There’s a particular kind of parental dread that comes not from dramatic emergencies but from the mundane things — the everyday products sitting quietly on bathroom shelves, used twice a day without a second thought. That kind of product was Hello Kids toothpaste, with its bright packaging and candy-inspired flavors like Fresh Watermelon and Dragon Dazzle. It appeared safe, so parents picked it up. Because it said “natural flavor.” Because it promised no artificial sweeteners, no dyes. For want of a better word, it felt friendly.
In July 2025, a proposed class action was filed in New York accusing Hello Products LLC of failing to warn consumers that certain Hello Kids toothpastes contained what the complaint described as “alarmingly high” levels of lead and mercury. According to consumer safety group Lead Safe Mama’s testing, Hello Kids Dragon Dazzle had 428.4 parts per billion of lead, which is about 28 times the EPA’s action level. The fluoride-free version of Fresh Watermelon tested even higher at 493 ppb of lead and 19 ppb of mercury, which is roughly nine times the metal’s established contamination limit.
Those numbers are hard to sit with, especially for anyone who has handed this toothpaste to a five-year-old.
The parent company of Hello, Colgate-Palmolive, was named as the defendant in a different class action that was filed in California by October 2025. Nathan Barton and Cynthia Fahrnkopf, residents of California, claimed that independent laboratory testing of several Hello Kids varieties, such as Smiling Shark and Unicorn Sparkle, revealed lead levels ranging from 236 to 658 parts per billion in each tested product. Although the FDA has not established a formal limit for lead in toothpaste, it has set a limit of 100 parts per billion for children’s candy caps. Naturally, toothpaste enters the mouth directly and is often ingested by young children.
It is worthwhile to take a moment to consider the product design. Cartoon sharks and unicorns adorn the boxes. The flavors are intended to taste like candies or fruit. The marketing is constructed precisely to appeal to parents who want something non-threatening for their kids — and to kids who might otherwise resist brushing entirely. According to the complaint, phrases like “no artificial sweeteners” and “natural flavor” give the impression that the product is safer, cleaner, and more considerate than the alternatives. If the lead findings hold up in court, that impression becomes something much harder to defend.
It’s still unclear how the cases will end, and Hello Products and Colgate have not publicly acknowledged the contamination allegations. These kinds of class actions can take years, and businesses often contest the plaintiffs’ legal standing as well as the testing procedure. In the Southern District, the California case is still pending. The New York case follows a similar track.
There’s also a broader context worth noting. Reddit threads from parents reveal that Hello isn’t alone here — Crest, Colgate’s own flagship line, Tom’s of Maine, and others have all faced or are currently facing lawsuits involving heavy metals or other contaminants. It appears that there is a moment of reckoning in the oral care aisle that extends far beyond a single brand. Risewell was under investigation for PFAS. The worries are mounting.
The discrepancy between the product’s identity and its purported reality is what makes the Hello scenario feel especially acute. This toothpaste wasn’t from the bargain bin. It was a high-end, purpose-driven brand, the kind that is suggested in wellness and parenting communities. Because they thought they were getting something better, parents specifically paid more for it. The core of the economic harm claims is that no one was physically hurt, but rather that they were duped into making a purchase that they would not have made if the whole picture had been known.
As you watch this happen, you can’t help but wonder how many other products—trusted, beautifully packaged, and generally unquestioned—occupy that same cozy space until the tests are eventually conducted.
