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Your beautiful, stunning, and gorgeous teeth deserve top-notch treatment—a.k.a. twice-daily brushing with one of the best toothpastes. Amid a market of all flavors, ingredients, and accolades, it’s becoming harder to choose between dentist-adored drugstore diamonds like Crest and Colgate and more boutique-y tubes brought to you by brands like Lumineux and Cocolab. The truth is, you can’t go wrong with any of the below toothpastes, all of which we’ve personally tried and vetted. With the help of our favorite toothbrushes, they cradle every nook and cranny of your teeth for that fresh feeling, while addressing concerns like yellowness, bad breath, and sensitivity.
Our Top Toothpastes
- Best Overall: Colgate Optic White Toothpaste, $14 (4-Pack)
- Best for Sensitivity: Sensodyne Extra Whitening Toothpaste, $25 (4-Pack)
- Best for Bad Breath: Therabreath Deep Clean Toothpaste, $14 (2-Pack)
- Best Fluoride-Free: Lumineux Whitening Toothpaste, $20 (3-Pack)
- Best for a Deep Clean: Crest Pro-Health Advanced Deep Clean Mint, $6
- Best Nano-Hydroxyapatite: Cocolab Cocoshine Whitening Toothpaste, $15
Scroll on to discover the best toothpastes, along with expert guidance from board-certified dentists on choosing the right formula and whether fluoride is right for you. Happy brushing!
Frequently Asked QuestionsLargeChevron
- How should I choose a toothpaste?
- Is fluoride safe?
- Meet the experts
- How we test and review products
- Our staff and testers
Best Overall: Colgate Optic White Toothpaste
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Colgate
Optic White Toothpaste
Amazon (4-Pack)
Walmart (2-Pack)
Why we love it: Whether you're kicking off a comprehensive teeth-whitening journey—complete with whitening pens and dentist office visits—or just looking for low-key maintenance, Colgate's Optic White Toothpaste is your brightest bestie. Every squeeze is packed with fluoride, which repairs and prevents damage to teeth caused by bacteria in the mouth, and targets gingivitis, the early and reversible stage of gum disease, and cavities. Five percent hydrogen peroxide is added to break down and lighten tea, coffee, and wine stains. Plus, it's available practically everywhere, so you'll never be without it once you fall in love.
P.S. We love Colgate toothpastes so much that we awarded the Total Active Prevention Whitening Toothpaste a 2025 Best of Beauty Award. It's a "go-to for cavity prevention, gum health, and breath freshness,” according to Inessa Kandov, DDS, a board-certified dentist in New York City.
Tester feedback from editor in chief Jessica Cruel
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“Some people like a light minty flavor, I like one that burns (in a good way). This Colgate Optic White toothpaste has a powerful peppermint taste that wakes up my senses in the morning and lasts all the way through my commute. But the real draw is the whitening effects. While I don't see much of a difference from day to day, my dentist comments on my white smile every time I'm in the office. He even asked if I bleached (nope!). I'm an A+ patient and part of that is due to my daily use of Optic White. Now, if only I could commit to flossing like I have committed to this toothpaste formula.” —Jessica Cruel, editor in chief
More to know
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- Contains fluoride: yes
- Flavor: mint
- Additional benefits: sensitivity relief, cavity protection
Best for Sensitivity: Sensodyne Extra Whitening Toothpaste
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Sensodyne
Extra Whitening Toothpaste
Amazon (4-Pack)
Walmart (3-Pack)
Why we love it: Hear ye, hear ye—sensitive teeth girlies, this one's for you. Sensodyne's Extra Whitening Toothpaste (which won a 2025 Readers' Choice Award) goes easy on gums and teeth, using fluoride to build enamel strength and stave off cavities. Because it's formulated with sorbitol, a naturally moisturizing sugar alcohol, as well as glycerin to reduce irritation, it's perfectly soothing for dry mouths. "[This toothpaste is] ideal for patients with enamel erosion or sensitivity, especially common in an urban environment where acidic diets are prevalent," Dr. Kandov explains. If one tooth or area is extra sensitive, you can apply Sensodyne directly to it for relief. Pro tip: Some of us even fill our retainers with a little toothpaste to wear overnight when a tooth is feeling extra sensitive.
