We Compared Laro to Colgate Total, Ingredient by Ingredient

Colgate Total is the most widely used toothpaste in the UK, used by tens of millions of people. It is a safe, regulated product, approved by dental and health authorities. We are not writing this post to say otherwise.

What we are doing is being transparent about why we made different formulation choices when we created Laro - and why those differences are worth understanding if you're thinking carefully about what goes in your mouth.

The comparison

We put together a full, function-by-function comparison of Colgate Total and Laro Naturally Whitening Toothpaste, cross-referenced against the published INCI ingredient lists for both products. You can download the full Laro Swap Guide here. 

Below, we've explained the five differences we think are most significant.

1. Remineralisation: Sodium Fluoride vs Hydroxyapatite

Colgate Total uses sodium fluoride as its primary remineralisation ingredient. Fluoride has decades of clinical evidence and remains the standard recommendation of most dental associations globally.

Laro uses hydroxyapatite - the mineral that enamel is actually made from. It integrates directly into the enamel crystalline structure, filling micro-defects and supporting remineralisation from a structural level. A growing body of clinical research, including comparative trials against fluoride toothpaste, indicates it performs comparably for enamel protection. It is the dominant active ingredient in Japanese dental care, where fluoride-free products have been standard for decades.

We don't claim hydroxyapatite is superior to fluoride for all uses. We believe it is a valid and increasingly well-evidenced alternative - particularly for those who have chosen to reduce fluoride exposure, for use during pregnancy, or for children.

2. Foaming Agent: SLS vs none

Colgate Total contains Sodium Lauryl Sulfate (SLS), which creates toothpaste's familiar foam. Multiple published clinical studies - including research by Herlofson and Barkvoll (1994) and subsequent trials - have found an association between SLS-containing toothpastes and increased frequency of aphthous ulcers and oral mucosa irritation in susceptible individuals. For most people, this is not a concern. For those with recurring mouth ulcers or gum sensitivity, SLS-free toothpaste is increasingly recommended by dental professionals.

Laro contains no SLS. We use a small amount of cocamidopropyl betaine - a significantly gentler surfactant derived from coconut oil - solely to achieve a mild, even distribution.

3. Whitening Pigment: Titanium Dioxide vs none

Colgate Total contains titanium dioxide as an inactive ingredient, primarily for its whitening and opacity effect on the paste itself. In 2022, titanium dioxide was removed from EU-approved food products under Regulation (EC) 2022/63, following a safety review by the European Food Safety Authority (EFSA) which concluded that genotoxicity could not be ruled out. It is also classified by the International Agency for Research on Cancer (IARC) as Group 2B - 'possibly carcinogenic' - based primarily on inhalation studies.

To be clear: the EU food ban applies to its use as the food additive E171, and the IARC Group 2B classification was based on inhalation exposure data. The same classification applies to, for example, coffee extract and pickled vegetables - it is the lowest IARC category of concern. Titanium dioxide's use in non-spray cosmetics and toothpaste remains permitted under current EU regulation. We are not claiming it is unsafe in Colgate Total at normal toothpaste-use levels.

What we chose to do was avoid it entirely. Laro achieves whitening through bromelain - a natural enzyme derived from pineapple that dissolves stain proteins - and kaolin clay, a gentle mineral polishing agent. No synthetic pigments.

4. Sweetener: Sodium Saccharin vs Xylitol and Stevioside

Colgate Total uses sodium saccharin, a synthetic sweetener. Laro uses xylitol and stevioside - both naturally derived. Beyond the taste preference, xylitol has a meaningful functional benefit: published research has consistently found that it selectively inhibits Streptococcus mutans, the primary cavity-causing bacterium in the oral microbiome, without broad antimicrobial effects.

5. Fragrance: Synthetic blend vs essential oils

Colgate Total's flavouring includes 'aroma' - a synthetic blend - and limonene, which appears on the EU's regulated list of 26 fragrance allergens that must be declared on cosmetic product labels under Regulation (EC) No 1223/2009. Laro uses only wild mint, lemon, and bergamot essential oils. No synthetic fragrance compounds.

Colgate Total meets all regulatory requirements. It is used safely by millions of people every day. This comparison reflects the choices we made when formulating Laro, and the reasoning behind them. We've published it because we believe transparency about what goes into oral care products matters — not to suggest that conventional toothpaste is dangerous.

→ Download the full Laro Swap Guide — function-by-function ingredient comparison. 

→ Explore Laro's Naturally Whitening Toothpaste.