Hello Toothpaste Lawsuit

Could your child’s toothpaste be putting them at risk? That’s the question at the heart of a growing number of lawsuits against Hello Products, a company that markets itself as a “naturally friendly” oral care brand. While Hello toothpaste and mouthwash promise safe ingredients and kid-approved flavors, legal claims argue that some of their fluoride-containing products may be misleading consumers—especially parents who purchase them for young children.

What Is Hello Toothpaste?

Hello toothpaste is a brand that markets itself as a natural, eco-friendly alternative to traditional toothpaste. Founded with the goal of creating oral care products that are free from artificial sweeteners, dyes, and preservatives, Hello has gained popularity among consumers looking for fluoride-free and charcoal-infused options.

The brand offers a wide variety of toothpaste formulations, including fluoride and fluoride-free versions, charcoal toothpaste for whitening, and even specialty formulations designed for kids. Many of its products highlight vegan, cruelty-free, and sustainable ingredients, appealing to health-conscious and environmentally friendly consumers. However, despite its marketing as a gentler, more natural choice, some of Hello’s products—especially its charcoal toothpaste—have come under scrutiny for potential risks to tooth enamel and overall dental health.

In recent years, Hello charcoal toothpaste has been at the center of controversy due to concerns about its abrasiveness and long-term impact on enamel. Some dentists have warned that frequent use of charcoal-based toothpaste can erode enamel, leading to increased tooth sensitivity and a higher risk of cavities. Additionally, legal discussions have emerged regarding whether Hello’s marketing claims about its effectiveness and safety are misleading. While the brand has not brough on a recall, concerns about fluoride poisoning, ingredient transparency, and regulatory oversight continue to grow, particularly as consumers compare Hello’s products to other natural toothpaste brands like Tom’s and Boka.

Hello Toothpaste Marketing

If you have never heard of Hello toothpaste, you are not a kid. Hello Products has mastered the art of kid-friendly marketing, using bright packaging, fun flavors, and playful messaging to make toothpaste feel more like a treat than a daily hygiene essential. Unlike traditional brands that emphasize cavity prevention and dental health, Hello’s branding is built around excitement, taste, and sensory appeal—especially when it comes to products for children.  The marketing adopts the success that video game manufactures have been using of years (and have lead to lawsuits).

One of Hello’s most effective strategies has been flavor innovation. With names like Unicorn Splash, Wild Strawberry, and Bubble Gum, Hello transforms brushing into an experience that feels more like enjoying a sweet snack than a chore. These flavors are reinforced by vibrant, candy-like packaging, making the products look appealing to kids and easy for parents to spot on store shelves. The brand even uses phrases like “tastes magical” and “so delicious they’ll rush to rinse”, framing toothpaste as something children will actively crave—rather than something they have to be reminded to use.

Hello’s marketing extends beyond packaging and flavors. Social media, especially TikTok and Instagram, has played a major role in fueling its success. Influencers and parenting bloggers frequently share videos of kids excitedly using Hello toothpaste, reinforcing the idea that it’s a “must-have” for parents who want their children to enjoy brushing. The brand’s fun, conversational tone also makes it highly shareable online, with posts featuring emojis, catchy phrases, and lighthearted humor that resonates with both kids and parents.

By making toothpaste fun, Hello has created a powerful form of pester power—where kids pressure their parents into purchasing a product. A child who sees a bright pink, strawberry-scented toothpaste with a unicorn on the bottle is far more likely to ask for it than a generic, mint-flavored option. And once parents see their kids excited about brushing, they’re more likely to continue buying Hello, believing it encourages good habits.

However, this same marketing approach has raised concerns. Critics argue that by making fluoride mouthwash and toothpaste look and taste like candy, Hello is increasing the risk of overuse and accidental ingestion among young children. This concern has been at the center of multiple lawsuits, as plaintiffs claim that Hello’s branding misleads parents into believing its products are safer than they really are.

What Are the Hello Tootpaste Lawsuits About?

Parents across the country have filed lawsuits against Hello Products, alleging that certain Hello kids’ toothpastes and Hello fluoride mouthwashes are deceptively marketed. The lawsuits claim that Hello’s fluoride mouthwash, designed for children, fails to properly warn parents about potential health risks.

Nothwithstanding the arguments over fluoride in water, it is generally agreed that fluoride isbeneficial for cavity prevention in the right amounts. But it can be toxic if swallowed in excess—especially for children under six. Despite this, Hello kids toothpaste and Hello mouthwash are packaged with fun flavors like “Wild Strawberry” and “Unicorn Splash,” which some argue make them too appealing to young children, increasing the likelihood of overuse or ingestion.

But that’s not all. The Hello toothpaste lawsuit also brings up concerns about misleading labeling. Parents purchasing Hello toothpaste for kids might assume it’s safe for preschool-aged children, but health experts, including the FDA and American Dental Association, recommend against fluoride mouthwash for children under six unless directed by a dentist for the very reason we just talked about: overuse or ingestion. So the strongest cases in this litigation, as we discuss when talking settlement payouts below, will be fluoride overdoes claims.

