As the European Union restricts titanium dioxide (TiO₂) in food and continues to review tighter limits for its use in cosmetics, R&D teams face mounting pressure to find viable alternatives. Formulators are already scrambling to secure new, sustainable, and safe substitutes before supply chains become more restrictive and costs start to rise exponentially.
The challenge is not just to replace TiO₂, but to do so with alternatives that meet performance, safety, and scalability standards without incurring significant costs. Prices for titanium dioxide alternatives are expected to rise as demand increases, and the cost of scrambling to reformulate can jump three to five times normal rates as suppliers adjust to the changes.
Competitors in the industry are already locking in contracts with startups that have developed scalable, TiO₂-free solutions, securing 12–18 month development timelines at today’s prices. As regulatory pressure mounts and markets shift toward safer, more sustainable ingredients, proactive planning is essential to maintain a competitive edge.
Global Regulatory Timeline of the TiO₂ Ban
| Region/Authority | Ban Status | Year of Ban/Restriction | Notes on Allowed Uses |
| European Union (EU) | Banned in food | 2022 | Full ban on E171 as a food additive; cosmetics and other uses still permitted. |
| United States (FDA) | Permitted with limits | Ongoing | Approved for use in food (≤1% by weight), cosmetics, and drugs. |
| Canada | Permitted | Ongoing | Continues to allow use in food products; monitoring ongoing. |
| Australia/New Zealand | Permitted | Ongoing | No current restrictions; under review. |
| India (FSSAI) | Permitted | Ongoing | Allowed in food products within specified limits. |
But regulation is only part of the story. The real risk lies in how deeply TiO₂ is embedded in today’s product portfolios. We mapped its use across major brands to illustrate the significant impact on stake when restrictions tighten.
This heavy reliance makes the cosmetics industry especially exposed. The only way to reduce that risk is to secure alternatives now, and a wave of startups is already leading the way.
Startups Providing Titanium Dioxide Alternatives in Cosmetics
1. Seprify made a white cellulose pigment inspired by the Cyphochilus beetle
| Website | https://seprify.com |
| Founder | Lukas Schertel |
| Funding | CHF5.7M ($6.27 million USD) |
| Technology | Pigment development using cellulose |
Founded in 2022, Seprify is a Swiss startup spin-off from the University of Cambridge and the University of Fribourg. The company specializes in engineering sustainable, high-performance materials derived from cellulose, targeting applications across cosmetics, food, pharmaceuticals, paints, and coatings.
Seprify’s core innovation lies in a cellulose-based white pigment inspired by the ultra-thin, white scales of the Cyphochilus beetle, which scatters light across all visible wavelengths.
This design enables them to reflect white light effectively, making them suitable as white pigments, opacifiers, and scattering enhancers in various products, including cosmetics, paints, inks, and pharmaceuticals.
One of its key products, SkyWhite, offers a multifunctional cellulose-based alternative to titanium dioxide. Its 3D structure reflects UV rays, boosting SPF without the need for TiO2. SkyWhite also emulsifies formulas and adapts color intensity. For instance, when added to water, it enhances whiteness. In oils, it deepens color intensity. Seprify has successfully launched a pilot plant, demonstrating its readiness to scale up production and meet industry demands. This plant has enabled them to broaden their product range to include SPF-boosting cosmetic ingredients, soft-touch textures, and high-performance coatings.
2. Innomost’s TiO2-free pigment is derived from birch bark
| Website | https://innomost.com |
| Founder | Sami Selkälä |
| Funding | €5M = $5.60 million USD (Seed round) |
| Technology | Birch bark-derived bioactive white pigment |
Innomost, founded in 2016, is a Finnish startup specializing in sustainable cosmetic ingredients derived from upcycled birch bark. The company collaborates with Metsä Group to source raw materials and has established a pilot plant in Kokkola, Finland.
Betulin, a naturally occurring triterpenoid, is responsible for the white coloration of birch bark. This compound is extracted and refined by Innomost to create Betuinno™ Betulin.
Betuinno™ Betulin is a biodegradable, vegan white pigment that replaces titanium dioxide in cosmetics, personal care products, adhesives, coatings, and paints. It matches the whiteness and reflectivity of synthetic pigments while offering antioxidant and anti-inflammatory benefits. Additionally, it promotes anti-aging, enhances moisture retention, and brightens the skin for an even tone.
The patented production process ensures high-purity betulin products with a purity of up to 99%. This method enables the efficient recovery and purification of betulin using recyclable solvents without the need for mechanical treatment.
Betuinno™ Betulin is applicable in color cosmetics, toothpaste, sun care, coatings, and more, showcasing its multifunctional benefits across various industries.
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3. Sparxell creates bright white pigments using multicolored cellulose nanocrystals
| Website | https://sparxell.com |
| Founder | Dr. Benjamin Droguet |
| Funding | $5.20 million (Grant) |
| Technology | Plant-based structural color pigments |
Sparxell, a UK-based startup founded in 2023, makes sustainable colors using cellulose. It’s backed by LVMH and L’Oréal’s Circular Innovation Fund, and recognized with awards such as the Ray of Hope Prize (2023) and ChangeNOW’s ‘Coups de Cœur’ Award (2025).
