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Clinically Demonstrated Safety & Efficacy

| By Norman Horn, Ph.D.

“The Science Behind My Magic Mud® Products” was prepared by Norman Horn, Ph.D., a Chemical Engineer who facilitated the third party laboratory studies which were conducted to evaluate the efficacy of My Magic Mud’s product line.

My Magic Mud® products are now clinically demonstrated to whiten teeth

Carbon & Clay Company, who owns the My Magic Mud® brand, engaged in clinical trials for their activated charcoal oral care products during late 2017 and concluding in January 2018. For each product, 20 or more subjects participated in a 21-day study monitored by a third-party clinical lab. The specific purpose of the study was to determine the whitening efficacy of My Magic Mud® Peppermint Activated Charcoal Toothpaste and My Magic Mud® Activated Charcoal Toothpowder, though the results can be expected to extrapolate to other product flavors as well.

Participants using the toothpaste were instructed to brush their teeth twice a day for 2 minutes each time, and participants using the tooth powder were instructed to brush with the product once per day for 2 minutes. Digital photos were taken at 3 days, 7 days, 14 days, and 21 days, using the same camera for each photo, and the VITA Shades guide was used to gauge the visual change of tooth color.

The average change from the participant baseline for both products is plotted below. As you will see, the average participant did see improved whitening of their teeth over just 21 days. The participants using the tooth powder actually experienced a greater average change in this relatively short study, and in fact 75% of the participants saw an improvement for their teeth.

Clinical Trials Activated Charcoal Toothpaste

Another important finding was that no participant experienced negative results. This is significant because we did not control for some variables in this study, such as how much coffee or soda the participants consumed, that might have produced an outcome not favorable to us. In fact, the primary stipulations we made for participants was to the brushing regimen itself and otherwise not change anything about their daily routine. We believe that keeping the study conditions like this made it a bit more realistic in this instance, and thus strengthens our results and provides our customers additional confidence that My Magic Mud® products can work for them too.

In our previous tests, we have shown that My Magic Mud® products can effectively polish teeth and clean stains. Through these new trials, we have now clinically demonstrated that My Magic Mud® toothpaste and tooth powder products will whiten teeth for most users.

Lab Analysis Conducted To Back Non-GMO and Gluten-Free Claims

All ingredients to our products are either inorganic materials, such as activated charcoal and bentonite clay, or certified organic products, such as the essential oils derived from plants used for flavor. Because we procure only certified organic sources, we are certain from the start that we have no GMOs in our final products.

Even so, we go one step farther for our customers. We have engaged a third-party testing lab to do a GMO scan of our final products to see if there is any resistance in the product to pesticides such as Round-Up (resistance would indicate GMO presence). As expected, no scan criteria tested positive for GMOs.

Occasionally we are asked if there is any gluten in our product. Some people mistakenly think that our products being “natural toothpastes” means there may be a gluten risk. We can assure you that no wheat products or other gluten sources are used in the manufacture of My Magic Mud® products. However, to bring even greater assurance we had a third-party lab run a gluten screening using the nationally recognized testing protocol (AOAC 38.12-02) on both our tooth powder and toothpaste products which, of course, showed no detectable gluten whatsoever.

My Magic Mud Products Within American Dental Association (ADA) Safety Range

Tooth enamel is among the hardest substances in the human body. If enamel is worn down enough, though, the dentin beneath can become exposed and damaged. Much research in the dental industry has been conducted to understand the effects of tooth cleaning products on both dentin and enamel. Testing is routinely performed on tooth cleaning products throughout the industry for new product development and quality control. The American Dental Association (ADA) has established a standard scale for tooth cleaning products called Relative Dentin Abrasion (RDA) and Relative Enamel Abrasion (REA).

The RDA scale assigns a score relative to a reference abrasive agent (which is given an arbitrary value of 100). For example, a toothbrush with plain water typically scores an RDA of 4. Plain baking soda scores a 7. Many common toothpastes score in the 70 to 100 range. Whitening toothpastes often score from 101 to 150. Contrary to popular belief, just because one tooth cleaning product has a greater RDA value than another does not make it less safe in any way. The best clinical research available demonstrates that any toothpaste with an RDA under 250 is safe for a lifetime of use.

Similarly, the REA scale assigns a score relative to reference agent with a value of 10. Any product with an REA value less than 10 is within recommended safety limits of abrasiveness set forth by the ADA.

My Magic Mud® toothpaste and tooth powder have been tested with an independent, third-party lab in accordance with standard procedures to determine their RDA and REA values, with the results as follows:

My Magic Mud® Toothpastes 136 2.54
My Magic Mud® Tooth Powder 116 0.74

This study was run in compliance with the FDA GLP as closely as possible, and was conducted and reviewed according to the FDA Monograph on Anticaries Drug Products for Over the Counter Human Use and the FDA Good Laboratory Practices.

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My Magic Mud Products Remove Stains Considerably Better Than ADA Reference Material

Stains never look good on teeth, and are often caused by foods like coffee, tea, soft drinks, fruits, candies, and more. Can My Magic Mud® help you clean them up? Of course! With good experimental procedures, we can even demonstrate how well My Magic Mud® products perform under realistic conditions.

