Colgate-Palmolive plans to launch a new look and marketing campaign for its children’s fluoride toothpaste later this year, phasing out the iconic “swirl” design from its packaging.
The move is in response to a civil investigation launched by Texas Attorney General Ken Paxton in May 2025.
As part of his “Make America Healthy Again” initiative, Paxton has targeted Procter & Gamble, the maker of Colgate and Crest toothpaste, citing scientific evidence that excessive fluoride exposure can be harmful to children. He claims the companies are “illegally” selling products that encourage children to swallow toothpaste.
A 2024 meta-analysis by the National Toxicology Program linked fluoride exposure to lower IQ in children, a point also highlighted in a press release from Paxton’s office.
The new packaging will be available online on November 1st and in stores thereafter. It will highlight safe usage instructions for children aged 3 to 6: a “pea-sized amount” for children aged 3 to 6 and a “smear-sized amount” for children under 3. Colgate’s recommended usage remains unchanged.
Paxton criticized the previous packaging images as misleading and illegal and issued a consumer disclosure statement.
Paxton praised Colgate’s decision, calling it a “historic example” of protecting children’s health and encouraging other companies to follow suit. Meanwhile, he continues to investigate Procter & Gamble and is running for the U.S. Senate in 2026.
A study published in the Journal of the American Medical Association Pediatrics in January 2025 also suggested that high fluoride exposure is associated with lower IQs in children, although some dental experts questioned the study’s methodology and recommended against changing public fluoride policy based on its findings.
