I hate to rain on a parade, but it's marketing bullshit. Aqua comes from water, isn't it? Purified one at that? "Vegetable"? Calcium fluoride is a source? "Natural ore" as opposed to an artificial lab grown ore?
It kinda looks nice unless you actually read it, or know what words mean. And if you do it's obvious ploy to capture very ignorant people.
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It's homeopathic nonsense. None of those are accepted names for the substances they are talking about, and they don't specify a quantity so it could be essentially zero for some of them.
You can find those things out. Natural ore means it comes from natural deposits (its not a lab-formulated compound).
Some people prefer natural ingredients. Thats it.
Otherwise its very common with synthetic or refined chemical ingredients in toothpaste, like:
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Sodium fluoride / stannous fluoride (lab-produced, though based on natural elements)
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Artificial abrasives (engineered silica)
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Detergents like sodium lauryl sulfate (SLS)
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Synthetic preservatives, flavors, or colorants
Same reason people want to grow their own food. They know whats in it and what they put in their body.
I think you're reading it too pessimistically. There are so many people out there saying, "If you can't pronounce it or know where it's from, then it's straight POISON!"
There are artificial ores. There are people who will want to know the water they used was clean (the purified water). This looks like a great way to educate people on what they're using and to learn not to be afraid of big, complicated words.
Sure, this is still a marketing strategy that could be exploited by bad corps, but it is a step in the right direction. This is where rules to define those terms accurately would be a good use of regulations.
What, you don’t feel more informed to know that your glycerin comes from a miscellaneous vegetable?
Natural ore made me laugh. I mean, asbestos and beryllium are naturally occurring ores too…
I bet asbestos would make for a killer toothpaste, actually.
I love it when companies do that. I have a couple oft cosmetics products with such an explanation. I habe very sensitive skin and this makes it easier to decide if I can use it.
I would love if all companys did this
What brand of toothpaste is this?
It looks like kingfisher tube. They are well known for their toothpaste without flouride but also has with flouride.
Ingredients are probably listed like that because the target group cares about what they use.
Hey it's me!
You're one of my favourite terpenes
Get back in the toothpaste!
Well unfortunately once they're out of the tube...
Love me some open source hygiene products! Blueland, the company that makes the cleaning sprays I use, does the same thing.

looks cool
Can we start doing this with everything?
When I was a kid, in my country all machinery and electronics were accompanied with full mechanical and electrical schematics.
ingredient lables can be pretty long. I think we need a QR code with this and much more information. it should be able to back track where you product came from and such.
The problem is a lot of nasty things come from less scary sounding things. For example:
Ingredient: Ricin, Where it comes from: Castor beans, What it's used for: Poison.
There's actual truth to this. In toothpaste no less.
Ingredient: Asbestos
Comes from: naturally occurring mineral
Used for: mild abrasive
This has to be a response to those idiot tictokers wandering grocery stores and badmouthing anything with an ingredient they can't pronounce. Usually shilling some sort of scam supplement while they're at it.
I'm definitely bad mouthing the goddamn palm oil.
Judging from the text on the left, with it not doing animal testing etc., it looks like it targets more 'conscious' consumers in general...
JFC can we make this list obligatory on all products?
It's so amazing to finally just read in plain English what an ingredient is supposed to be doing.
Maybe even add a few columns?
Peanut butter:
- ingredient: Peanut
- Where it comes from: Peanut
- What it does: Peanut?
What it does: adhesive (sticks to the roof of your mouth)
Why did they feel the need to church up “water”
Found this on Wikipedia:
Deionized water is very often used as an ingredient in many cosmetics and pharmaceuticals. "Aqua" is the standard name for water in the International Nomenclature of Cosmetic Ingredients standard, which is mandatory on product labels in some countries.
Aqua is the actual word for water in spanish too.
Note that products derived from palm oil should be avoided if you can. https://www.wwf.org.uk/updates/8-things-know-about-palm-oil
That article you linked seems to be saying that palm oil is actually really good?
It says that it is a major driver of deforestation because people are tearing down trees to grow more of it because it's a very useful and versatile oil.
It later says that switching away from palm oil isn't a solution because palm oil is actually such an efficient crop that if you used something else the amount of land needed to produce enough oil would drive far more deforestation.
The article is a call for more regulation on deforestation, not a call to not use palm oil. It in fact almost argues the opposite.