Parents Sue Colgate Claiming “Hello Kids” Toothpaste Contains Unsafe Levels of Lead

Colgate-Palmolive Company is facing a class action lawsuit in California that accuses the company of misleading consumers by marketing its “hello kids” toothpaste line as safe and natural, while allegedly containing unsafe levels of lead.

The case was filed on October 22 by California residents Nathan Barton and Cynthia Fahrnkopf on behalf of a proposed class of state consumers who purchased Colgate’s “hello kids” toothpaste varieties, including Unicorn Sparkle, Smiling Shark, and Dragon Dazzle. They allege the company failed to disclose the presence of lead, which was found through independent laboratory testing commissioned by their counsel.

According to the complaint, every tested variety of the toothpaste contained measurable levels of lead ranging from 236 to 658 parts per billion. While the U.S. Food and Drug Administration has not set a formal limit for lead in toothpaste, its guidance for other products aimed at children, such as candy and baby food, recommends limits of 100 and 10 to 20 parts per billion, respectively. The suit argues that Colgate’s toothpaste significantly exceeds those reference points and could expose children to toxic substances, especially because toothpaste is used inside the mouth and can be partially swallowed.

The filing also describes Colgate’s product design as intentionally appealing to children, using colorful packaging, characters such as unicorns and sharks, and flavors resembling candy or fruit. At the same time, the boxes advertise phrases like “natural flavor,” “no artificial sweeteners,” and “no dyes.” Barton and Fahrnkopf claim these representations create the impression of a premium, safe, and toxin-free toothpaste for children when the product allegedly contains lead.

The suit further alleges that Colgate’s actions violate three major California consumer protection laws: the Unfair Competition Law, the False Advertising Law, and the Consumer Legal Remedies Act. These statutes prohibit companies from engaging in false or misleading business practices and from omitting material facts that could influence a consumer’s decision to buy a product. In plain terms, businesses are required to tell the truth about what they sell, and any claim that might mislead an average shopper can amount to a legal violation.

Photo Source: “Hello Kids” toothpaste packaging from the Barton v. Colgate-Palmolive class action complaint, 2025. Barton and Fahrnkopf are not alleging physical injury but claim they suffered economic harm by purchasing a product they would not have bought had they known it contained lead. They are seeking restitution, damages, and an injunction preventing Colgate from continuing the alleged misrepresentation. The proposed class covers all California consumers who purchased the toothpaste in the past four years.

The plaintiffs maintain that Colgate could have produced a lead-free toothpaste and argue that its failure to disclose the contamination deprived consumers of the ability to make informed choices. The case remains pending in the U.S. District Court for the Southern District of California.