Secret ingredient that brightens up your day

The sun is known to make us happier, boost our moods and broaden our minds.

Titanium dioxide, also known as TiO₂, is the next best thing. Did you know that the substance is used as a basis for all colors, giving brightness to everyday products such as paints, inks, paper, food, cosmetics and ceramics, amongst others?

No? You are not alone – surprisingly few do.

That’s why the Titanium Dioxide Manufacturers Association (TDMA), a sector group of Cefic, has launched a new public awareness campaign with the release of a dedicated website to highlight the benefits of, and some of the many useful applications of TiO₂.

Despite its intricate name, titanium dioxide is a naturally occurring substance. It has been used as a pigment since ancient times. Today, it’s made from a natural mineral which is then processed to remove impurities.

In addition to pigments, TiO₂ has some fascinating photocatalytic properties, and is also widely used to create self-cleaning surfaces inside and outside buildings, using sunlight to purify and depollute the air in the process, coming full circle.

Did you know that TiO₂ is:

• The ingredient that saves your skin from harmful UV rays as part of sunscreen?
• The go-to pigment for food coloring for over 50 years – if it’s white, it’s probably ‘E171’, TiO₂!
• Four to five times more efficient than alternative while pigments such as calcium carbonate, hence widely used to color paint, plastics, paper and other materials.

Have you ever thought that your house needs sunscreen?

Did you know that by painting your house white you can have an impact on how warm your house is going to get? White and pastel colored paints, commonly based on a TiO₂ pigment, can help your house stay cooler as it reflects the sun’s rays! This is why the ingredient is also used in sunscreen.

Let’s face it

Somewhat counterintuitively, titanium dioxide is also widely used in cosmetics and creams. As an all-natural ingredient, it is consistently recognized as respecting skin: it does not irritate it, and helps protect it from harmful UV rays. TiO₂ doesn’t penetrate the skin, but brightens it up, leaving it calm and smooth.

Barely scratching the surface

Guess what? Titanium dioxide-based paints are perfect for marine coatings, offering effective protection against harsh sunlight and corrosive saltwater. Titanium dioxide helps boats retain their bright colors for longer making them better seen at sea. TiO₂-based coatings are also scratch resistant, which is important if you’re moving anchors around or fishing. In other words, it’s a brilliant substance that helps keep boats in pristine condition!

Fascinating, isn’t it?

TDMA – the non-profit organisation behind this campaign – represents the major producers of titanium dioxide (TiO₂) and acts as their responsible voice in Europe. It promotes and defends the merits of titanium dioxide (TiO₂) in all suitable applications, like those described above, by bringing forward evidence of its safety and efficacy.