Choosing the best toothpaste

Looking for a toothpaste that whitens, strengthens, repairs enamel or soothes sensitive teeth? 

There are hundreds of options making big promises, and prices can range from less than £1 to upwards of £20. But which ingredients really work and what's just clever marketing?

With insights from dental experts and Which? scientific advisor, Dr Neal Rimmer, we explain which ingredients to look out for and why. 

We also reveal which toothpaste claims hold up - and the ones that are on shakier ground - to help you choose the best toothpaste for your needs. 

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Choosing the best toothpaste

The two primary functions of a good toothpaste are plaque control and cavity prevention. 

Plaque is a sticky film of bacteria that forms on teeth and can lead to gum disease if not properly managed, according to a paper from the National Institute of Dental Research. It can also lead to tooth discolouration. Cavities are holes in your teeth caused by decay. They can cause pain and sensitivity, and may require expensive repairs such as fillings, root canals or crowns.

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The main types of toothpaste you'll find are:

• Basic all-rounder toothpaste: Cleans teeth and, if it includes fluoride, strengthens tooth enamel and prevents tartar and plaque build-up on teeth, and cavities
• Sensitive toothpaste: Claims to reduce tooth sensitivity to hot, cold, or sweet food and drink
  
• Whitening toothpaste: May claim to polish teeth and remove stains, and / or including whitening agents or have a temporary optical whitening effect
• Enamel repair toothpaste: Claims to repair or strengthen damaged or thinning enamel

The importance of fluoride

'Using fluoride toothpaste is advised due to its ability to prevent tooth decay', says Which? Scientific Adviser Dr Neal Rimmer  'Tooth decay is caused by acid producing bacteria that dissolve the minerals in tooth enamel, a process known as demineralisation.'

He adds: 'Fluoride gets inside bacteria and shuts down important enzymes, which stops them from growing, giving toothpaste its antibacterial properties.'  

Fluoride also combines with calcium and phosphate on the tooth’s surface to help rebuild enamel by forming strong fluorapatite crystals; 'these crystals are tougher against acid than other minerals in your teeth, making enamel stronger and helping to prevent damage and decay,' says Dr Rimmer.

What to look for when buying toothpaste

When buying toothpaste be sure to look out for the following:

• Check the fluoride concentration.  Most toothpastes contain between 1,000 to 1,450 parts per million (ppmf) fluoride, this is the standard recommended by the World Health Organization (WHO) to prevent tooth decay. Less than 1,000ppmF is a low concentration and offers limited or no protection against decay. Around 1,450ppmF is generally used in over-the-counter UK toothpastes and is recommended by our experts (the maximum allowed over the counter is 1500ppmf). Children's formulas may contain lower levels, while higher doses are available via prescription

• Pack size in ml. A toothpaste that looks cheap can be pricey when you calculate the price per 100ml compared with rivals.

• Paste vs Gel. Paste offers a thicker, more abrasive texture for stain removal, while gel is smoother and gentler - ideal for sensitivity. Both clean well, so pick what feels best to you.

If you have specific concerns around things such as whitening, sensitivity or enamel wear, see our ingredients guide (below) to understand the claims made about popular toothpaste ingredients, and our expert insights on whether the evidence supports them.  

Need a dentist? See our guide to private vs NHS dental charges for check-ups, treatments such as fillings and more

Best all-purpose toothpaste

Look for a toothpaste with fluoride for cavity protection and added stain removal ingredients. 

Fluoride strengthens enamel, helping to prevent decay, while stain removers, like hydrated silica, gently scrub away surface stains from everyday food and drink (such as coffee or tea) for a brighter smile. 

Here is a round up of the most popular all-purpose toothpastes available on the market. Please note that we haven't tested or reviewed these products. 

Toothpaste for sensitive teeth, whitening and enamel repair

A good brush is also essential for sparkling teeth. See our pick of the best electric toothbrushes based on our independent lab tests, including the best value options

Popular toothpastes to buy 

We haven't lab tested toothpaste yet, but here we've rounded up the most popular toothpastes in the UK by type to help you choose.

We've based this on data recording the most popular toothpastes in the UK according to Statista (2023 data) - a global data and business intelligence platform. 

From the popular brands (Colgate, Aquafresh, Sensodyne, Corsodyl, Hismile and Arm & Hammer), we've selected products based on search popularity and market research insights.

Many big brand toothpastes are regularly sold on special offer, so it's worth keeping an eye out for multi-buys or discounts on your favourites.

