Hello Toothpaste Lawsuit: What Consumers Need to Know

Hello Products built its brand on trust. Bright packaging, “naturally friendly” messaging, and kid-approved flavors made it a go-to for health-conscious parents across the United States. But since 2023, the brand has faced a growing number of legal challenges that put those claims under serious scrutiny.

If you’ve been searching for information about the Hello toothpaste lawsuit, you’re not alone. Parents, consumers, and watchdog groups have all raised questions about what’s really inside Hello’s products — and whether the company was upfront about it.

This article breaks down every major lawsuit, what each one claims, where things currently stand, and what it means for you as a consumer.

What Is the Hello Toothpaste Lawsuit?

The term “Hello toothpaste lawsuit” actually refers to several separate legal actions filed against Hello Products LLC between 2023 and 2025. The cases fall into two broad categories: misleading marketing claims and heavy metal contamination in children’s toothpaste.

Hello Products LLC has been owned by Colgate-Palmolive since 2020, when the consumer goods giant acquired it for a reported $351 million. That means all legal and financial responsibility now sits with one of the world’s largest oral care companies.

Quick Answer

Multiple lawsuits have been filed against Hello Products LLC alleging that its toothpastes were marketed with misleading claims — including “99% natural” and “no artificial sweeteners” — and that certain children’s formulas contain dangerous levels of lead and mercury far above EPA safety thresholds. As of mid-2026, the cases are ongoing, no recall has been issued, and no settlement has been reached.

A Timeline of Hello Toothpaste Legal Challenges

1. The “99% Natural” Lawsuit — Procter & Gamble v. Hello Products

One of the earliest and most significant legal battles didn’t come from a consumer. Procter & Gamble, a direct competitor, sued Hello Products over its “99% natural” marketing claim, arguing the label was false and misleading.

The lawsuit alleged that Hello’s toothpaste contained ingredients that were extensively and chemically processed, making the “99% natural” claim inaccurate. After Hello agreed to a preliminary injunction and dropped the original claim, it began using “naturally friendly ingredients” instead. P&G then sought to expand the lawsuit to challenge that new phrase as well.

The case ultimately resolved with a permanent injunction — meaning Hello was legally barred from using that specific marketing language. As of late 2024, the brand’s packaging uses the phrase “made from naturally friendly ingredients.”

2. The “No Artificial Sweeteners” Lawsuit — Flaherty v. Hello Products LLC

Filed: March 2023

This class action was brought by a consumer who alleged that Hello falsely marketed its toothpastes as free from artificial sweeteners, even though they contained sorbitol and xylitol.

The lawsuit argued that both ingredients are produced through hydrogenation — a chemical process that alters natural substances significantly enough to qualify them as synthetic. According to the complaint, consumers paid a premium for a product they believed was free of artificial additives, but weren’t getting what they paid for.

As of late 2024, a motion to dismiss was pending and oral arguments had been heard. The court’s ruling will determine whether the case proceeds to the class certification stage.

3. Heavy Metal Contamination — California Class Action (Barton v. Colgate-Palmolive)

Filed: October 22, 2024 — U.S. District Court, Southern District of California

This lawsuit escalated concerns about Hello’s products significantly. Two California parents filed a proposed class action against Colgate-Palmolive, alleging that Hello Kids toothpaste varieties contained dangerous levels of lead.

Independent testing cited in the complaint found lead concentrations ranging from 236 to 658 parts per billion (ppb) across multiple Hello Kids products — including Unicorn Sparkle, Smiling Shark, and Dragon Dazzle flavors. For context, the EPA’s action level for lead in drinking water is just 15 ppb. That means some products tested at more than 40 times the EPA’s water safety threshold.

The plaintiffs — Barton and Fahrnkopf — are not claiming physical injury in this case. Instead, they argue economic harm: they paid for a product they would never have purchased had they known it contained lead. They are seeking restitution, damages, and a court order preventing Colgate from continuing what they describe as misleading safety representations.

The proposed class covers California consumers who purchased the toothpaste within the past four years.

4. Heavy Metal Contamination — New York Class Action (Browne v. Hello Products LLC)

Filed: July 11, 2025 — U.S. District Court, Southern District of New York

A second, broader heavy metal lawsuit followed in mid-2025. New York consumer Damany Browne filed a class action alleging that Hello Products sells its toothpaste — including children’s formulas — without warning consumers that certain products contain dangerous levels of lead and mercury.

