Procter & Gamble, which manufacturers Crest toothpaste, will eliminate microbeads from its toothpastes, according to media reports.
The beads do not disintegrate, are not biodegradable, and dentists say they get stuck in the tiny crevices between the teeth and gums, the Washington Post reports.
In a statement to ABC15 in Phoenix, the company said: “While the ingredient in question is completely safe, approved for use in foods by the FDA, and part of an enjoyable brushing experience for millions of consumers with no issues, we understand there is a growing preference for us to remove this ingredient. So we will.
“We currently have products without microbeads for those who would prefer them. We have begun removing microbeads from the rest of our toothpastes, and the majority of our product volume will be microbead-free within six months. We will complete our removal process by March of 2016.”
Last year Johnson & Johnson began to phase out microbeads in its beauty products, and is developing an environmentally friendly alternative, after activists from environmental group the 5 Gyres Institute found large quantities of the beads in the Great Lakes.