Beauty Tips

The Truth About Titanium Dioxide: Commitment to Safe Beauty

Illuminating the Science Behind Our Ingredient Choices

Written by: 100% PURE®


If there’s one ingredient in the beauty and skincare realm that conjures up drama and cold shoulders, it’s titanium dioxide. Whether your stance on the mineral may be slightly less dramatic or neutral, you’re likely most privy to the gossip that titanium dioxide carries some safety risks or leaves a white cast, turning you into Casper. The only ghostly thing about it is the myths.

Thankfully, there are brands increasingly prioritizing ingredient transparency and safety in the beauty industry. While the idea of gentle, non-irritating cosmetics and skincare is nothing new, innovations in the formulation of ingredients, like titanium dioxide, have made leaps and bounds. In fact, 100% PURE is dedicated to using titanium dioxide for its stellar benefits for coverage in UV protection in its cosmetics in the safest manner.

And because of this, you’ve probably heard of “mineral makeup” and “mineral sunscreen.” This usually means either one of two unique minerals: titanium dioxide or zinc oxide. Today, we’re talking about titanium dioxide in cosmetics. We’ll look at what it is, how it functions, and its safety in providing gentle, effective, and transparent cosmetic and skincare options.

The Role of Titanium Dioxide in Beauty Products

If you scream and screen for sunscreen – and, of course, ice cream – regularly, you’ve likely heard of titanium dioxide. In addition to being included in most sunscreens, the white mineral is also in a variety of skincare products and cosmetics. So, what is titanium dioxide, and what about this multi-purpose ingredient that makes it beneficial for our skin?

Titanium dioxide is a naturally occurring mineral sourced from ilmenite ore; Ilmenite is the most important ore of titanium and the main source of titanium dioxide. When processed, it becomes a fine powder with a vibrant white pigment that’s used in a variety of beauty products, like pressed and loose powders and cosmetic formulations, as a UV filter or whitening agent.

Typically, this mineral is produced in two forms. The primary type is pigment-grade titanium dioxide, which utilizes its pigment to provide a look of sensitivity and brightness. This is one of the reasons titanium dioxide is favored in cosmetic formulations, in addition to these skin-efits:

  • Known for its durability, the mineral can create a pigment that’s extra long-lasting. This is great for bold or intense eyeshadow buffs!
  • When combined with other colors, it can instantly amplify color by providing intensity and brightness. That has made it particularly popular for foundation and lipstick formulas.
  • When used as a base or colorant in a product, it becomes handy in formulas meant to offer a lot of brightness and opacity.
  • It’s so pigmented, in fact, that it’s used not only in white and pastel-colored products but also in darker shades, as well.
  • Is non-irritating and a safe, natural alternative to chemically derived cosmetic formulas.
  • Is non-comedogenic, so it won’t clog pores and can help reduce the occurrence of breakouts.
  • Popular in concealers, the mineral provides excellent coverage while brightening the skin. Send those dark under-eye bags packing!

Then, there’s ultrafine-grade, also known as nanoscale titanium dioxide. This is used for its ability to scatter lightly as an ultra-fine powder. This gives it the ability to lightly absorb into the skin while providing a bit of transparency. It’s for this reason titanium dioxide is ideal as a UV filter, in addition to these other perks:

  • Is non-irritating and a safe, natural alternative to chemically derived sunscreens, which can cause skin irritation. This is great news for sensitive skin types!
  • Is non-comedogenic, so it won’t clog pores and can help reduce the occurrence of breakouts. Acne and oily skin types can rejoice!
  • Protects against harmful UV rays and helps prevent UV damage.
  • Guards our skin’s health by protecting it from skin-damaging UV rays, resulting in a reduced risk of accelerated aging, and helping to keep lines and wrinkles at bay.
  • Won’t leave a white cast, so Casper can stay fiction.

Be aware that results may vary due to product formulations. That’s why 100% PURE is dedicated to using titanium dioxide most safely by avoiding nano forms and securely binding titanium dioxide within formulations to minimize any potential risks.