The complaint focused specifically on Hello Kids Dragon Dazzle toothpaste and the “Fresh Watermelon” flavored Hello Kids Fluoride Free toothpaste. Testing cited in the lawsuit, conducted by the consumer safety organization Lead Safe Mama, found:

• Hello Kids Dragon Dazzle: Lead levels well above EPA thresholds
• Hello Kids Fresh Watermelon Fluoride Free: 493 ppb of lead (32 times the EPA’s allowable level) and 19 ppb of mercury (nine times the established contaminant limit)

The lawsuit alleges that lead and mercury are avoidable constituents in toothpaste manufacturing, and that Hello Products knew — or should have known — about the contamination risk before selling these products to consumers. No warnings appear on the packaging.

This case is broader than the California lawsuit. The proposed class covers New York purchasers of any Hello-branded toothpaste.

Why Heavy Metals in Toothpaste Are a Serious Concern

Most adults hear “lead” and think of old paint or pipes. But lead exposure through repeated oral contact — especially in young children — is a legitimate health concern.

According to health and environmental authorities, lead has no safe level of exposure in children. Even small amounts can interfere with brain development, affect cognitive function, and cause long-term developmental issues. Children’s bodies absorb lead more easily than adult bodies, making them significantly more vulnerable.

Mercury presents its own risks. Chronic exposure is associated with neurological damage, kidney problems, and developmental delays in children.

Parents who allow their children to use toothpaste twice a day — sometimes swallowing small amounts, especially younger kids — are understandably alarmed by these allegations.

Has Hello Toothpaste Been Recalled?

There has been one limited recall connected to Hello toothpaste, but it was unrelated to heavy metals.

In August 2023, Hello issued a voluntary recall of Hello Wild Strawberry Fluoride Toothpaste due to a labeling error. The mix-up could have misled consumers about the product’s fluoride content — a meaningful concern for parents managing their child’s fluoride intake.

As of mid-2026, no recall has been issued in response to the heavy metal contamination claims. Hello Products and Colgate-Palmolive have not pulled any products from shelves, and the FDA has not issued a mandatory recall or safety advisory specifically tied to these lawsuits.

Some websites have circulated inaccurate claims about an active recall. Those reports are not supported by confirmed regulatory action.

What Does Hello Products / Colgate Say?

Hello Products and its parent company Colgate-Palmolive have disputed the significance of the heavy metal testing cited in the lawsuits. The companies have not issued a recall, and as of the time of writing, no court has ruled against them on the contamination claims.

It’s important to note that toothpaste in the United States is not subject to pre-market FDA approval in the same way prescription drugs are. Fluoride-containing toothpastes are regulated as over-the-counter drugs and must meet certain FDA requirements, but the agency does not currently have a specific regulatory limit for lead in toothpaste — a gap that these lawsuits may help address.

What Is the Current Status of the Lawsuits?

Here’s a straightforward summary of where things stand as of mid-2026:

• Barton v. Colgate-Palmolive (California, 2024): Active in federal court. No class has been certified, no settlement reached.
• Browne v. Hello Products LLC (New York, 2025): Active in federal court. No class certification or settlement.
• Flaherty v. Hello Products LLC (sweeteners, 2023): Motion to dismiss under review.
• P&G v. Hello Products (“99% natural”): Resolved via permanent injunction.

No claim form currently exists because there is no settlement and no certified class. Consumers who purchased Hello products and want to be notified of future developments can register their interest with plaintiffs’ law firms handling the cases.

Common Misconceptions About the Hello Toothpaste Lawsuit

Misconception: Hello toothpaste has been officially recalled. The only recall was a limited 2023 labeling issue with one product. No recall has been issued over heavy metals.

Misconception: The lawsuit means Hello toothpaste is definitely unsafe. These are allegations. Courts have not yet ruled on the contamination claims, and independent testing methods can vary. That said, the lead levels cited in the lawsuits are significantly above established thresholds.

Misconception: Winning the lawsuit guarantees compensation. Class actions must be certified by a court before any settlement or payout can occur. Neither case has reached that stage.

Misconception: The FDA has set a safe level of lead for toothpaste. The FDA has not established a specific lead limit for toothpaste. The EPA limits used as benchmarks in the lawsuits apply to drinking water, not oral care products.

Misconception: “Natural” on the label means free of harmful substances. The term “natural” is loosely regulated in the personal care industry. Heavy metals can occur in products that use plant-based or mineral ingredients, depending on sourcing and manufacturing controls.