The lawsuits argue that Hello’s marketing downplays these risks, leaving parents unaware of potential dangers.

Flavored Toothpaste and Hidden Dangers

Hello Toothpaste Timeline

Hello Products has marketed itself as a naturally friendly brand, but multiple lawsuits have challenged its claims. From misleading fluoride safety claims to artificial sweetener disputes, consumers have accused the company of deceptive marketing. Below is a timeline of key events outlining the evolution of Hello toothpaste and the legal battles it has faced.

Types of Claims 

This is hardly the first class action lawsuit against dental care products.  Lawsuits against oral care companies are becoming increasingly common, particularly when brands mislead consumers about safety, effectiveness, or ingredients. Recent legal actions against Hello Products, Tom’s of Maine, and Boka highlight growing concerns over fluoride risks, misleading claims, and the lack of proper warnings for children. But how much settlement money do these lawsuits actually bring in? And what can consumers expect if these cases lead to settlements or judgments?

So let look at the type of claims in the Hello Products tootpaste class action:

Misleading Labeling & False Advertising

Many oral care lawsuits revolve around false advertising and misleading health claims. Companies often exaggerate the benefits of their toothpaste or mouthwash while downplaying risks. For example, the Tom’s Natural Toothpaste lawsuit accused the brand of falsely marketing its toothpaste as “all-natural,” despite containing synthetic ingredients. Similarly, the Hello Products class action lawsuit claims that Hello fluoride mouthwash was marketed for children while failing to warn parents that the FDA and ADA advise against fluoride mouthwash for kids under six.

Toxic or Dangerous Ingredients

Another common legal issue is the use of potentially harmful ingredients in toothpaste and mouthwash. Charcoal toothpaste, fluoride, and hydroxyapatite have all been at the center of litigation. In the Boka toothpaste lawsuit update, plaintiffs argue that the brand misrepresented hydroxyapatite’s ability to prevent cavities compared to fluoride. Likewise, Hello charcoal toothpaste lawsuits raise concerns that charcoal may be too abrasive for enamel, leading to long-term dental damage.

Lack of Proper Warnings

Many lawsuits claim that oral care companies fail to provide proper warnings, particularly for children. In the Hello toothpaste lawsuit, parents argue that Hello’s kid-friendly flavors, like Wild Strawberry and Unicorn Splash, encourage children to swallow the product—despite known risks of fluoride ingestion. Regulatory agencies like the FDA require warnings for fluoride mouthwash, but lawsuits claim Hello does not adequately highlight these dangers.

Product Recalls & Defective Products

A Hello toothpaste recall could occur if lawsuits uncover significant health risks or labeling violations. Other brands, like Tom’s toothpaste kids line and Boka toothpaste, have faced scrutiny over whether their formulas live up to their safety claims. A potential Hello strawberry toothpaste recall could be on the horizon if more parents report concerns about its safety for young children.

Do we expect a Hello tootpaste recall?  We do not.  And we are not calling for one either.

Potential Settlement Payouts 

Settlement payouts depend on several factors, including the severity of harm, number of plaintiffs, and strength of evidence. Here’s a look at what plaintiffs might expect:

• Small Consumer Settlements ($5 – $50 per person)
  If a lawsuit leads to a settlement without clear physical harm, individual payouts may be relatively small. In past cases, brands have offered refunds or small cash payments to customers who purchased misleading products. Honestly, the smart money suggest that this is where this lawsuit will end up, even if it is successful.
• Medium Settlements ($100 – $1,000 per person)
  If plaintiffs can prove moderate harm, such as dental damage from an abrasive formula or fluoride ingestion leading to minor health issues, settlements may be higher.
• High-Value Settlements ($5,000+ per person)
  Larger settlements typically occur if significant physical harm is proven. For example, if Hello toothpaste kids led to serious fluoride poisoning, affected families could receive higher payouts in court or via settlement negotiations.

So unless you have an injury claim, most likely from floride overdose, you are not get a lot of money in a Hello toothpaste settlement.  So even if everything goes right for plaintiff and these cases settled for millions, consumers will not see a lot of money even on these lawsuits best day.

What Consumers Should Watch For

If you’re shopping for Hello toothpaste kids or any other fluoride rinse for children, always check the label carefully. Look for clear fluoride warnings, and if you have a child under six, consult a pediatric dentist before using mouthwash. As for legal developments, the Hello Products class action lawsuit could lead to greater transparency in labeling and marketing.

Consumers searching for information on who owns Hello toothpaste or whether Hello fluoride toothpaste is truly better for kids should stay informed as more lawsuits emerge. Whether or not a Hello strawberry toothpaste recall happens, these cases shine a light on the need for clear, honest marketing—especially when it comes to products designed for children.

Want more updates on the latest in oral care lawsuits, including potential Hello toothpaste recalls? We are informing victims about all lawsuits, including ones like this that we are not handling.  Keep checking back for the latest legal news.