Hello Charcoal Toothpaste Users Seek $1.5 Million Deal Approval

Colgate-Palmolive Co. unit Hello Products LLC has agreed to pay $1.5 million to settle allegations that it misled consumers about the safety and health benefits of its charcoal-based toothpaste, according to a federal court filing in New York.

New York residents Sarah Patellos and Eric Fishon alleged Hello’s labels and web advertisements, which claim its toothpastes are safe, effective, and promote whitening, are misleading because charcoal in toothpaste dangerously abrades enamel and doesn’t provide the touted oral hygiene benefits.

Their proposed class suit in the US District Court for the Southern District of New York survived dismissal in March 2021. ...