuinely natural. The formula uses activated charcoal and coconut oil as the whitening agents, skipping fluoride, SLS, artificial sweeteners, parabens, and microbeads.
With nearly 46,000 reviews, Hello has the largest review pool of any natural toothpaste on Amazon. That volume of user data gives us high confidence in the product’s consistency. Reviewers highlight the surprisingly pleasant mint flavor (charcoal toothpastes often taste chalky), the smooth black paste that doesn’t stain sinks, and visible whitening improvement over several weeks of use.
Hello is also one of the most accessible natural brands — you’ll find it at Target, Walmart, and most drugstores, usually at a lower price point than Tom’s of Maine. The brand has built a loyal following, particularly among younger consumers who want clean ingredients without the “crunchy” aesthetic.
Key Features
- Activated charcoal from sustainable coconut shells for whitening
- Coconut oil for moisturizing and mild antibacterial support
- Free from SLS, fluoride, parabens, microbeads, and artificial sweeteners
- Vegan, cruelty-free, and Leaping Bunny certified
- Fresh Mint + Coconut Charcoal flavor
Who It’s Best For
Hello is the perfect entry point if you’re curious about natural toothpaste but don’t want to spend $12+ on something you might not like. It’s also ideal for charcoal-curious buyers — if you’ve seen charcoal toothpaste trending and want to try it from a reputable brand rather than a random Amazon seller, Hello is the safest option. Budget-conscious families who want to switch the whole household to natural can do so affordably with Hello.
Potential Downsides
Here’s the thing about charcoal toothpaste: the American Dental Association has noted there’s limited evidence that charcoal actually whitens teeth, and some dental professionals worry that charcoal can be abrasive enough to damage enamel over time. A British Dental Journal review found little clinical evidence supporting charcoal’s whitening claims. Hello’s formula uses finely-milled charcoal that’s less abrasive than many competitors, but if you have sensitive teeth or enamel concerns, you may want to use it a few times a week rather than daily. The black paste can also be messy — check your sink and toothbrush holder after use.
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Burt’s Bees Purely White Toothpaste
Burt's Bees Purely White Toothpaste
Best for: People who trust the Burt's Bees brand and want natural whitening
- Hydrated silica whitening formula from a trusted natural brand
- Zen Peppermint flavor praised for its gentle, pleasant taste
- SLS-free, fluoride-free, no artificial flavors or sweeteners
- 3-pack (4.7 oz each) for extended family supply
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Why We Recommend It
Burt’s Bees has been a household name in natural personal care since 1984, and their Purely White toothpaste brings that same ingredient philosophy to oral care. The whitening formula is built around hydrated silica — a gentle abrasive that’s also used in many conventional whitening toothpastes — which means the whitening mechanism is well-understood and enamel-safe when used as directed.
The Zen Peppermint flavor is a standout. Unlike many natural toothpastes that err on the side of mild to the point of bland, Burt’s Bees hits a satisfying middle ground — fresh and minty enough to feel like a proper toothpaste, without the artificial intensity of conventional brands. Across 6,300+ reviews, flavor and texture receive consistently positive feedback.
The 3-pack format (three 4.7 oz tubes) makes this an excellent value for families or anyone who wants to stock up. Burt’s Bees products are widely available at drugstores and grocery stores, making repurchasing easy.
Key Features
- Hydrated silica for enamel-safe whitening with proven mechanism
- Zen Peppermint flavor — fresh without being harsh
- Free from SLS, fluoride, artificial flavors, sweeteners, and preservatives
- Burt’s Bees brand — 40+ years in natural personal care
- 3-pack format for value
Who It’s Best For
If you already use Burt’s Bees lip balm, lotion, or body wash and want to extend that ingredient philosophy to your toothpaste, this is the natural choice. It’s also strong for people who’ve tried other natural toothpastes and found them lacking in the whitening department — the hydrated silica formula delivers more visible results than many plant-based alternatives. The 3-pack format makes it a good pick for households switching to natural products together.
Potential Downsides
Like our other picks, this is fluoride-free without a hydroxyapatite substitute, so it won’t actively remineralize enamel. Some users note the tube design can make it hard to squeeze out the last bit of product. The per-ounce price in the 3-pack is reasonable, but single tubes can be pricier than Tom’s or Hello. Burt’s Bees is now owned by Clorox (since 2007), which matters to some natural product purists — though the formulations have remained consistent.