Our Safety Practices with Titanium Dioxide

Even if you’re not familiar with titanium dioxide in cosmetics, it’s quite likely you’ve seen it in sunscreens, specifically physical formulas. The mineral is beloved in cosmetics not only for the pigment and coloration it can provide but also for the way it reacts to light. When used in an ultrafine-grade formulation, titanium dioxide becomes transparent to light, effectively making it an absorber of UV light.

Since titanium dioxide is one of the most naturally opaque and pearly-white materials on earth, it has , from providing excellent coverage to brightening the skin. While all this sounds amazing for the mighty mineral, there are some technical processes to safely – or unsafely – incorporate titanium dioxide into products. This is where concerns get stirred up with the use of titanium dioxide in formulations.

What are some concerns associated with titanium dioxide? According to a published in Radiology and Oncology, titanium dioxide may lead to some adverse effects on the body, including oxidative stress, inflammation, and changes in cell signaling pathways. Additionally, pure titanium dioxide can be notably harmful when inhaled.

However, it’s also important to note that such adverse effects depend heavily on the form of the titanium dioxide. It can come down to characteristics like “particle shape, purity, surface charge, solubility, agglomeration rate, photo-activation, etc.” Particle shape is one of the most important.

But before titanium dioxide is , it is first micronized. This is a process that takes ingredients that are normally quite heavy, like titanium dioxide, and makes them both more stable and easier to spread. There are nano and non-nano forms or secure binding of titanium dioxide in formulas. “Nano” refers to the particles’ size, meaning tiny. This is where ‘size’ matters.

The smaller the nanoparticle, the more potential it should be absorbed into the skin. Since many sunscreens wash off in the saltwater, this can be , as the tiny nanoparticles found in these formulas are small enough to be ingested by marine animals including coral. This causes the deterioration of coral reefs and can lead to coral bleaching, a process that causes coral to turn white and even die.

At 100% PURE, we’re all about minimizing any potential skin, health, environmental, and oceanic risks, which underscores our commitment to prioritizing health and safety. The titanium dioxide (and zinc oxide) we source has a particle size of 0.2 microns, which is considered “non-nano.” Nanoparticles are 1,000 times smaller than the size we use. Nanoparticles may be more “invisible” on the skin, but also can penetrate your skin and pores, break down when in contact with sunlight, and cause free-radical damage to your skin.

We prefer non-nano particles, since they are more stable when exposed to sunlight (making them more effective), and are less likely to be absorbed into the skin. Our process of safely and securely binding titanium dioxide within formulations helps reduce any potential risks. That means that you’re getting all the sun protection benefits without the risk of harming yourself.

Choosing a non-nano form of titanium dioxide also doesn’t dissolve in seawater when it comes off the skin, but instead rapidly settles to the seafloor and becomes part of the sediment. Therefore, non-nano forms are considered marine and reef safe because it does not damage or adversely affect wildlife or water habitats or the animals that use them.


Our Pledge for Transparency and Efficacy

Clean beauty is experiencing a revolution for a safer, more youthful you, and is making leaps and bounds towards healthier beauty choices. Brands are increasingly prioritizing transparency, offering products free from harmful chemicals and packaged in eco-friendly materials. 100% PURE is at the forefront of these brands with complete ingredient transparency and unwavering product safety.

The shift towards innovations in the formulation of ingredients, like titanium dioxide, is part of a broader movement towards cleaner, safer beauty products for you and the planet. This movement advocates for transparency in ingredient lists, encouraging consumers to make informed choices about the products they use on their bodies.

At 100% PURE, we take pride in our testing practices to ensure that we are producing the healthiest and most toxic-free formulas for our customers. It’s our pledge towards complete ingredient transparency. When it comes to our ingredients, we go through a painstaking process to avoid animal-sourced ingredients and opt for vegan, cruelty-free alternatives. We utilize a “” to ensure we are creating the safest and most effective products for you.

