Colgate Gum Invigorate Detox Toothpaste, 75ml

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How to choose the right toothpaste - which ingredients really work, and what to consider before you buy Colgate told us its studies on Elixir White are confidential so it was unable to provide us with any specific evidence to show it's better than other whitening toothpastes. Colgate said evidence for this formulation was also commercially sensitive, but there is evidence that the zinc oxide and zinc citrate combination used has antibacterial properties, which our experts said should give this product advantages in reducing gum inflammation vs basic fluoride toothpastes.

But there are also plenty of marketing claims, such as ‘strengthens enamel’ and ‘prevents decay’, that are redundant because all fluoride toothpastes, regardless of price, will do these things. We asked a panel of dental experts to examine the evidence behind claims on six premium toothpastes and give their verdict on when it's worth spending more. Based on the evidence given by LA Pacific, stain removal using this toothpaste would be better than basic fluoride toothpaste, but the claim it can ‘brighten’ teeth with ‘natural bleach’ might be overstating things. Our experts doubted the concentration of bleaching enzymes possible in an over-the-counter toothpaste could offer a clinical effect - this is the same for any whitening toothpaste.

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Our research found that, while claims were generally supported, the overall benefits of expensive formulations may only be marginal. Our experts said there would be benefit to using this over a basic fluoride toothpaste for mild to moderate gum inflammation, but that it's probably not so different to standard fluoride toothpaste for cavity protection. There isn’t enough clinical evidence to support cannabidiol, aloe vera, or vitamin E for gum health, and as with Colgate's gum toothpaste, ‘invigorate gums’ is not a scientifically meaningful phrase.

Hydrogen peroxide (a bleaching agent) is commonly used in whitening toothpastes, but it's a bit of a red herring as the legal limit for over-the-counter toothpastes is too low to actually affect the colour of your teeth. Zendium gave us evidence from clinical studies that support the combination of antibacterial enzymes in this toothpaste (amyloglucosidase, lysozyme, glucose oxidase, lactoperoxidase and lactoferrin) for plaque control and to reduce gum inflammation and bleeding. If you don't have any particular dental issues, a standard fluoride toothpaste will do the job just fine. WhiteningZendium's marketing based on oral bacteria and enzymes instead of minerals is unique, but again, while it will be better than conventional toothpastes at reducing gingivitis, cavity protection should be similar.