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Dr. Bronner’s All-One Toothpaste
Dr. Bronner's All-One Toothpaste
Best for: Eco-conscious users who want 70% organic, fair-trade ingredients
- 70% organic ingredients — the highest organic percentage in our roundup
- Fair-trade coconut oil, coconut flour, and organic essential oils
- Peppermint & Spearmint dual-mint flavor
- From the iconic Dr. Bronner's brand — fair trade, B Corp certified
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Why We Recommend It
Dr. Bronner’s has been the gold standard for ethical, natural personal care since 1948. Their castile soap is legendary, and the toothpaste brings that same uncompromising ingredient philosophy to oral care. At 70% organic ingredients, it has the highest organic content of any toothpaste in our roundup. The formula is built around fair-trade coconut oil and coconut flour, organic essential oils (peppermint and spearmint), and baking soda for gentle whitening.
What sets Dr. Bronner’s apart isn’t just the ingredients — it’s the supply chain. The company is a certified B Corp, uses fair-trade sourcing for coconut oil and other key ingredients, and is committed to regenerative organic farming practices. If your reason for choosing natural toothpaste extends beyond personal health to environmental and social impact, Dr. Bronner’s walks the talk more thoroughly than any other brand on this list.
The review count (309) is lower than our other picks because the toothpaste is a newer addition to Dr. Bronner’s lineup, but the brand’s reputation and the quality of the formula earn it a place here.
Key Features
- 70% organic ingredients — highest in our roundup
- Fair-trade coconut oil and coconut flour base
- Organic peppermint and spearmint essential oils
- Baking soda for gentle whitening and freshening
- B Corp certified, fair trade, cruelty-free, vegan
Who It’s Best For
Dr. Bronner’s is for people who care about the full picture — not just what’s in the product but how it’s made, who benefits from the supply chain, and what happens to the packaging. If you already use Dr. Bronner’s soap and want to consolidate your bathroom into one ethical brand family, the toothpaste is a natural fit. It’s also the pick for people who prioritize organic certification and are willing to pay a slight premium for it.
Potential Downsides
The 2-pack at $17.99 puts this at a higher per-ounce cost than Tom’s or Hello. The baking soda base gives it a slightly salty taste that takes adjustment if you’re used to sweet conventional toothpaste. Some dental professionals note that baking soda, while effective for cleaning, can be mildly abrasive — it’s generally considered safe, but if you have sensitive enamel, use gentle pressure. The lower review count means less user data to draw from, though the brand’s broader reputation is well-established.
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Jason Powersmile Whitening Toothpaste
Jason Powersmile Whitening Toothpaste
Best for: People who prioritize fresh breath alongside clean ingredients
- Powerful Peppermint formula for intense, long-lasting freshness
- Baking soda and bamboo powder for natural whitening
- SLS-free, fluoride-free, gluten-free, no artificial colors
- 6 oz tube — larger than most natural toothpaste tubes
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Why We Recommend It
Jason (stylized as JĀSÖN) has been making natural personal care products since 1959, making them one of the longest-running natural brands in the US. The Powersmile formula is their flagship whitening toothpaste, and it earns its name — the Powerful Peppermint flavor is noticeably stronger than Tom’s or Burt’s Bees, which matters for people who equate freshness with effectiveness.
The whitening formula combines baking soda with bamboo powder and calcium carbonate for a triple-action approach to stain removal. The formula also includes grapefruit seed extract and perilla seed extract, which have mild antibacterial properties. The 6 oz tube is larger than most natural toothpaste offerings (typically 4-4.7 oz), which improves the per-ounce value.
A common complaint about natural toothpaste in online communities is that it doesn’t leave your mouth feeling as “clean” as conventional toothpaste. Jason Powersmile directly addresses this — the strong peppermint flavor and baking soda base deliver a clean, fresh feeling that rivals conventional brands.
Key Features
- Powerful Peppermint flavor — the strongest mint in our roundup
- Bamboo powder, baking soda, and calcium carbonate for whitening
- Grapefruit seed and perilla seed extracts for antibacterial support
- Free from SLS, fluoride, gluten, artificial colors, and saccharin
- Generous 6 oz tube size
Who It’s Best For
If the reason you’ve avoided natural toothpaste is that you worry it won’t feel as clean or fresh as Colgate or Crest, Jason Powersmile is your bridge product. The strong peppermint flavor satisfies the expectation of a “real” toothpaste experience while keeping the ingredient list clean. It’s also a good pick for people who struggle with bad breath — the intense peppermint and baking soda combination provides longer-lasting freshness than milder natural options.
