Hello Products, marketed as “naturally friendly,” faces serious contamination allegations in its children’s toothpaste products. Damany Browne filed the hello toothpaste lawsuit on July 11, 2025. The lawsuit claims certain Hello kids’ toothpaste products contain dangerous levels of lead and mercury. Lab tests revealed Hello Kids Dragon Dazzle toothpaste had 428.4 parts per billion of lead—28 times higher than the EPA’s action level—and 11.8 ppb of mercury.
The hello toothpaste class action lawsuit reveals more concerning findings. “Fresh Watermelon”-flavored Hello Kids Fluoride Free toothpaste showed 493 ppb of lead—32 times above the EPA’s allowable level—and 19 ppb of mercury, nine times higher than the 6-year-old contaminant limit. Colgate-Palmolive Company has owned Hello Products since 2020, building its reputation on “naturally friendly” oral care items. The hello toothpaste lawsuit 2025 adds to several legal challenges the company faces. The hello charcoal toothpaste lawsuit stands out, where dentists warn that regular use can erode tooth enamel and increase sensitivity and cavity risks. Parents across the country now wait for news about the hello toothpaste lawsuit payout date as courts process the litigation.
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What is Hello Toothpaste and Why It’s Under Fire
Craig Dubitsky founded Hello Products in 2012 as a game-changer in the oral care industry. The brand positioned itself as a “naturally friendly” alternative to traditional toothpaste brands. They focused on plant-based ingredients and environmentally conscious packaging. Dubitsky began a mission to create personal care products that worked well, stayed natural, and appealed to modern consumers who wanted alternatives to conventional oral hygiene products.
Origins and natural branding
The original marketing strategy of Hello focused on transparency and clean ingredient formulations. Their colorful, minimalist packaging and friendly messaging stood out from clinical dental care marketing. This approach struck a chord with millennials and health-conscious consumers who wanted products without artificial sweeteners, dyes, or harsh chemicals. The brand’s vegan-friendly formulations and cruelty-free testing policies helped them build a loyal customer base through direct-to-consumer channels and select retailers.
Colgate acquisition and market expansion
Oral care giant Colgate-Palmolive acquired Hello Products in January 2020 for an undisclosed sum. This was a big deal as it meant Hello now had better distribution capabilities and manufacturing resources. The brand expanded from specialty retailers into major national chains and international markets under Colgate’s ownership. This rapid growth led to more scrutiny of the brand’s product formulations and marketing claims. The hello toothpaste lawsuit 2025 and related legal challenges followed.
Product lines and target audience
Hello’s product portfolio covers several distinct categories for specific consumer segments. They offer fluoride and fluoride-free options, activated charcoal formulations, and children’s products with playful packaging and fruit flavors. The hello charcoal toothpaste lawsuit focuses on whitening benefits that scientific evidence allegedly doesn’t support. The hello toothpaste class action lawsuit deals with children’s products that allegedly contain harmful contaminants, despite marketing them to parents as safe alternatives. At time of writing, hello toothpaste lawsuit payout date remains unknown. These legal challenges have damaged Hello’s carefully built image as a trustworthy, natural alternative in the oral care market.
The Hello Toothpaste Class Action Lawsuit Explained
Class action lawsuits against Hello Products have popped up in the last few years. The most important cases focus on the company’s fluoride products and how they market them.
Overview of the 2025 fluoride mouthwash lawsuit
Miller et al. v. Hello Products LLC started in January 2025 at the U.S. District Court for the Southern District of California. The lawsuit targets Hello’s Kids Fluoride Rinse products that come in child-friendly flavors like ‘Unicorn Splash’ and ‘Wild Strawberry’. Parents across the country claim these products have the same fluoride levels as adult versions but come in packaging that appeals to children. The lawsuit also points out that Hello’s fluoride mouthwash doesn’t properly warn users about health risks.
Claims of misleading marketing to parents
Deceptive marketing practices are the foundations of the hello toothpaste class action lawsuit. Parents say Hello’s packaging makes fluoride products too attractive to young children, which leads to overuse or accidents. The lawsuit also shows that Hello downplays serious risks like fluoride toxicity that can cause nausea and vomiting, plus dental fluorosis—permanent enamel discoloration. Hello didn’t include mandatory front-label notices required for such products.
FDA and ADA fluoride guidelines for children
The FDA and American Dental Association don’t recommend fluoride mouthwash for kids under six unless a dentist says otherwise. Young children might swallow too much fluoride, which becomes toxic in large amounts. The ADA and AAP still back age-appropriate fluoride toothpaste amounts and fluoridated water to prevent cavities. This is a big deal as it means that the hello toothpaste lawsuit 2025 pushes for clearer warnings on products meant for younger children.