Tester feedback from associate beauty director Sarah Kinonen
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“As someone who has undergone five (!) gum surgeries, I take gum care very seriously. I have two toothbrushes (one for my teeth, a softer option for my gums), I floss twice a day, and I use an alcohol-free mouthwash. As for my toothpaste? Of course it’s Sensodyne. I prefer the Clinical White formula, but I’ve used them all and have had the same, gum-friendly results.” —Sarah Kinonen, associate beauty director
More to know
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- Contains fluoride: yes
- Flavor: mint
- Additional benefits: moisturizing
Best for Bad Breath: Therabreath Deep Clean Toothpaste
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TheraBreath
Deep Clean Toothpaste
Amazon (2-Pack)
Walmart (2-Pack)
Why we love it: Listen: There's no shame in bad breath; we all experience it. Whether it's a morning-only issue or an all-day downer, Therabreath's Deep Clean Toothpaste fights bad breath for up to 12 hours, and it taps fluoride for a deep clean. You'll find moisturizing aloe and glycerin to stimulate saliva and help combat dry mouth in the formula. Bonus: It’s flavored mildly, which is ideal for people adverse to strong mintiness. Pair this toothpaste with the brand's beloved mouthwash (a 2025 Best of Beauty Award winner!) for an unbreakable barrier against bad breath.
Tester feedback from senior beauty editor Jesa Marie Calaor
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“We get a lot of exciting beauty product news day-to-day, but one launch that I found particularly thrilling was Therabreath’s toothpaste. (I really care about my smile, after years of braces and aligners.) I'm hooked on the brand’s mouthwash—obsessed with how clean it keeps my mouth feeling for hours—and the toothpaste is just as refreshing. I use the Deep Clean formula, which thoroughly cleans my teeth as I brush, without feeling overwhelmingly minty.”—Jesa Marie Calaor, senior beauty editor
More to know
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- Contains fluoride: yes
- Flavor: mild mint
- Additional benefits: moisturizing
Best for a Deep Clean: Crest Pro-Health Advanced Deep Clean Mint
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Crest
Pro-Health Advanced Deep Clean Mint
Amazon
Walmart (2-Pack)
Why we love it: You can't possibly go wrong with Crest, especially when it's a tube of the oral-care titan's Pro-Health Advanced Deep Clean Toothpaste. The minty-fresh formula features tiny crystals that gently exfoliate the surface of your teeth to make them feel squeaky clean. The formula employs sodium hexametaphosphate to tackle tartar and stains and remineralizing fluoride to stave off cavities and boost brightness. “It also has fluoride and whitening agents, which cover everything you really need in a toothpaste,” Isabelle Pai, DDS, an endodontist in Wappingers Falls, NY, explained.
More to know
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- Contains fluoride: yes
- Flavor: mint
- Additional benefits: whitening, cavity protection
Best Fluoride-Free: Lumineux Whitening Toothpaste
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Lumineux
Whitening Toothpaste
Amazon
Walmart
Why we love it: Yes, there are plenty of whitening toothpastes out there, but Lumineux stands out because it’s completely fluoride-free. Instead of harsh abrasives, it uses coconut oil (a natural whitener!) and Dead Sea salt for a deep clean, plus aloe to soothe gums and lemon peel oil to tackle stains. It might sound like a “woo-woo” take on your usual toothpaste, but we tested it—and it works. Case in point: Lumineux Whitening Strips, made with the same natural ingredients, are a favorite among Allure editors for their seriously impressive whitening power sans any sensitivity.
Tester feedback from commerce editor Sarah Han
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“As someone who tries to be extra gentle on their gums—after being told I, for one, brush too abrasively (big oops!)—I apply the same philosophy to my toothpaste. Lumineux’s toothpaste. While there’s nothing wrong with fluoride (I still use it!), I also generally (and very logically!) trust brands founded by experts in their field, such as board-certified dentists or makeup artists with decades of experience, so that’s why I lean towards brands like Lumineux and Cocolab, the maker of my favorite floss!” —Sarah Han, commerce editor
More to know
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- Contains fluoride: no
- Flavor: wintergreen
- Additional benefits: sensitivity protection
Best Nano-Hydroxyapatite: Cocolab Cocoshine Whitening Toothpaste
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Cocolab
Cocoshine Whitening Toothpaste
Amazon
Nordstrom
Why we love it: You already love Cocolab for its woven dental floss (yet another 2025 Best of Beauty Award winner!), so it’s no surprise the brand makes an excellent toothpaste, too. The Cocoshine Whitening Toothpaste is a primo pick for people with sensitive teeth (and anyone who appreciates chic packaging), powered by nano-hydroxyapatite (n-HA)—a form of a naturally occurring mineral in teeth and bones that strengthens enamel and dentin. You’ll also get a serving of baking soda—this acts as a mild abrasive for shine, stain removal, and whitening—xylitol, coconut oil, and soothing aloe vera. And, it does all of this without fluoride, peroxide, sulphates, or artificial dyes.
