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Colgate-Palmolive Co. is facing a proposed class-action lawsuit in California federal court, accused of selling its children’s “hello” brand toothpaste with dangerously high levels of lead — all while marketing it as a safe, natural product for kids.

The complaint, filed Wednesday by parents Nathan Barton and Cynthia Fahrnkopf, alleges that Colgate’s “hello” toothpaste contains more than double the federal lead limit permitted in candy marketed to small children. The plaintiffs argue the company’s packaging — adorned with cheerful unicorns, mermaids, and dragons — conceals a toxic secret behind its playful imagery and promises of “natural flavors” and “no artificial dyes or sweeteners.”

Alleged Hidden Danger Behind a Bright Smile

According to the lawsuit, independent testing revealed that Colgate’s “hello” kids’ toothpastes contained between 236 and 658 parts per billion (ppb) of lead — far exceeding the U.S. Food and Drug Administration’s 100 ppb limit for candy frequently consumed by children.

In stark contrast, the same tests reportedly showed that competitors’ toothpastes contained little to no detectable lead, suggesting that Colgate had the ability to produce safer products but failed to do so.

The plaintiffs emphasize that no level of lead is safe for children, citing long-term risks such as kidney damage, seizures, and neurological harm. Even more alarming, the lawsuit states that lead absorbed through the mouth can bypass the digestive system’s natural filtration, sending toxins directly into the bloodstream.

Parents Claim Deceptive Marketing and Violations of Consumer Law

Barton and Fahrnkopf are seeking to represent a class of California consumers who purchased the affected products. Their suit accuses Colgate of engaging in unfair and deceptive business practices, false advertising, and violations of the Consumer Legal Remedies Act.

“The colorful packaging and ‘natural’ promises were designed to build trust among parents,” the complaint alleges, “but behind the friendly branding lies a product that may expose children to harmful contaminants.”

Representatives for Colgate-Palmolive and the plaintiffs were not immediately available for comment.

The proposed class is represented by Naomi Spector of KamberLaw LLP, while counsel for Colgate has yet to be disclosed.

A Growing Concern Over Safety in Children’s Products

The lawsuit comes amid heightened scrutiny of heavy metals in consumer products, especially those aimed at children. Regulators have increasingly pressured companies to adopt stricter testing protocols and transparency measures to ensure product safety.

If the claims hold, this case could become a major reputational test for Colgate, a brand long associated with family oral care. The outcome could ripple across the industry, forcing companies to reassess ingredient sourcing and manufacturing standards — before “safe for kids” becomes a phrase too dangerous to believe.