Their patented technology converts cellulose nanocrystals (CNCs) into biodegradable pigments, available in various formats, including powders, foils, and sequins. CNCs form layered structures that create vibrant colors by reflecting light, similar to butterfly wings and bird feathers. By controlling how these CNCs assemble, they produce bright colors without using any harmful chemicals.
To create CNC materials that act as a titanium dioxide alternative, the company uses multi-layer films that combine red, green, and blue cholesteric layers. This structure reflects light in different polarizations across the visible spectrum, resulting in an intense shine and a bright white look. Furthermore, it effectively replicates the opacity and scattering of TiO₂, providing a sustainable, metal-free alternative for cosmetics and personal care products.
These pigments are suitable for use in cosmetics, textiles, packaging, and paints, demonstrating versatility across various industries.
We have an upcoming webinar where experts will discuss practical TiO₂ replacements for cosmetics R&D teams and how to overcome regulatory bottlenecks. Please use the form below to register for the event.
4. Eco Crystal uses guanine to replicate the shine of fish scales and butterfly wings
| Website | https://www.linkedin.com/company/ecocrystal-tech |
| Founder | Dr. Dvir Gur |
| Funding | Undisclosed (grant) |
| Technology | Synthetic guanine-based pearlescent whitening pigment |
EcoCrystal, founded in 2023, is a startup developing nature-inspired reflective colorants for the food, cosmetics, personal care, and pharmaceutical industries. The company’s first product is a whitener/shiner designed to replace titanium dioxide (TiO₂). EcoCrystal was part of StartLife’s 2025 cohort and joined the Fresh Start FoodTech Incubator in Israel, where it received support, including an Israel Innovation Authority (IIA) grant.
EcoCrystal has created a material that mimics guanine crystals, which are naturally found in fish scales and some butterfly wings. This material features multiple crystal layers that effectively bend light, enhancing its visual performance.
B. Guanine Co-Crystallization Temperature-controlled Process
The size of these crystal plates directly influences optical properties. Larger plates (>10 µm) yield a pearlescent shimmer. For instance, the glimmer of fish scales is mainly due to tightly packed guanine platelets. In comparison, smaller plates (<10 µm) provide high whiteness. Their manufacturing process enables precise control of this size, allowing for the achievement of the desired whiteness.
Image: Scanning electron microscope (SEM) image displaying the plate morphology of these co-crystals, which visualizes their physical structure.
5. Nordic Bioproducts Group creates white pigments using locally sourced softwood pulp
| Website | https://nordicbioproducts.fi |
| Founder | Professor Olli Dahl and Olli Kähkönen |
| Funding | $38.6 million (early-stage venture capital round) |
| Technology | Production of microcrystalline cellulose |
Nordic Bioproducts Group (NBG), a Finnish startup spun off from Aalto University in 2019, develops sustainable cellulose-based materials using its patented AaltoCell™ technology. NBG’s PURA Series™ microcrystalline cellulose (MCC) is marketed as a customizable alternative to talc, titanium dioxide (TiO₂), and fossil-based ingredients in personal care products.
The company has also partnered with C.Q. Massó for distribution and established strategic partnerships with Marubeni Corporation and PTT MCC Biochem Co., Ltd. to advance the utilization of biomass and bioplastic innovation.
The AaltoCell process produces microcrystalline cellulose (MCC) from various types of cellulose-rich pulp through acid hydrolysis. These pulps are locally sourced and certified by the Forest Stewardship Council (FSC). Their Sulfate (kraft) process has a lower environmental impact than the sulfite process.
These tiny microcellulose particles created through their processes are already the right shape and size, ranging from 10 to 60 micrometers, so no additional processing is needed. Afterward, the mixture can be neutralized, separated, and washed if desired.
PURA Series MCC is designed for use in pharmaceuticals and food supplements, featuring uniform particle size and morphology that enhance flowability, making it suitable for various formulations.
INCI Safety Profile and Opacifying Properties Overview of Titanium Dioxide Alternative Pigments
| Ingredient | INCI Name | Safety Profile | Opacifying Properties |
| SkyWhite™ (Seprify) | Cellulose | Safe | High whiteness, light scattering via 3D structure |
| Betuinno™ Betulin (Innomost) | Betula Alba Bark Extract | Safe | Matches TiO₂ whiteness, additional skin benefits |
| Sparxell Pigments | Cellulose | Safe | Structural coloration, vibrant colors, and potential opacity |
| Synthetic Guanine (EcoCrystal) | Guanine | Safe | High whiteness, pearlescent effect |
| PURA Series™ MCC (Nordic Bioproducts) | Microcrystalline Cellulose | Safe | High purity, customizable opacity, and whiteness |
Path Forward
Titanium dioxide’s future is far from secure. The recent EU court’s annulment of its carcinogen classification doesn’t erase regulatory risk; it highlights how unstable its status has become. A single review or new evidence could reignite restrictions overnight.
R&D leaders who treat this as a window of safety will be caught off guard, while competitors who move now will secure alternatives, supply resilience, and consumer trust.
They must evaluate potential startups for proof of concept, scalability, and regulatory readiness. Our experts can help you cut through the noise to find the partners that truly align with your business goals. Fill out the form below to connect with us and discover high-potential startups before your competitors do.
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