Popular toothpastes for sensitive teeth:

Colgate Sensitive Instant Relief Repair + Enamel Strength Toothpaste

Colgate Sensitive Instant Relief Repair + Enamel Strength Toothpaste contains sensitivity-combating ingredient arginine, and claims to offers instant sensitivity relief and strengthen enamel. It's widely available at retailers including Superdrug and Boots, priced around £1.50 to £5.99.

Oral-B Sensitivity & Gum Calm Original Toothpaste

Oral-B Sensitivity & Gum Calm Original Toothpaste claims to offer immediate relief for sensitive teeth. The main active ingredient is stannous fluoride, which also aids in enamel strengthening. Prices range from £2.50 to £5.00 for a 75ml tube and it is widely available at retailers including Boots and Ocado.

Sensodyne Rapid Relief Sensitive Toothpaste

Sensodyne Rapid Relief claims to help relieve sensitivity in just 60 seconds with stannous fluoride, while also protecting enamel. It costs around £3 - £5 for a 75ml tube, it's widely available at retailers including Superdrug. 

Arm & Hammer Sensitive Pro Baking Soda Toothpaste

Arm & Hammer Sensitive Pro Baking Soda Toothpaste contains Liquid Calcium which it says helps to repair enamel and baking soda for gentle whitening. It's widely available at retailers including Superdrug and Waitrose from between £2 -£5.

Popular whitening toothpastes:

Colgate Max White Ultimate Radiance At Home Teeth Whitening Toothpaste

One of Colgate's pricier hero products, its Max White Ultimate Radiance Toothpaste claims to reverse 15 years of 'deep-set' stains and have an instant colour correcting effect, promising up to 10 times whiter results. The small print clarifies 'deep-set' still means surface stains cause by food and drink though. Priced around £10-£24 for a 75ml tube, it's available at major UK retailers including Tesco, Boots, and Superdrug.

ORAL-B Manual 3DWhite Luxury Perfection Whitening Toothpaste

Oral-B 3DWhite Luxe Perfection Whitening Toothpaste claims 'up to' 100% surface stain removal in three days, using hydrated silica as its main whitening agent. Priced around £3-£4 for a 75ml tube, it's widely available in UK retailers including Boots, Superdrug, Sainsbury's, Tesco, and Waitrose.

Pearl Drops Strong White Toothpaste

Pearl Drops Strong Polished White Toothpaste contains Perlite, a polishing agent, which the brand says gently removes stains without harming enamel. With daily use, it promises up to four shades whiter teeth in three weeks. Priced between £3.50 and £8.99, it's widely available in the UK at retailers such as Boots and Amazon.

Popular enamel repair toothpastes:

Sensodyne repair and protect toothpaste

Sensodyne Repair and Protect toothpaste claims to offer relief for sensitive teeth while aiding enamel repair. Its active ingredient, Calcium Sodium Phosphosilicate (NovaMin), helps remineralize enamel, while Sodium Fluoride strengthens teeth. Priced around £3.98 for a 75ml tube, it's widely available at retailers including Amazon, Boots, and Tesco

Regenerate Enamel Science Advanced Toothpaste

Regenerate Enamel Science Advanced Toothpaste claims to helps restore enamel and natural whiteness with its patented 'NR-5™ technology'. Priced around £10.50, it's available at Boots, Amazon, and other UK retailers.

Oral-B Advanced Enamel Strengthening Clean Mint Toothpaste

Oral-B Advanced Enamel Strengthening Clean Mint Toothpaste uses stannous fluoride to strengthen enamel and protect against cavities. Priced between £3.50 and £7.00, it's available at UK retailers including Tesco, Boots, Morrisons, and Waitrose

Beware teeth whitening products from online marketplaces - our investigation uncovered potentially unsafe products for sale

Other toothpaste ingredients and what they do

What else goes into your toothpaste? Other ingredients are used to provide the right texture and taste, to help the product do its job and taste / feel acceptable in use.

• Cellulose gum, carrageenan and xanthan gum - thickeners which provide texture and stop toothpaste drying out.
• Artificial or added sweeteners and flavour providers - ingredients such as limonene, cinnamal, peppermint oil, sucralose, lota carrageenan, sodium saccharin, aroma and mint flavour are there to improve the taste. The first three essential oils are known allergens.
• Sodium hydroxide - also known as lye, it neutralises the pH of other ingredients.
• Sodium lauryl sulfate (SLS) - A foaming detergent that dissolves dirt and grease. Used to be very common but it can be quite harsh. When we asked dental experts, they said that if you suffer from mouth ulcers, you may want to choose a toothpaste without SLS. Alternatives include cocamidopropyl betaine, lauryl glucoside and disodium cocoyl glutamate.
• Humectants - such as sorbitol, glycerol, glycerin, propylene glycol, stop your toothpaste from drying out.
• Tin oxide - provides colour (red) and may also have an antibacterial affect.
• Titanium dioxide - this colour pigment makes toothpaste whiter and brighter.
• Zinc - a replacement for triclosan which, although not banned in the UK, has now been removed from most toothpastes over concerns about its safety. Zinc has antibacterial properties and is a common ingredient in toothpaste, but our experts said that the most important way to remove bacteria is by brushing effectively.