Hello toothpaste lawsuit payout date expectations
The fluoride mouthwash lawsuit continues actively and doesn’t have a set payout date yet. Looking at past settlements, people might get different amounts. Small consumer payouts could range from $5.00 to $50.00 without proof of harm. Cases with moderate harm like minor health issues might see $100.00 to $1,000.00. Severe fluoride poisoning cases could get more than $5,000.00 per person. The previous hello charcoal toothpaste lawsuit ended with a $1.50 million settlement, paying up to $6.00 per product bought.
Other Major Lawsuits Against Hello Products
Hello Products faces several legal challenges beyond the 2025 fluoride lawsuit. These lawsuits question their marketing practices and product safety.
Hello charcoal toothpaste lawsuit and enamel damage
A class action lawsuit in October 2019 claimed Hello’s activated charcoal toothpaste damaged tooth enamel permanently. The plaintiffs said the product was too abrasive and removed protective enamel instead of surface stains. A customer reported severe pain and multiple chipped teeth after using Hello products. Hello Products ended up paying a $1.50 million settlement without accepting any blame. Customers received up to $6.00 for each product they bought. In spite of that, Hello still sells charcoal toothpaste and claims it meets the American Dental Association’s safety standards for abrasiveness.
Artificial sweeteners mislabeling case
Norah Flaherty filed a new hello toothpaste lawsuit in March 2023 about misleading advertising. She challenged Hello’s “no artificial sweeteners” claim on products containing sorbitol and xylitol. The lawsuit states these sweeteners are synthetic because they come from hydrogenated starch and xylose. Hello’s chemists added these artificial ingredients but marketed the products as artificial sweetener-free. This deception let the company charge more for regular products.
Lead and mercury contamination in kids’ toothpaste
The latest hello toothpaste lawsuit from July 11, 2025 brings serious contamination claims. This class action states Hello Kids Dragon Dazzle and Watermelon-flavored toothpastes have dangerous levels of lead and mercury. Lead Safe Mama’s independent tests found the watermelon flavor had 493 parts per billion of lead—32 times above EPA limits. The mercury level was 19 ppb, nine times higher than allowed. Children face special risks from these toxic metals because their brains are still developing.
How Hello’s Marketing May Have Misled Consumers
Hello Products faces ongoing litigation due to its marketing tactics. A detailed review shows how the company’s strategies might have misled consumers about their products’ safety and ingredients.
Use of child-friendly flavors and packaging
Hello’s children’s products come with bright colors, cartoon characters, and flavors like “Dragon Dazzle” and “Wild Strawberry.” These design elements appeal to young children but don’t clearly separate adult and child formulations. The hello toothpaste class action lawsuit highlights how these playful features could lead children to use too much product without adult supervision.
Social media and influencer marketing
The company built its reputation through strategic collaborations with family-focused influencers who promoted Hello as a safe, natural alternative to regular toothpaste. These campaigns highlighted the “naturally friendly” message without mentioning potential risks. The hello charcoal toothpaste lawsuit showed how this marketing overshadowed dentists’ concerns about the product’s abrasiveness. Many influencers’ posts about Hello products also failed to include proper safety disclaimers.
Lack of proper warnings on fluoride products
The hello toothpaste lawsuit 2025 raises serious concerns about unclear warnings on fluoride products. The FDA requires specific warning labels for fluoride products. However, plaintiffs claim Hello’s packaging makes these warnings hard to read or downplays them, which could put children at risk if they swallow too much fluoride.
Summary
Hello Products lawsuits mark a turning point for a brand known for its “naturally friendly” oral care. The company started as an innovator but now faces serious allegations that go against its core marketing claims. The discovery of lead and mercury levels is a big deal as it means that safety guidelines raise serious concerns for parents who trusted these products for their children’s teeth.
Legal challenges go way beyond simple labeling problems. The hello toothpaste lawsuit 2025 shows how attractive packaging and kid-friendly flavors might hide serious health risks. Many families now wonder if the premium prices they paid actually got them the safe and natural ingredients the company promised.
Parents need to keep an eye on the ongoing litigation. No specific hello toothpaste lawsuit payout date exists yet, but past settlements point to possible compensation from basic refunds to larger amounts based on proven harm. The pattern of legal challenges – from charcoal abrasiveness to artificial sweetener mislabeling – shows that these problems are systemic.
Hello Products cases remind us to look carefully at marketing claims, especially for products our kids use. Even with Colgate-Palmolive’s backing, these lawsuits show that big companies must validate their claims with real product safety. Families who used these products should track case updates and talk to their doctors about exposure risks.