Does Your Sensitive Toothpaste Contain Potassium Nitrate, A Key Ingredient in Gunpowder?

The leading sensitive toothpaste companies spend a considerable amount of money marketing their brands of toothpaste with a promise to help relieve sensitivity – but are they telling you everything you and your family need to know to make a safe and healthy decision?

One of the main chemicals in many leading sensitivity toothpastes is Potassium Nitrate, a primary ingredient in gunpowder, fertilizers and rocket fuel. It sounds unbelievable, but an easy way to check if your sensitivity toothpaste has it is by scanning the toothpaste’s ingredients on the back of the packaging and finding the words “Potassium Nitrate”. Continue reading

How beauty consumers define ‘natural’

Among beauty consumers, says Denise J. Herich of The Benchmarking Company, there is a “big perceived value of natural and organic products.” According to her firm’s research, consumers believe that natural ingredients are worth more; and they are willing to pay accordingly for products formulated with naturals.

Where to begin

The Benchmarking Company recently completed a research project, gathering data on consumer perceptions of, expectations for, and curiosity about natural personal care and beauty products.

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