Important Update: Laboratory Testing Results for Attitude Baby’s Fluoride-Free Strawberry Toothpaste
Published on March 26, 2025 — Wednesday
A Message from Tamara Rubin:
The Attitude Baby Fluoride-Free Strawberry Training Toothpaste (shown above in the accompanying image) has recently undergone independent, third-party laboratory analysis funded by our community. The results reveal concerning levels of toxic metals, specifically Lead and Arsenic, in the product. Scroll down to view the detailed lab report and social media graphic summarizing these findings.
As with all our testing reports, the original lab documentation is available at the bottom of this article. Our comparative chart for toothpaste and tooth powder products, which ranks products based on Lead levels (from non-detect to higher concentrations), places this product between grades C and D — indicating a notable presence of Lead. Many community members had hoped this product would test non-detect for heavy metals, given its marketing and branding. Unfortunately, the results highlight the persistent challenge of ensuring children’s oral care products are free from toxicants.
It is entirely possible to formulate toothpaste for children that tests non-detect for Lead. To date, we have identified five such safer options that meet this criterion, with four marketed specifically for children. All these products have been verified through independent, community-funded laboratory testing to contain non-detect levels of Lead, Cadmium, Mercury, and Arsenic.
- Key Point: All federal regulatory agencies agree that there is no safe level of Lead exposure, especially for vulnerable populations like pregnant women and children.
- Important: Serving size does not mitigate the risk associated with heavy metals, as even small amounts accumulate over time in the body.
- Bioaccumulation: Heavy metals like Lead and Arsenic can build up in bodily tissues, leading to long-term health issues, particularly with chronic, repeated exposure.
- Repeated use concerns: Consistent application of products containing toxicants—such as toothpaste used multiple times daily over years—significantly increases health risks.
- Absorption pathways: The oral mucosa provides a direct pathway for toxicants to enter the bloodstream, heightening concerns over regular ingestion through toothpaste use.
For complete transparency, we strongly recommend reviewing the full lab report linked below. Our ongoing goal is to advocate for stricter limits on toxicants in consumer products, especially those marketed for children and pregnant women, and to inform regulatory bodies about these findings.
Regulatory Context and Legal Standards
The levels of Lead detected in this toothpaste, while concerning, are currently legal. Under the FDA’s classification, fluoride-free toothpaste is considered a cosmetic product, which is permitted to contain up to 10,000 parts per billion (ppb) of Lead. Recent legislation in Washington State — the Toxic-Free Cosmetic Act enacted in January 2025 — limits Lead content to 1,000 ppb. Since the measured levels in this product are below both thresholds, it is legally compliant.
However, legality does not equate to safety. The current regulatory standards primarily serve industry interests and do not prioritize human health, especially for children and pregnant women. Our advocacy continues, urging the FDA to establish much lower thresholds for toxicants in children’s oral care products.
Recommendations and Precautionary Measures
If your child has been using this toothpaste or if you are concerned about potential Lead exposure, consider discontinuing use immediately. To assist you, we have compiled a list of safer alternatives that have tested non-detect for toxic metals. These options include five products that meet rigorous safety standards verified by independent labs.
We also recommend consulting with your healthcare provider regarding blood Lead testing for your child. Blood tests can help identify recent exposure, though they often have higher detection thresholds, making them less sensitive to low-level chronic exposures typical of toothpaste use.
- Request a blood Lead level test to establish a baseline.
- Consider a comprehensive heavy metals panel for a broader assessment of toxicant exposure.
- Recognize that low-level exposure, even if below regulatory thresholds, can have lifelong health impacts.
- Report any adverse findings or concerns to the FDA via their online complaint form.
- Personal note: I would not allow my own children to use this product, given the potential health risks associated with Lead exposure.
For more information on detoxification protocols and ways to support your family’s health, please read our comprehensive article linked here — be cautious of ineffective or dangerous detox products sold online.
Accessing Laboratory Reports and Safer Choices
The full laboratory report for this product is available at the bottom of this article. For additional safe food, supplement, and cosmetic options, visit our dedicated lists on our food and supplement testing page. We continually update our database of 61 lab-tested safer products, which you can bookmark for ongoing reference.
For a comprehensive overview of all products tested since March 2024, visit our lab report archive. Your support helps us continue this work; consider contributing via our GoFundMe campaigns.
About Tamara Rubin and Our Mission
Tamara Rubin is a recognized advocate for childhood Lead poisoning prevention and consumer safety, a recipient of multiple federal awards, and a documentary filmmaker. She is also a mother of children affected by Lead exposure, which fuels her dedication.
- Founder of Lead Safe Mama, LLC—a woman-owned small business committed to community-based consumer product testing and advocacy.
- Since July 2022, her work has contributed to six product recalls involving federal agencies like the FDA and CPSC.
- All test results presented are based on rigorous, scientific methods, ensuring accuracy and reproducibility.
- Visit our Press Page for media coverage and more background on our initiatives.
Closing Notes
This article is completely ad-free. Support for our independent testing and advocacy efforts is welcome—via shopping through our affiliate links or direct contributions. To support, click here.
Below is an expanded list of products, including foods, supplements, and cosmetics, which have tested non-detect for Lead, Mercury, Cadmium, and Arsenic, thanks to community-funded laboratory testing. The detection limits are detailed in each report. Use the search function on our site to view full lab reports for specific products.
Updated List of Safer Products (March 19, 2025): 61 Items Total
- Baby Food — Little Spoon Kale, Carrot + Pear BabyBlends
- Baby Food — Little Spoon Butternut Squash + Blueberry BabyBlends
- Baby Food — Little Spoon Sweet Potato BabyBlends
- Baby Food — Little Spoon Sweet Potato + Carrot BabyBlends
- Baby Food — Little Spoon Banana + Pitaya BabyBlends
- Beverage — Honest Kids Organic Appley Ever After Apple Juice Drink: Amazon Link
- Beverage — Olipop Grape Tonic: Amazon Link
- Breakfast — Nature’s Path Envirokidz Organic Panda Puffs: Amazon Link
- Breakfast — One Degree Organic Sprouted Rolled Oats (Canada): Amazon Link
- Candy — Lindt White Chocolate Bar (Made in USA, New Hampshire): Amazon Link
- Candy — Cavendish & Harvey Wild Berry Drops (Germany): Amazon Link
For a full list of lab reports on these products and more, visit our report archive.
Additional Products Testing Positive for Trace Arsenic
While these items contain Arsenic levels considered safe, they are still detectable and noteworthy:
- Kendamil Goat Toddler Milk (non-organic): available at Target or other European infant formula sources
- That’s It Apple Cherry Bars (non-organic): Amazon Link
- Chosen Foods 100% Pure Avocado Oil (organic): Amazon Link
- Now Sunflower Lecithin (non-organic): Amazon Link
- WishGarden Seasonal Rescue (pregnancy supplement): Amazon Link
Note: All Amazon links are affiliate links. Purchases made through these links support our ongoing work at no additional cost to you.
Laboratory Report Access and Resources
For detailed lab reports on these and other products, visit our comprehensive report page. Your support enables us to continue advocating for safer consumer goods and healthier environments for children.