Editorial policy

toothpastes.com is an independent oral-care publication. We are a small editorial team — not a brand, not an agency, and not owned by any toothpaste manufacturer. Our sister site, armpits.com, covers deodorant with the same approach.

We are deliberately transparent about our size. We do not publish subscriber counts, aggregate star ratings, or reader testimonials unless they are real, sourced, and verifiable. If you ever find a number on this site you cannot trace, tell us and we will correct or remove it.

Three ways, all disclosed. First, affiliate commissions: when you buy a product through a link on our shop or in a review, we may earn a percentage of the sale at no extra cost to you. Second, teledental referrals: we earn a referral fee when a reader books a virtual dental consultation through a partner we link to. Third, our own curated shop.

No brand can pay for coverage, a ranking, a score, or a favorable sentence. We do not accept sponsored posts. We do not sell placement in any list. If a product we recommend has no affiliate program at all, we still recommend it.

We start from the ingredient panel, not the marketing. A product is eligible if its full formula is published, its active ingredient has a defensible evidence base, and it is available to buy in the United States. Products with abrasive formulations, undisclosed actives, or claims that contradict published research are excluded regardless of popularity.

Oral care is health content, so we hold it to a health-content standard. Any claim about remineralization, cavity prevention, gum disease, or enamel safety is tied to a peer-reviewed source or a regulatory position (ADA, AAP, FDA, or the Japanese Ministry of Health approval history for hydroxyapatite). Where evidence is thin or contested, we say so plainly rather than picking a side.

Nothing on this site is a substitute for a diagnosis from a licensed dentist. We are actively recruiting a US-licensed DDS/DMD to serve as named medical reviewer for our oral-health guides; until that reviewer is retained and credited by name on the page, we do not describe our content as “dentist reviewed.”

Formulas change and evidence moves. Every guide and review carries a visible published date, and we revisit our highest-traffic pages quarterly. When we make a substantive correction, we note it on the page rather than silently editing. Spot something wrong? Write to us and we will fix it.