Originally published October 20, 2021. Updated August 6, 2026.
The toothpaste aisle offers dozens of choices, with claims about whitening, sensitivity, tartar, gum health, and natural ingredients. Underneath the marketing, the decision is simpler than it looks. The most important features are fluoride, which the American Dental Association (ADA) calls a natural cavity fighter, and the ADA Seal of Acceptance, which shows that a product has been evaluated for safety and effectiveness. Everything else is a matter of your specific needs, such as sensitivity or stains. This guide explains what to look for, how special-purpose toothpastes differ, and how much to use for children.
What should you look for in a toothpaste?
Fluoride
The ADA says fluoride is a natural cavity fighter that helps strengthen tooth enamel and fight tooth decay, and it advises always selecting a toothpaste that contains it. The CDC explains that fluoridated water and fluoride toothpaste work together: fluoridated water keeps a low level of fluoride in the mouth all day, while toothpaste delivers a much higher concentration at key times, and together they offer more protection than either one alone. The CDC also reports that drinking fluoridated water reduces cavities by about 25 percent in children and adults.
The ADA Seal of Acceptance
The ADA advises prioritizing products with its Seal, which indicates the toothpaste has met the ADA’s criteria for safety and effectiveness and does what it says. It is the quickest way to cut through marketing claims.
Which type of toothpaste is right for you?
- Cavity protection. Any fluoride toothpaste with the ADA Seal is a good foundation for everyone.
- Sensitive teeth. The ADA says desensitizing toothpastes contain compounds that help reduce tooth sensitivity. See our guide to tooth sensitivity.
- Stain removal. The ADA notes whitening toothpastes have special chemical or polishing agents that help remove more surface stains than regular toothpastes. For a bigger change, ask about professional whitening.
- Gum health. Toothpaste alone does not treat gum disease. If your gums bleed, read our guide to bleeding gums.
- Foaming agents. Some people notice that sodium lauryl sulfate (SLS) changes the taste of food and drinks after brushing. If this bothers you, see why food tastes funny after brushing and consider an SLS-free option that still has fluoride and the ADA Seal.
What about charcoal and other trendy toothpastes?
Be cautious with products that make big promises. A literature review in the Journal of the American Dental Association concluded there was insufficient clinical and laboratory data to substantiate the safety and effectiveness claims of charcoal toothpastes. The review noted some reports of increased enamel abrasion and cavities, and that internet marketing made unsubstantiated therapeutic claims. Toothpastes without fluoride also leave out the ingredient the ADA says to always look for. If you are curious about a product, ask us before you buy it.
How much toothpaste should children use?
The ADA recommends a smear no bigger than a grain of rice for children under 3 and a pea-sized amount for ages 3 to 6. Supervise brushing so children spit out the toothpaste rather than swallow it. Swallowing too much fluoride while teeth are forming can cause dental fluorosis, which you can read about in our guide to white spots on teeth. For more on baby teeth, see teething and baby teeth care.
How should you brush?
The right toothpaste works best with the right technique. The ADA recommends brushing twice a day for two minutes with a soft-bristled brush held at a 45-degree angle to the gums, using gentle, short, tooth-wide strokes, and replacing your brush every three to four months or sooner if the bristles are frayed. Pressing hard does not clean better and can wear gums, as our guide to gum recession explains. Do not forget to clean between your teeth once a day. See how to floss correctly.
Frequently asked questions about toothpaste
What should I look for in a toothpaste?
Fluoride and the American Dental Association (ADA) Seal of Acceptance. Fluoride strengthens enamel and fights decay, and the Seal means the product has met ADA criteria for safety and effectiveness.
Is fluoride-free toothpaste a good choice?
The ADA recommends always choosing a toothpaste with fluoride, because fluoride is the main ingredient that helps prevent cavities. Products without it leave out that protection.
How much toothpaste should children use?
The ADA recommends no more than a smear about the size of a grain of rice for children under 3, and a pea-sized amount for ages 3 to 6. Supervise brushing so children spit rather than swallow.
Is charcoal toothpaste safe?
A literature review in the Journal of the American Dental Association found insufficient clinical and laboratory data to substantiate the safety and effectiveness claims of charcoal toothpastes, and noted some reports of increased enamel abrasion. Choose a toothpaste with fluoride and the ADA Seal instead.
Does whitening toothpaste work?
Whitening toothpastes contain special chemical or polishing agents that help remove more surface stains than regular toothpaste. They do not change the natural color of teeth. For deeper whitening, ask your dentist.
Not sure which toothpaste is right for you?
Bring your questions to your next visit and we will recommend products that fit your teeth, gums, and goals.
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Quick takeaways
- Choose a toothpaste with fluoride and the ADA Seal of Acceptance.
- Fluoride toothpaste and fluoridated water work together to prevent cavities.
- Desensitizing and whitening toothpastes can help with sensitivity and surface stains.
- Be cautious with charcoal and other trendy toothpastes that lack evidence.
- Use a rice-grain smear for children under 3, and a pea-sized amount for ages 3 to 6.
- Brush twice a day for two minutes with a soft brush, and clean between your teeth daily.
Sources
- American Dental Association. Toothpaste. MouthHealthy.org.
- Centers for Disease Control and Prevention. About Fluoride.
- Brooks JK, Bashirelahi N, Reynolds MA. Charcoal and charcoal-based dentifrices: a literature review. Journal of the American Dental Association. 2017.
- American Dental Association. Healthy Habits: Babies and Kids. MouthHealthy.org.
- American Dental Association. Brushing Your Teeth. MouthHealthy.org.
