RiseWell Kids Mineral Toothpaste Contains High Levels of Forever Chemicals, New Class Action Lawsuit Says [DISMISSED]

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A proposed class action lawsuit alleges RiseWell Kids Mineral Toothpaste is falsely advertised as safe and “clean” given that the product contains high levels of per- and polyfluoroalkyl substances (PFAS), commonly known as forever chemicals. 

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The 36-page toothpaste PFAS lawsuit says that although RiseWell advertises the Kids Mineral Toothpaste as “natural,” “safe to swallow” and chemical free, the product, according to commissioned lab testing, contains more than 188 parts per billion of the human-made, synthetic substances, which do not break down quickly and build up in the body over time after repeated exposure. 

The PFAS test results for RiseWell Kids Mineral Toothpaste stand in stark contrast to the manufacturer’s marketing claims, and no reasonable consumer would expect a product touted as safe to swallow, natural and toxin-free to contain PFAS chemicals, the suit contends. 

“Nonetheless, Defendants attempt to make its claims credible to consumers by promising consumers that their labeling practices are more trustworthy than competitors’ labeling practices,” the filing alleges. 

Per- and polyfluoroalkyl substances are groups of complex chemicals often used to make nonstick cookware, water-repellant clothing, and stain-resistant fabrics; they can also be found in firefighting foams and items that resist grease and oil, the filing explains. Per the suit, PFAS exposure, such as through water supplies or products packaged with PFAS-containing material, have been linked to cholesterol increases, hormone and immune system disruptions, and an increased risk of cancers, among other adverse health effects. 

In children, the suit emphasizes, PFAS exposure has been linked to a lower antibody response for some vaccines, thus rendering kids more vulnerable to diseases from which they otherwise would be immunized. 

The presence of PFAS in RiseWell Kids Mineral Toothpaste is “particularly alarming” since the product is intended specifically for children, and the mouth and oral tissue serve as “efficient entry points” for PFAS in both children and adults, the case says. 

According to the proposed class action lawsuit, the plaintiff’s counsel commissioned a Department of Defense Environmental Lab Accreditation Program-certified lab to test the RiseWell kids’ toothpaste at issue. Testing of the product packaging and toothpaste itself showed that the product was contaminated with unacceptably high levels of PFAS, the complaint relays. 

In particular, the plaintiff’s testing revealed the presence of perflourodecanoic acid in the toothpaste, which, according to a study of children between three and 11 years old, found that the chemical was “significantly associated with dental caries,” namely tooth decay or cavities, the filing shares. 

“Defendants ironically note that ‘[t]he lack of regulation within the cosmetic industry permits the use of harmful ingredients, making it easy for many companies to hide behind labels like "natural ingredients," assuring consumers instead that, unlike its shifty competitors, RiseWell "let[s] you know every ingredient in all of [its] products,"'” the lawsuit reads. “Unfortunately for Plaintiffs, this promise does not include disclosing high levels of toxic PFAS chemicals.” 

The RiseWell toothpaste class action lawsuit looks to cover all individuals in the United States who bought RiseWell Kids Mineral Toothpaste and all substantially similar products from June 11, 2020 to the present.

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