As in previous studies, we engaged an independent, third-party lab to test the effectiveness of My Magic Mud® toothpaste and tooth powder products for stain removal. Enamel surfaces were obtained from bovine specimens (no animals were harmed during any tests), and were cleaned and smoothed before being lightly etched with acid to expedite stain accumulation and adherence. The specimens were then stained with coffee, tea, and protein source over a course of 10 days.

The specimens were scored before cleaning with a colorimeter to determine a baseline value. An ADA standard cleaning dentrifice was included in the study as a reference, and following cleaning was assigned a value of 100. Thus, a score greater than 100 would indicate a greater capacity of stain removal than the reference. The cleaning procedure involved brushing with 800 double-strokes using a standard cross-brushing machine. The mean values measured from the cleaning procedure are presented in the following table:


Test Product Pellicle Cleaning Ratio
ADA Reference Material 100.0
My Magic Mud® Toothpaste 156.1
My Magic Mud® Tooth Powder 124.1

Both My Magic Mud® products in this study were significantly more effective in removing stains than the ADA reference material. My Magic Mud® toothpaste, though, performs even better than the tooth powder.

My Magic Mud Polishing Study

Teeth that are “polished” reflect light well from their surfaces. In everyday terms, this means that if your teeth are nicely polished then when you smile, you shine! Polish is also a measurable effect even under non-clinical conditions. We had an independent, third-party lab test My Magic Mud® toothpaste and tooth powder products for their polishing ability. Enamel surfaces were obtained from bovine specimens (no animals were harmed during any tests), and were polished to a high luster to serve as a baseline, as measured by a spectrometer. Then, the specimens were etched by decalcifying them in 1% hydrochloric acid for 2 minutes. The etched specimens were measured for luster once again.

Following the etching process, the specimens were placed on a cross-brushing machine, then brushed with My Magic Mud® product for 500 strokes. The specimens would then be removed, rinsed, and scored again for their polish. Reference samples brushed with a standardized dentrifice abrasive were also included in the study. After the first measurement, the brushing and measuring procedure was repeated multiple times at additions of either 500 or 1000 strokes up to 5 times. The specimens were then dulled again by etching and the process repeated for each product.

The difference between the baseline score and the post-brushing score, in this study, was calculated for each specimen and represented the polish increment. The mean and standard error of the polish increments were calculated for each group. The results are presented in the following table:

Test Product Mean Polish Increment at Indicated Strokes
500 1000 2000 3000 4000 5000
My Magic Mud® toothpaste 36.8 55.5 66.2 67.9 68.2 70.9
My Magic Mud® tooth powder 44.5 51.2 56.4 60.1 61.3 63.4

In summary, My Magic Mud® toothpaste was more effective at most time periods than the Magic Mud® tooth powder in polishing enamel. However, the tooth powder appears more effective at 500 strokes, indicating it may have more potential to polish over a short-term treatment. Over long-term usage, the paste will likely be even more effective.

Non-Detectable Lead Content in My Magic Mud Products & Thermal Activation vs. Chemical Activation

We want to tell you how we ensure product safety from heavy metals (such as lead) and dispel some myths about activated charcoal and clay. Let’s learn a little more science!

First, activated charcoal can come from many sources but there are principally two types: chemically activated and thermally activated charcoal. Chemically activated charcoal uses acids or bases in processing. Thermally activated charcoal is made by pyrolization in an inert environment (like argon or nitrogen), then activation in an oxidizing environment. Though one can produce chemically activated charcoal that is reasonably safe, My Magic Mud® only uses thermally activated charcoal derived from coconut shells to make sure that no harsh chemicals ever come into contact with our products. Elemental assays from our activated charcoal sources are always secured as well to ensure that no heavy metals taint our products.

Likewise, sources of clay are varied too. Arguably the safest of clays is what My Magic Mud® uses in its products: calcium bentonite clay. In fact, bentonite clay has been declared “Generally Regarded As Safe,” or GRAS, by the U.S. Food and Drug Administration (FDA). Even so, My Magic Mud® goes the extra mile and checks every certificate of analysis for our clay sources before we go to manufacture.

But My Magic Mud® takes safety even further than this. Every final product undergoes additional independent, third-party testing for lead using state-of-the-art ICP-OES or ICP-MS elemental analysis technology. We are proud to say that our most recent tests on our flagship products demonstrated that the concentration of lead was below the limits of detection of these instruments (<0.1 ppm), which is well below safety recommendations in the United States, Canada, and the EU.
At every step of the way, from ingredient sources, to formulation research, to final assembly, My Magic Mud® takes pride in carefully and deliberately demonstrating safe practices and safe products, so that you can be confident every time you brush your teeth that you have the best toothpaste on the market today.


A Message From The Founder & CEO

Our products are made with premium ingredients—along with an uncompromising commitment to natural health and the highest ethical standards. The earth gives us everything we need. Our job is to formulate it.