Aquafresh
Learn more about our scoring →
About Aquafresh
Aquafresh represents one of the oral care industry's most recognizable brands, distinguished by its iconic tri-striped toothpaste formulations designed to address cavity protection, enamel strengthening, and breath freshening in a single product. As a cornerstone brand within the dental care category, Aquafresh has maintained market presence across multiple decades while adapting to evolving consumer preferences for oral health solutions.
Under parent company Haleon's ownership, Aquafresh operates within a broader portfolio of consumer health brands that benefit from enterprise-level sustainability governance and responsible business frameworks. The brand's environmental performance reflects this corporate structure, with notable achievements in packaging innovation while facing challenges in developing brand-specific sustainability initiatives that differentiate from broader corporate commitments.
Within the competitive landscape of oral care brands increasingly emphasizing clean formulations and ethical sourcing, Aquafresh's sustainability positioning reveals significant opportunities for advancement, particularly in areas of ingredient transparency, animal welfare standards, and environmental impact reduction beyond packaging innovations.
The Good Stuff
Where Aquafresh appears to be making meaningful progress. We cross-referenced these findings with multiple independent sources.
Packaging Innovation Leadership
Delivered over 1.2 billion recycle-ready tubes ahead of sustainability targets, demonstrating measurable progress in circular packaging design and implementation across product lines
Science-Based Climate Commitments
Operating under independently validated net-zero commitments with comprehensive Scope 1, 2, and 3 emissions targets aligned with Science Based Targets initiative standards
Corporate Governance Standards
Comprehensive responsible business framework includes human rights statements, supplier codes of conduct, and modern slavery oversight through parent company governance structures
The Reality Check
Areas where the publicly available data gets murky, incomplete, or concerning. We're transparent about the limitations of our analysis.
Animal Welfare Standards Void
No cruelty-free certification or vegan product verification available, with testing policies that may include animal testing to meet regulatory requirements
Ingredient Transparency Gaps
Absence of brand-specific clean ingredient policies, green chemistry commitments, or PFAS-free formulation standards beyond general corporate environmental disclosures
Wildlife Conservation Absence
No disclosed conservation partnerships, biodiversity protection programs, or wildlife habitat support initiatives within environmental impact reporting
Aquafresh's
Impact Aura
A visual representation of Aquafresh's positive impact
across People, Planet and Animals
Each colored area represents the brand's performance in that sustainability category. The size and intensity of each blob corresponds to their score—larger, more vibrant areas indicate stronger performance.
Our Research
Key findings from our comprehensive analysis of Aquafresh's sustainability performance across People, Planet & Animals impact.
Positive Impact on People
Research Highlights
- Parent company Haleon maintains human rights statement with supplier code of conduct and modern slavery oversight protocols
- Ingredient safety policies operate under group-level TCFD-aligned environmental disclosures without brand-specific clean ingredient commitments
- Labor practices include supplier due diligence and responsible sourcing frameworks, though independent audit data remains limited
- Social impact initiatives described broadly across Haleon portfolio with limited verification of brand-specific programs
- Marketing integrity commitments exist within responsible business framework but lack third-party verification systems
Evidence Strength
Moderate documentation through parent company governance structures, with gaps in brand-specific verification and transparency
Positive Impact on Planet
Research Highlights
- Packaging innovation demonstrates leadership with over 1.2 billion recycle-ready tubes delivered ahead of target timelines
- Climate action includes Science Based Targets initiative validation for net-zero commitments across Scope 1, 2, and 3 emissions
- Water stewardship commits to certification for manufacturing sites but lacks brand-specific conservation programs
- Biodiversity protection initiatives absent from sustainability disclosures and environmental impact reporting
- Chemical responsibility policies lack green chemistry commitments or ingredient reformulation transparency at brand level
Evidence Strength
Excellent documentation for packaging initiatives and group climate targets, significant gaps in biodiversity and water stewardship verification
Positive Impact on Animals
Research Highlights
- Animal testing policies adhere to regulatory requirements which may include animal testing procedures
- Cruelty-free certification absent across all major independent verification programs
- Vegan formulation evidence unavailable with no public plant-based product certifications disclosed
- Wildlife conservation partnerships and habitat protection programs not referenced in impact reporting
- Sustainable sourcing practices for animal-derived ingredients lack transparency and verification protocols
Evidence Strength
Clear documentation confirms absence of cruelty-free certification and animal welfare initiatives across all assessment criteria
See the Receipts
We don't just make claims—here are the official certifications that prove Aquafresh's sustainability commitments.
Frequently Asked Questions
Is Aquafresh sustainable?
Aquafresh demonstrates mixed sustainability performance, with strong achievements in packaging innovation through recycle-ready tube technology while facing significant gaps in animal welfare standards and ingredient transparency. The brand operates under parent company Haleon's science-based climate commitments but lacks brand-specific environmental initiatives beyond packaging improvements.
Is Aquafresh cruelty-free?
Aquafresh is not certified cruelty-free by major independent verification programs. The brand's testing policies adhere to regulatory requirements which may include animal testing procedures, and no evidence indicates transition toward cruelty-free certification or alternative testing methods.
Does Aquafresh have sustainable packaging?
Yes, Aquafresh demonstrates packaging innovation leadership through the delivery of over 1.2 billion recycle-ready tubes, surpassing original sustainability targets. This represents measurable progress in circular packaging design, though broader environmental initiatives remain limited at the brand level.
Is Aquafresh vegan?
No evidence indicates Aquafresh offers vegan-certified formulations. The brand lacks public plant-based product certifications and does not disclose vegan ingredient sourcing practices or animal-derived ingredient alternatives within its product portfolio.
What are Aquafresh's climate commitments?
Aquafresh operates under parent company Haleon's Science Based Targets initiative-validated climate commitments, including net-zero targets across Scope 1, 2, and 3 emissions. However, brand-specific climate initiatives and carbon reduction programs are not disclosed separately from corporate-level commitments.
Does Aquafresh support environmental causes?
While parent company Haleon maintains environmental sustainability policies and climate commitments, Aquafresh does not disclose brand-specific environmental cause support, conservation partnerships, or biodiversity protection programs within available sustainability reporting.
Ready to Shop Aquafresh?
Find Aquafresh products through our trusted retail partners
Brands That Score Better
The Bottom Line
Aquafresh demonstrates notable progress in packaging sustainability while operating under robust corporate governance frameworks, yet faces substantial opportunities for improvement in animal welfare standards, ingredient transparency, and brand-specific environmental initiatives beyond packaging innovation.