When it comes to our , the perfect percentage of titanium dioxide (and zinc oxide) means it’s safe protection against harmful UVA and UVB rays. All our natural sunscreens are noncomedogenic, fragrance and preservative-free, so you can wear them under or over makeup and reapply them throughout the day, without worrying about clogging your pores or irritating your skin type

Our pledge towards unwavering product safety means striking a balance between delivering exceptional product performance and maintaining the highest safety standards to protect consumers and our planet.

Here are some of our top sunscreen and cosmetic products that meet these rigorous but essential standards:

This water-resistant natural sunblock pulls double duty, with its protective and anti-aging properties of green tea, plus powerful antioxidant benefits from vitamin E to neutralize free radicals and environmental damage. It’s made in a base of hydrating aloe and skin-soothing cucumber juice, with nourishing oils of raspberry, avocado, olive, and rosehip to soften and moisturize skin for comfortable all-day wear and sun protection.

Find your perfect mate with this lightweight mist made with nourishing yerba mate. Like our fave green tea, yerba mate leaf is antioxidant-rich for protection against free radicals that cause UV damage and signs of premature aging. Safflower seed oil has a light floral scent that also soothes and conditions your skin. This reef-safe natural sunscreen spray has an application that’s easy to apply on the fly, and we use a compressed air canister built into the bottle to eject the formula, instead of ozone-harming CFCs.

Boost skin’s defense against free radicals and aging with our concentrated antioxidant serum. Infused with Puerh Black Tea Leaves, this formula plumps, and firms your skin while efficiently absorbing to hydrate and nourish it. Experience the perfect base for flawless makeup application as you indulge in the ultimate skin protection and nourishment.

If you like the serum packed with the benefits of black tea and grass jelly, you’ll love pairing it with our silky smooth, super-hydrating moisturizer! Formulated to sink deep into the skin, this moisturizer combats signs of aging by nourishing skin with powerful hydration and beneficial antioxidants so skin looks firmer, brighter, and more youthfully radiant.

This luxuriously creamy body lotion is enriched with potent anti-aging vitamins and antioxidants for softer, more supple skin. Deeply moisturizing cocoa and avocado soothe dryness and flaking, while aloe and rose hydrosol replenish essential hydration. Additions of stimulating Kona green coffee and vitamin C brighten and energize the skin for a more youthful glow. This silky-smooth body cream is infused with the scent of sweet, honey-glazed almonds.


A great cosmetic and skincare product, including sunscreen, is only as good as what’s in it, how it functions, and how you use it. When it comes to sun protection, we’ll shout from the rooftop again about the praises of non-nano forms of titanium dioxide in sunscreens. Their natural, mineral-based formulas are safer for your skin and health and kinder on the planet, plus they have stellar benefits for coverage and UV protection in cosmetics and sunscreen.

That being said, most experts tell us that these potential health risks shouldn’t trouble us, because titanium dioxide has been used in the market for decades, and no adverse reactions have been reported by users. The bottom line is that when used correctly, titanium dioxide should be a safe ingredient that’s safe for all skin types, every day.

Chemical sunscreens, on the other hand, use harmful ingredients like oxybenzone. These chemicals can lead to health-related issues, and contribute to coral bleaching in our oceans – a huge problem for aquatic life.

In addition to adopting a holistic approach to sun protection, it’s also effective to combine natural sunscreens with physical barriers like hats and shade. It provides a comprehensive defense against UV radiation. Remember, using natural sunscreen cares for your skin and contributes to environmental preservation.

When you opt for a natural sunscreen, your whole skin regimen is going to work better in the short and long run. Whether it’s 10 or 20 years from now, your skin and health will thank you for the protection. Plus, wearing a natural sunscreen year-round could improve your skin’s health. We’d have to say that would sweeten the deal with a cherry on top. It makes for a great sundae on a sun or Sun-day!

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