Ci 77891

The bright white.

What it does

A white mineral color (titanium dioxide). It makes toothpaste, soap and makeup white or less see-through.

Good to know

Fine powders can be breathed in, so the EU limits it in loose face powders and hair sprays. Independent EU scientists (SCCS) advised those limits in 2020.

Often found in: Toothpastes, Whitening toothpastes, Soaps, Shampoos

Around the world

United States: Allowed as a color in all cosmetics, including near the eyes. Source
EU and UK: EU: in powder form, max 25% in loose face powder and 1.4% in hair sprays. UK: allowed as a color without these limits. Source
Canada: Not on Health Canada's Hotlist of restricted ingredients. Source
Australia: No limit in Australia's Poisons Standard. Source

Sources

SCCS opinion: Titanium dioxide in cosmetic products that may be breathed in (2020) (Independent)

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