Best Cruelty-Free Toothpastes in the UK


We all brush our teeth, often twice a day and if you’re part of a large family or household, you’ll probably go through toothpaste rather quickly!

There are a ton of options too, with some promising whiter smiles, some targeting sensitivity and others to freshen your breath.

Unfortunately, most of the market-leading toothpastes sold in the UK are not cruelty free. At the time of writing, this includes Arm & Hammer, Aquafresh, Colgate and Sensodyne. According to PETA, all of these brands are tested on animals.

If you want to make a more animal-friendly choice, then take a peek at some of the best cruelty-free toothpastes in the UK reviewed below.

Best Cruelty-Free Toothpastes in the UK

1. Green People Mint Toothpaste

Green People Mint Toothpaste

This vegan toothpaste from Green People is flavoured with peppermint and aloe vera, which create a lovely refreshing feeling after brushing. Aloe vera also works as an antibacterial and anti-inflammatory, so it can help with sensitive and even bleeding gums.

Active organic plant ingredient myrrh acts as an antiseptic and astringent to help soothe and heal any broken or inflamed gum tissue.

Green People create products with no nasties and include organic ingredients wherever possible – this specific mint toothpaste has been certified with more than 89% organic plant ingredients by EcoCert.

These organic plant ingredients are also sustainably sourced, so not only are they kind to animals, they are kind to the environment too!


  • 100% natural
  • SLS-free
  • Fluoride-free
  • Paraben-free
  • Over 89% organic


  • Relatively pricey
  • Consistency may be a little runny
  • Taste may not suit all
  • Grey colour of paste may put some off


2. Kingfisher Mint Fluoride Free Toothpaste

Kingfisher have created a minty, fluoride-free toothpaste which doesn’t contain any artificial flavours, colours or preservatives.

There are also no sweeteners or whiteners in the formula, so everything is kept nice and natural as well as being suitable for vegans.

Approved by the British Dental Health Foundation, this toothpaste has been recommended as an effective way to clean your teeth and for oral health.

Although the majority of ingredients in this toothpaste are natural, it still contains SLS (sodium laureth sulphate).

Some people may have bad reactions to this ingredient, so it may not be the best choice if you suffer from sensitivity (see some of the best SLS-free toothpastes here).


  • Fluoride-free
  • Vegan-friendly
  • Refreshing mint flavour
  • Approved by the BDHF


  • Quite pricey
  • Does not froth much
  • Contains SLS
  • Taste may not suit all


3. JĀSÖN® Natural Cosmetics Powersmile Toothpaste

This toothpaste from JĀSÖN® is made using an exclusive blend of natural ingredients which help to reduce stains and keep teeth looking and feeling clean.

The natural peppermint oil flavours the paste and helps to freshen breath, grapefruit seed and perilla seed extracts help to fight sugar acids which damage your teeth and calcium carbonate, sodium bicarbonate and silica help prevent tartar build-up (as well as helping to whiten your smile).

There are other oral care products in the JĀSÖN® range which are recommended, such as mouthwash, to help boost your oral hygiene and keep your mouth healthy.


  • SLS-free
  • Fluoride-free
  • Gluten-free
  • Mint flavoured
  • A little goes a long way (more cost effective)


  • Pretty expensive
  • Users may not see whitening effect straight away
  • Consistency of product might not suit all


4. Georganics Natural Toothpaste – Activated Charcoal

Activated charcoal is proving pretty popular as of late (see some of the best charcoal toothpastes here), so you may want to try this Georganics Natural Toothpaste for a change to your dental routine.

Activated charcoal is said to help whiten teeth naturally and helps to cleanse the teeth and mouth effectively.

This paste can be used by the whole family and should last a decent amount of time, as only a small pea-sized amount is needed each time.

The charcoal paste is blended with organic peppermint oil so you get hints of mint as you brush, but also a warm, liquorice taste from the activated charcoal formula itself.

Made with organic coconut oil, this toothpaste is antibacterial and antimicrobial, keeping your mouth as clean as possible!


  • 100% natural
  • Fluoride-free
  • Pharmaceutical grade charcoal
  • Vegan-friendly
  • Plastic-free packaging
  • Whitening
  • Made in the UK


  • Expensive product
  • Texture may not suit all
  • Taste may be hard to get used to
  • Can be messy to use


5. Sarakan Toothpaste

This cruelty-free toothpaste from Sarakan is made with extract of Salvadora persica, which has been used as a way to keep teeth clean and gums healthy throughout the ages.

Salvadora persica is also known as the “toothbrush tree”, as many people chew on the twigs, known as miswak sticks, to clean their teeth. Sarakan toothpaste can help to restore your teeth’s natural colour and keep them feeling smooth and polished.

Flavoured with peppermint, clove and geranium oils, this toothpaste leaves your mouth feeling refreshed and fully cleansed.

Clove is also a great oil for healing and soothing irritated gums, so may suit those who experience gum sensitivity.


  • Paraben-free
  • Fluoride-free
  • SLS-free
  • Vegan-friendly
  • Could help those with sensitive teeth


  • Relatively pricey
  • Taste may not suit all palates
  • Texture may not be suited to everyone


Which Toothpaste Brands Test on Animals?

Testing cosmetics products on animals and selling cosmetics products tested on animals has been banned in the UK and EU since 2013.

This means that even if toothpastes are tested on animals outside Europe, you won’t be able to buy them in the UK.

According to, the following oral care brands do some animal testing:

  • Aquafresh (GlaxoSmithKline)
  • Colgate (Colgate-Palmolive
  • Sensodyne (GlaxoSmithKline)

If you buy these brands in the UK the particular product you buy won’t have been tested on animals, but you will be supporting a company that does some animal testing.

These brands test on animals in order to sell products in countries such as China, where there is a law requiring cosmetics products made outside China to be tested on animals.


Cruelty-Free Toothpaste in Supermarkets

Most supermarket-own brands of toothpaste aren’t tested on animals, so it’s quite easy to find cheap cruelty-free toothpastes in the supermarket. While they may be cruelty free, these toothpastes usually aren’t vegan as they contain some animal products.

Jasmine from cruelty-free makeup and beauty website gives an overview on supermarket cruelty-free toothpaste here:

Cruelty Free vs. Vegan Toothpaste

Cruelty free and vegan aren’t the same thing. Cruelty free means that animals haven’t been harmed while producing a product or testing it. Vegan means that a product doesn’t contain any animal-derived ingredients.

The most commonly used animal-derived ingredient in toothpaste is glycerine, which helps give their paste-like texture. It can be derived from plant sources or from animal bone marrow.



If we had to pick just one of these toothpastes to recommend it would be Green People Mint Toothpaste. Not only is it vegan and cruelty free, it’s also one of the most natural toothpastes you can buy, and is free from SLS and parabens.

For some more cruelty-free products, see these articles:

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