Eco, natural and vegan-friendly toothpastes

There are now a significant number of products that market themselves on their eco, vegan or sustainable credentials. 

Toothpaste tablets that you chew, from brands like Lush and Georganics, aim to cut down on the plastic waste generated by toothpaste tubes. 

While many toothpaste tubes are now recyclable, not all council kerbside collections accept them, so you may need to drop them off at a Boots store or other collection point. See our full story on toothpaste tube recycling for more.

You can also buy vegan toothpastes which means they don't contain animal products, but are also cruelty-free (have not been tested on animals).

Fluoride-free toothpaste

Some products marketed as natural or eco-friendly are also fluoride-free. Some formulations incorporate alternative minerals, such as hydroxyapatite, to aid in enamel remineralisation. 

However, fluoride is considered safe and effective by dental experts and leading dental health organisations.

Fluoride and tap water

Some people think they don’t need fluoride in their toothpaste because they get it from tap water, but this is a myth.

A common concern is that consuming fluoridated tap water and using fluoride toothpaste could lead to excessive fluoride consumption, however according to the Drinking Water Inspectorate water supplies must not contain more than 1.5 milligrams per litre, in toothpaste the maximum fluoride concentration in over-the-counter tubes is 1500 parts per million - this is higher than the amount of fluoride in most tap water in the UK. 

Only around 10% of the UK population receives water with optimal levels of fluoride, according to a study by South West Water. To find out if your area is one of them, visit the BFS website or contact your local water supplier.

In addition, it's worth noting that the NHS says that dental fluorosis, a condition that causes pitting or discolouration of children’s teeth caused by excessive fluoride, is uncommon in the UK, as fluoride in the water supply, where it is added, is carefully regulated.

Why how you brush (and what you brush with) matters too

Brushing your teeth isn’t just about what toothpaste you use, it’s how you brush that really makes a difference. 

• How long should you brush your teeth for? Dentists recommend brushing for two minutes twice a day to remove plaque and prevent cavities. Rushing through or missing spots can leave harmful bacteria behind.

• Electric vs manual toothbrush An electric toothbrush is often better than a manual one, according to a 2024 National Library of Medicine study, because it provides consistent brushing power and helps remove more plaque, especially from hard-to-reach areas. Many models have built-in timers to keep you on track.

• Hard vs soft toothbrush The type of toothbrush you use matters, too. Soft-bristled brushes are best because they clean effectively without damaging your enamel or gums. Scrubbing too hard, especially with a hard-bristled brush, can wear down enamel over time, making teeth more sensitive.

• How to brush For the best results, brush using gentle circular motions, covering every surface of your teeth. And don’t forget to replace your toothbrush or brush head every three months to keep it working properly.

• Don't neglect the floss Cleaning gaps between your teeth where food tends to get stuck and plaque can build up is important for your oral health. 

You can use traditional floss, flossing picks, interdental brushes or even water spray flossers. The main thing is finding something that works for you and you'll stick to. 

Best water flossers - our independent tests reveal the models that are effective and easy to use for faster flossing

Meet our toothpaste experts

Dr Neal Rimmer, Senior Scientific Advisor at Which?

Dr Rimmer has a BSc in Biomedical Science and Ph.D. in Neuroscience and has been part of the Which? in-house science team since 2020. In his capacity as scientific researcher Dr Rimmer has advised across across more than 30 projects covering everything from sun screen and mosquito repellents analysis to wearable fitness devices and smartphones.

Olivia Howes, Senior researcher & writer at Which?

Olivia has worked at Which? for more than a decade, researching and writing content for our website and magazine across a wide variety of areas including health and wellbeing and retail. For the last five years, she has focused on all things sustainability including investigations into Green Brands: how sustainable are they really?, How to buy sustainable palm oil and Plant milks: what's best for your health and the environment?

External dental experts

In previous toothpaste investigations, we have worked closely with a panel of leading dental experts - kept confidential to ensure they remain unbiased and free from brand influence. This trusted panel has helped us rigorously examine toothpaste claims, providing honest, expert-backed insights, and sifting through evidence of manufacturer claims to give us their verdict.