More to know
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- Contains fluoride: no
- Flavor: Mint, Lychee, Colada
- Additional benefits: sensitivity-relief, hydration
Frequently Asked Questions
How should I choose a toothpaste?
"The best toothpaste is one you'll use twice daily and suits your specific needs," says Dr. Kandov. That said, keeping your specific concerns in mind while shopping is key to your best brush. "For general cavity prevention, a fluoride toothpaste is a must. If sensitivity is a concern, look for products designed for sensitive teeth with ingredients like potassium nitrate, such as Sensodyne," says Dr. Kandov.
"Whitening toothpastes can be effective for surface stains but should be used cautiously if you have sensitivity or gum issues." Better yet, look for a toothpaste with as many benefits rolled into one as possible. "The best thing is to find one that does everything: whitening, fights plaque, and is formulated for sensitive teeth," says Dr. Pai.
It's also a good idea to avoid charcoal toothpaste. Despite its trendiness, “some evidence shows that prolonged use of activated charcoal in toothpaste can potentially wear the enamel and even darken the teeth,” Kami Hoss, DDS, a board-certified orthodontist based in San Diego, told Allure. This is because dentin (the layer under enamel) is softer and naturally more yellow in appearance, so you don't want to expose it.
Is fluoride safe?
Even though there are many fan-favorite fluoride-free toothpastes, it does not mean fluoride is bad or unsafe. "As an orthodontist and dentist practicing in New York, I can confidently say that fluoride is both safe and essential for maintaining good oral health when used as directed," says Dr. Kandov, adding, “In NYC, the public water supply contains fluoride, which has significantly reduced the prevalence of tooth decay over the years.”
So, despite whisperings that fluoride is something damaging to be avoided, it's critical to dental health. "Fluoride strengthens tooth enamel, making it more resistant to decay, and it helps remineralize early cavities before they become serious issues. It's a cost-effective, science-backed way to protect smiles," explains Dr. Kandov. However, non-fluoride toothpaste is a good call for children developing early brushing habits who are inclined to swallow toothpaste accidentally.
"There's a lot of hype these days for non-standard ways to brush your teeth," Caroline Barsoum, DDS, a New York City-based board-certified dentist, told Allure. "These include everything from clay and charcoal toothpastes to salt and baking soda formulas as alternatives to traditional fluoride toothpastes." Even though these may seem like the more "natural" route, fluoride is the definition of natural. "It's found throughout the earth's crust, in rainwater, in plants, and it's the only ingredient proven to reduce cavities," Dr. Barsoum explained. "No 'natural' or 'organic' toothpaste has been clinically demonstrated to be better at decay prevention, gum disease elimination, or whitening performance than traditional toothpaste," added Mark S. Wolff, DDS, a dentist based in New York City.
Meet the experts
- Caroline Barsoum, DDS, a board-certified dentist based in New York City
- Kami Hoss, DDS, a board-certified orthodontist based in San Diego, CA
- Inessa Kandov, DDS, a board-certified dentist based in New York City
- Mark S. Wolff, DDS, a dentist based in New York City
- Isabelle Pai, DDS, a board-certified endodontist based in Wappingers Falls, NY
How we test and review products
When Allure tests a product, our editors look at it from every angle in an effort to best serve you. We review ingredients, scrutinize brand claims, and, when necessary, examine peer-reviewed scientific and medical studies. In addition to testing each and every product that's included in each and every review, we rely on experts who shape their fields, including dermatology, cosmetic chemistry, and medicine, to help us vet the ingredients and formulas.
For our list of the best toothpastes, we considered each product's performance across five primary categories: product ingredients and efficacy, packaging, ingredients, safety, and results. Every product was determined to have excelled in each category by our editorial team, which is composed of in-house writers and editors as well as contributors—along with special consideration from dentists. To learn more information on our reporting and testing processes, read our complete reviews process and methodology page.
Our staff and testers
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After all, can we really say a skin-care product is the "best" for people over 50 if the only testers we've solicited opinions from folks who have yet to hit 30? Can we honestly deem a high-end diffuser worthy of your hard-earned cash if it's never been tested on curls? We're proud that our staff spans a wide range of ages, skin tones, hair textures, genders, and backgrounds, which means that we are able to fairly assess any beauty product that comes into the beauty closet.