Natural Toothpaste Maker RiseWell Hit With PFAS False-Ad Suit (1)

Illuminati Labs LLC, which does business as RiseWell, deceptively advertised its mineral toothpaste for kids as natural and safe to swallow despite containing high levels of toxic perfluoroalkyl substances, a proposed class action alleges.

“Toothpaste is a particularly effective method to introduce PFAS substances into the body” because the membrane lining the mouth contains blood vessels that allow substances to be directly absorbed by the bloodstream, the complaint filed Tuesday in the US District Court for the Northern District of California says. As a result, PFAS in toothpaste “poses a particular danger to users,” the complaint notes.

“RiseWell has tested ...