RiseWell hides toxic PFAS in children’s toothpaste
Core Allegations
- Defendants marketed RiseWell Kids Mineral Toothpaste as a natural and chemical free product.
- The company falsely claimed the product is safe to swallow for children.
- RiseWell omitted the presence of high levels of toxic PFAS chemicals from its labels.
- Defendants misrepresented the quality and grade of their ingredients to consumers.
Regulatory Failures
- The cosmetic industry lacks sufficient regulation to prevent companies from hiding harmful ingredients.
Profit Over People
- Defendants charge a $12.00 premium for a single tube of toothpaste.
- The company uses wellness branding to justify prices much higher than the market average.
- RiseWell leverages consumer demand for natural products to sell contaminated goods.
Economic Fallout
- Consumers paid a premium for a product they would not have purchased if they knew the truth.
- Plaintiffs incurred financial losses by buying a product that failed to meet its advertised standards.
Public Health and Safety
- The toothpaste contains over 188 parts per billion of PFAS chemicals.
- PFAS exposure increases risks for cancer, hormone changes, and decreased fertility.
- The product presents a specific risk to children due to efficient oral absorption.
- Studies link perfluorodecanoic acid in the product to dental caries.
Corporate Accountability Failures
- Defendants possessed exclusive knowledge of the product’s true composition.
- The company failed to remedy issues raised in a formal demand letter sent in April 2024.
- RiseWell used deceptive marketing to suppress information about toxic ingredients.
The PR Machine
- RiseWell uses Instagram and TikTok to project a health-conscious and non-toxic image.
- The brand uses slogans like “so safe you can eat it” to build false trust with parents.
- Defendants utilize comparison grids to falsely claim superiority over competitors.
This Is the System Working as Intended
- Companies exploit the lack of regulation in the cosmetic industry to hide behind “natural” labels.
- Corporate entities prioritize profit growth over the safety of vulnerable children.
The Data
Timeline of Deception
Industry begins widespread use of PFAS in consumer products.
Nationwide class action period begins for consumers.
Plaintiff Watkins purchases the contaminated product.
Plaintiffs’ counsel sends a formal demand letter to Defendants.
The class action complaint is filed in court.
Damning Evidence
“the mouth is a window to your overall health”
“100% safe to swallow”
“over 188 parts per billion (PPB) of PFAS”
“so safe you can eat it”
“natural, safe to swallow, and chemical free”
“the product contains high levels of perfluoroalkyl and polyfluoroalkyl substances”
The Bottom Line
Is it legal to trick parents into feeding toxins to their children?
The lawsuit argues it is not. This conduct is a blatant violation of consumer protection laws, a betrayal of parental trust, and a direct threat to public health.
What can I do to prevent this from happening again?
Demand radical transparency from every brand you buy. Support legislation that mandates strict disclosure of all ingredients and requires independent, third-party testing for every “natural” claim.
Why does RiseWell think they can get away with this?
They rely on the fact that most parents cannot see or smell these chemicals. They bank on the silence of regulators and the complexity of chemical names to maintain their fraudulent profit margins.
How much harm is being caused by these “forever chemicals”?
The harm is immense and potentially permanent. These chemicals build up in the body and are linked to cancer, fertility issues, and immune system damage.
Does this lawsuit actually matter for everyday people?
Yes. It holds corporate giants accountable for their lies and sets a precedent that profit cannot come at the expense of human life.
How did RiseWell hide this for so long?
They used “wellness” marketing as a smokescreen. By focusing on what they “don’t” have, like fluoride, they distracted consumers from what they “do” have: dangerous PFAS.
Are the victims of this scheme only in California and New York?
No. This is a nationwide issue. Thousands of families across the country have likely been misled by these same deceptive tactics.
Explore by category
Product Safety Violations
When companies sell dangerous goods, consumers pay the price.
View Cases →Financial Fraud & Corruption
Lies, scams, and executive impunity that distort markets.
View Cases →
How can a company call itself “natural” while hiding forever chemicals in kids’ toothpaste?
They do it by exploiting the lack of regulation in the cosmetic industry. They use vague language to mask the presence of toxic substances, effectively weaponizing the word “natural” to sell poison.