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Activated Charcoal Paste Offers Whitening Option.

NEW YORK -- People in ancient Rome brushed their teeth with powdered charcoal, and the ingredient is making a comeback in the oral care aisle.

Activated charcoal is a form of charcoal that has long been used as a treatment for poisonings because it binds to toxins and chemicals in the body, allowing them to be flushed out so the body doesn't reabsorb them.

Gold Mountain Beauty said it was among the first U.S. companies to inject charcoal into the oral care category. Its Gold Mountain Beauty's Activated Charcoal Toothpaste is a safe and effective alternative to high-cost, chemical whitening systems, the company said.

Proprietors of the My Magic Mud natural personal care brand said that its own whitening toothpaste--which as recently as four years ago was sold exclusively through a local farmer's market--is now the fastest-selling natural toothpaste in the United States. The toothpaste derives much of its tooth-whitening power from activated charcoal.

And while some have warned that activated charcoal may be too abrasive for regular use as a toothpaste, My Magic Mud says its products have undergone extensive testing to ensure that they are safe and effective, and they are endorsed by many dentists.

Another brand, Schmidt's Naturals, joined the field last month with the launch of a new line of Tooth + Mouth Pastes with such ingredients as superfood extracts, vitamins and magnolia bark extract. Schmidt's Tooth + Mouth Pastes are available in four flavors: Activated Charcoal, Wondermint, Vanilla Chai and Coconut + Lime. Schmidt's toothpastes also include organic aloe leaf juice, tea tree and CoQIO, and they are free from controversial toothpaste ingredients such as SLS, PEG, artificial sweeteners, flavors and dyes, the company said.

Hello Products introduced its own Activated Charcoal Fluoride Free Whitening Toothpaste in November. The black paste is formulated with activated charcoal made from sustainable bamboo. It also soothes with coconut oil, and freshens breath with fresh mint, the company said.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Feb 19, 2018
Words:317
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