Potential Downsides
The strong peppermint may be too intense for people with sensitive mouths or those who prefer a subtler flavor. The baking soda base contributes to a slightly gritty texture that some users mention in reviews — it’s less smooth than Tom’s or Burt’s Bees. Like our other picks, it’s fluoride-free without a remineralizing substitute. Jason is now owned by Hain Celestial Group, a large natural products conglomerate — not a concern for most people, but worth noting for those who prefer independent brands.
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Desert Essence Tea Tree Oil & Neem Toothpaste
Desert Essence Tea Tree Oil & Neem Toothpaste
Best for: People who want a therapeutic, gum-focused herbal formula
- Australian tea tree oil for natural antibacterial properties
- Neem extract — an Ayurvedic ingredient used for gum health for centuries
- Baking soda and natural silica for gentle cleaning and whitening
- Wintergreen flavor — a refreshing alternative to peppermint
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Why We Recommend It
Desert Essence takes a more therapeutic approach than most natural toothpastes. The formula centers on two ingredients with long histories in traditional medicine: Australian tea tree oil, which has well-documented antibacterial and anti-inflammatory properties, and neem, an Ayurvedic ingredient used for oral health for thousands of years. A 2020 systematic review in the Journal of Ethnopharmacology found that neem extracts show promising antibacterial activity against oral pathogens.
At 4.7 stars, Desert Essence has the highest rating in our roundup, and reviewers consistently highlight two things: the noticeable improvement in gum health and the unique Wintergreen flavor that’s a welcome alternative to the peppermint that dominates the natural toothpaste market.
The formula is rounded out with baking soda and natural silica for cleaning and mild whitening, plus sea salt for additional antibacterial support. It’s free from SLS, fluoride, gluten, parabens, and artificial flavors. Desert Essence has been making tea tree oil products since 1978, so this isn’t a trend-chasing addition — it’s their core competency.
Key Features
- Australian tea tree oil — naturally antibacterial and anti-inflammatory
- Neem extract for traditional Ayurvedic gum support
- Wintergreen flavor — a distinctive alternative to peppermint
- Free from SLS, fluoride, gluten, parabens, and artificial colors/flavors
- Vegan, cruelty-free formulation
Who It’s Best For
Desert Essence is the pick for people whose primary concern is gum health rather than whitening. If you have gingivitis-prone gums, experience bleeding when flossing, or simply want a toothpaste that does more for your gums than just cleaning, the tea tree and neem combination offers genuine therapeutic potential. It’s also a strong choice for anyone bored with peppermint — the Wintergreen flavor is genuinely different and refreshing. People who already use tea tree oil in other parts of their routine will appreciate the consistency.
Potential Downsides
Tea tree oil has a distinctive medicinal taste that not everyone appreciates. While the Wintergreen flavor balances it well, the overall taste profile is more “herbal remedy” than “conventional toothpaste” — it takes a few days to adjust if you’re coming from mainstream brands. Some dental professionals note that while tea tree oil’s antibacterial properties are promising, it’s not a substitute for fluoride in terms of cavity prevention. The 6.25 oz tube is generous but the single-tube format means a higher per-purchase cost than multi-packs.
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Buyer’s Guide: What “Natural Toothpaste” Actually Means
The Label Problem
The word “natural” isn’t regulated by the FDA for oral care products. Any toothpaste can call itself natural, regardless of what’s in it. This is the biggest source of confusion in the category — and it’s why we focused our evaluation on what’s actually in the formula rather than what’s on the label.
What most people mean when they say they want “natural toothpaste” is: fewer synthetic chemicals, no artificial colors or flavors, no SLS (the foaming agent that can cause canker sores), and ideally no fluoride. All six of our picks meet that basic definition, but they differ in how far they go — Dr. Bronner’s is 70% organic with fair-trade sourcing, while Hello prioritizes accessibility and price.
The Fluoride Question
This is the most debated topic in natural oral care. The American Dental Association considers fluoride essential for cavity prevention, and mainstream dentists overwhelmingly recommend fluoride toothpaste. Holistic and biological dentists take a more cautious view, noting concerns about fluoride accumulation and pointing to alternatives like hydroxyapatite.
