Leading toothpaste manufacturer, Colgate, has just launched two new kinds of toothpaste registered with the Vegan Society's international Vegan Trademark.

Called 'Smile For Good', the new toothpaste options are available across the UK and EU.

The Vegan Society made the announcement on their Vegan Trademark Instagram account, noting that the toothpaste tubes and packaging are also both recyclable.

A Vegan Shift

The move comes as sales of vegan products across the EU are on the rise. This past Christmas saw more than five million Brits have their first vegan meal, the Vegan Society noted.

The new toothpaste also comes as calls to end cosmetic animal testing are at an all-time high. Celebrities including Ricky Gervais and Sir Paul McCartney support Cruelty-Free International's efforts to end animal testing. A number of major cosmetic brands have recently made the shift, too. Procter & Gamble ended cosmetic testing on 19 of its brands last year. CoverGirl and Estée Lauder have also ended cosmetics testing.

Animal Products in Toothpaste

According to the website Herbivore Times, traditional toothpaste can contain animal ingredients such as glycerin, bone char, and bee products like propolis.

Glycerin can come from vegetable sources, but it also comes from animal fat. And companies may not disclose their sources, making it difficult for consumers to be able to tell the difference.

Bone char can often be labeled as “calcium phosphate," a common abrasive in toothpaste. Like glycerin, there are vegan alternatives that also use "calcium phosphate" labels, so it can be difficult to tell the difference when shopping for a cruelty-free toothpaste option.

Propolis and even bee pollen can be added to natural toothpaste to enhance the antimicrobial effects. There are no insect-free versions of these ingredients.

The new Colgate toothpastes are now available at Tesco, ASDA, Sainsbury's, Morrisons, Boots, Superdrug, Wilko, Waitrose, Savers, and Ocado.

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