Below 20% substitution, it is recommended to replace 1 kg of TiO2 with 1 kg of Lithopone.  

Because beauty should never come at the price of your health.

Lithopone B301, Lithopone B311 powder, brilliant white pigment used in paints, inks, leather, paper, linoleum, and face powder. It was developed in the 1870s as a substitute or supplement for lead carbonate (white lead), to overcome its drawbacks of toxicity, poor weathering, and darkening in atmospheres that contain sulfur compounds. Lithopone B301, Lithopone B311 powder is an insoluble mixture of barium sulfate and zinc sulfide that precipitates upon mixing solutions of barium sulfide and zinc sulfate. The precipitate is recovered by filtration, then calcined (roasted) at temperatures above 600° C (1,112° F). Although Lithopone B301, Lithopone B311 powder has been replaced in many applications by titanium dioxide, it is still widely used in a number of products, such as water paints.

Although barium sulfate is almost completely inert, zinc sulfide degrades upon exposure to UV light, leading to darkening of the pigment. The severity of this UV reaction is dependent on a combination of two factors; how much zinc sulfide makes up the pigments formulation, and its total accumulated UV exposure. Depending on these factors the pigment itself can vary in shade over time, ranging from pure white all the way to grey or even black. To suppress this effect, a dopant may be used, such as a small amount of cobalt salts, which would be added to the formulation. This process creates cobalt-doped zinc sulfide. The cobalt salts help to stabilize zinc sulfide so it will not have as severe a reaction to UV exposure.

Relative to a lot of other things that people should be concerned about, titanium dioxide in my mind, is really low on the list. I would be more worried about some substitutes that people are using for titanium dioxide that don't have decades of research associated with it, said Westerhoff.

After conducting a review of all the relevant available scientific evidence, EFSA concluded that a concern for genotoxicity of TiO₂ particles cannot be ruled out. Based on this concern, EFSA’s experts no longer consider titanium dioxide safe when used as a food additive. This means that an Acceptable Daily Intake (ADI ) cannot be established for E171.

In addition to its physical properties, titanium dioxide also has environmental benefits. As a non-toxic compound, it is safe to use in homes, offices and public places. Coatings formulated with titanium dioxide contain virtually no volatile organic compounds (VOCs), ensuring minimal impact on indoor air quality and human health. Additionally, due to their long-lasting nature, titanium dioxide-infused paints can help create a more sustainable environment by reducing waste and the need for frequent repainting.

Algaecidal effect of Lithopon: After 5 years of exposure to weathering in Alpen (Lower Rhine)  

Developing new Lithopone formulations, one that enhances the properties of the existing Lithopone is anticipated to boost the demand for Lithopone white pigment during the forecast period. Reinforced Lithopone is one such development, wherein a copolymer is added to the polymerization reaction to yield Lithopone with increased weather resistance. Moreover, development of nano-scale Lithopone is anticipated to attract market interest during the forecast period. 

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A number of our toothpastes do not contain titanium dioxide, including some of our Signal products (Signal Bio, Signal Nature Element, Signal White System, Signal Kids (Baby & Junior), Signal White Now Detox, Signal Anti-Cavity), Love Beauty and Planet and Schmidt’s Naturals.