All six of our picks are fluoride-free. If you want the enamel-strengthening benefits of an active ingredient without fluoride, consider our best hydroxyapatite toothpaste picks, which use a biocompatible mineral to remineralize teeth. If you want a natural toothpaste that includes fluoride, Tom’s of Maine offers a Whole Care line with fluoride, and we cover fluoride options in our best fluoride toothpaste guide.
SLS: Why Natural Toothpastes Skip It
Sodium lauryl sulfate (SLS) is the foaming agent in most conventional toothpastes. It’s what creates that lather when you brush. Research suggests SLS may contribute to canker sores in susceptible people and can irritate sensitive mouth tissue. All six of our picks are SLS-free, which means less foam — this feels strange at first if you’re used to conventional toothpaste, but it doesn’t affect cleaning effectiveness. Your toothbrush does the cleaning, not the foam.
Charcoal, Baking Soda, and Abrasiveness
Two of our picks (Hello and Jason) include potentially abrasive ingredients — activated charcoal and baking soda, respectively. Both can be effective for whitening, but dental professionals recommend caution. Charcoal in particular has limited clinical evidence for whitening despite its popularity, and highly abrasive toothpastes can gradually wear down enamel. Our picks use finely-milled versions of these ingredients that are less abrasive than DIY approaches, but if you have sensitive or weakened enamel, consider sticking with hydrated silica-based whitening (Tom’s, Burt’s Bees) or skipping whitening altogether.
What About Certifications?
Look for these when evaluating natural toothpaste claims: B Corp certification (whole company values), Leaping Bunny (cruelty-free), USDA Organic (ingredient sourcing), and Non-GMO Project Verified. Dr. Bronner’s and Burt’s Bees carry the most certifications in our lineup. Note that no natural toothpaste in our roundup carries the ADA Seal of Acceptance — the ADA doesn’t typically grant it to fluoride-free products, which is a limitation of the seal system rather than a reflection of these products’ quality.
Frequently Asked Questions
Is natural toothpaste as effective as regular toothpaste?
For cleaning teeth and removing plaque, yes — a scoping review in BMC Oral Health found that both natural and conventional toothpastes achieve significant plaque reduction, though conventional toothpaste was marginally more effective in some studies. Where natural toothpaste falls short is cavity prevention: without fluoride or hydroxyapatite, most natural toothpastes don’t actively remineralize enamel. If cavities are a concern, supplement with a fluoride rinse or choose a hydroxyapatite toothpaste.
Can natural toothpaste prevent cavities?
Most natural toothpastes without fluoride or hydroxyapatite offer limited cavity prevention. They clean effectively and may reduce plaque (which contributes to cavities), but they don’t provide the active remineralization that fluoride and hydroxyapatite deliver. If cavity prevention is your priority, consider our best hydroxyapatite toothpaste picks for a natural option with clinical evidence for enamel repair.
Is charcoal toothpaste safe for enamel?
The evidence is mixed. The ADA has noted limited clinical proof that charcoal whitens teeth, and some dental researchers caution that charcoal can be abrasive enough to wear enamel over time. However, reputable brands like Hello use finely-milled charcoal that’s less abrasive than raw activated charcoal. If you choose charcoal toothpaste, use gentle brushing pressure and consider alternating with a non-charcoal option.
Why does natural toothpaste not foam as much?
Most natural toothpastes skip sodium lauryl sulfate (SLS), the foaming agent in conventional toothpaste. Less foam doesn’t mean less cleaning — your toothbrush bristles do the mechanical cleaning work, not the suds. Many people actually prefer the low-foam experience once they adjust, especially those who experienced canker sores or mouth irritation from SLS.
Should kids use natural toothpaste?
For children under 6, the American Academy of Pediatric Dentistry recommends fluoride toothpaste in small amounts to prevent cavities during critical enamel development. If you prefer natural products for your kids, look for a natural toothpaste with fluoride (Tom’s of Maine makes one), or discuss hydroxyapatite options with your pediatric dentist. Our product picks in this guide are formulated for adults. For kid-specific recommendations, see our best toothpaste for kids guide.
What does “organic” mean for toothpaste?
Unlike food, there’s no strict USDA standard for “organic toothpaste.” Brands like Dr. Bronner’s list their organic percentage (70%) and source organic-certified ingredients, but the finished product doesn’t carry a USDA Organic seal the way food does. If organic sourcing matters to you, look for brands that specify the organic percentage and list which specific ingredients are organic.