Key Facts at a Glance

• Hello Products LLC is a subsidiary of Colgate-Palmolive, acquired in 2020 for approximately $351 million
• The brand markets itself with terms like “naturally friendly,” “vegan,” and “thoughtfully formulated”
• Two active federal class actions allege lead and mercury contamination in Hello Kids toothpaste varieties
• Testing cited in the lawsuits found lead levels up to 32–40 times the EPA’s water safety threshold in some products
• The FDA has not set a specific lead limit for toothpaste, creating a regulatory gap
• No settlement or certified class exists as of mid-2026
• One limited recall occurred in 2023 — a labeling mix-up, unrelated to heavy metals
• Children are more vulnerable to lead exposure due to their developing brains and how their bodies process the metal

What Should Parents Do Right Now?

If you’ve been using Hello toothpaste for your children and you’re concerned, here are some practical steps:

1. Check which products are named in the lawsuits. The California case names Hello Kids Ans: Unicorn Sparkle, Smiling Shark, and Dragon Dazzle. The New York case broadly covers Hello Kids Dragon Dazzle and Fresh Watermelon Fluoride Free, as well as all Hello-branded toothpastes more generally.

2. Supervise brushing for young children. Regardless of brand, dentists recommend that children under six use only a pea-sized amount of toothpaste and be supervised to avoid swallowing.

3. Keep receipts or purchase records. If a settlement is eventually reached, having proof of purchase could support a future claim.

4. Consult your pediatrician if you have concerns about lead exposure. A simple blood test can screen for lead levels. If your child has been using one of the named products regularly, it’s a reasonable precaution to discuss with your doctor.

5. Monitor official sources for updates. The FDA’s MedWatch portal and the court dockets for both cases are the most reliable places for verified information.

Frequently Asked Questions

Q1: What is the Hello toothpaste lawsuit about?

Ans: It refers to multiple lawsuits against Hello Products LLC. The most serious allege that Hello Kids toothpaste contains dangerous levels of lead and mercury. Earlier cases challenged claims that the toothpaste was “99% natural” or free from artificial sweeteners.

Q2: Which Hello toothpaste products are named in the lawsuits?

Ans: The California case names Unicorn Sparkle, Smiling Shark, and Dragon Dazzle. The New York case covers Dragon Dazzle and Fresh Watermelon Fluoride Free, and also broadly includes all Hello-branded toothpaste.

Q3: Has Hello toothpaste been recalled over lead contamination?

Ans: No. As of mid-2026, no recall has been issued in response to the lead or mercury allegations. The only recall — a 2023 labeling issue — was unrelated.

Q4: How much lead was found in Hello toothpaste?

Ans: Testing cited in the lawsuits found lead ranging from 236 to 658 ppb in various Hello Kids products, and up to 493 ppb in one Fluoride Free variety. The EPA’s limit for lead in drinking water is 15 ppb.

Q5: Can I file a claim against Hello toothpaste right now?

Ans: Not yet. No settlement has been reached and no class has been certified. You can register interest with plaintiffs’ law firms to be notified if that changes.

Q6: Is Hello toothpaste still on store shelves?

Ans: Yes. The products continue to be sold, and no regulatory agency has ordered them removed. Consumers can decide for themselves based on available information.

Q7: Who owns Hello Products?

Ans: Colgate-Palmolive acquired Hello Products LLC in 2020 for approximately $351 million.

Q8: What does “naturally friendly” mean on Hello’s label?

Ans: It’s a marketing phrase, not a regulated standard. After a court-ordered injunction ended Hello’s use of “99% natural,” the brand adopted “naturally friendly ingredients” as its label claim. That phrase is also being challenged in ongoing litigation.

Key Takeaways

• Hello toothpaste has faced several lawsuits since 2023, covering both misleading marketing claims and heavy metal contamination
• The most serious active cases allege that Hello Kids toothpaste contains lead and mercury at levels far exceeding EPA safety thresholds for water
• Colgate-Palmolive, Hello’s parent company, has not issued a recall and disputes the claims
• No settlement or class certification has occurred — consumers cannot file claims yet
• The FDA does not have a specific lead limit for toothpaste, leaving a regulatory gap that these cases may help address
• Parents should supervise young children when brushing, use appropriate amounts of toothpaste, and consult a pediatrician if concerned about exposure

The Hello toothpaste lawsuit is still unfolding. Until courts rule and regulators respond, the facts available point to legitimate concerns that consumers deserve to understand. Staying informed — and making decisions based on verified information rather than rumors — is the most useful thing anyone can do right now.