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It is naturally opaque and bright, which makes it useful for use in paper, ceramics, rubber, textiles, paints, inks and cosmetics.It is also resistant to ultraviolet (UV) light, and is used widely in sunscreens and pigments that are likely to be exposed to UV light. It is used in a wide variety of personal care products, including color cosmetics such as eye shadow and blush, loose and pressed powders and in sunscreens.

The most significant uncertainty identified by the EU experts was the concern that TiO₂ particles may have genotoxic effects. Genotoxicity refers to the ability of a chemical to directly damage genetic material within a cell (DNA), which may lead to cancer in certain situations. Although the experts did not conclude that TiO₂ particles in E171 are genotoxic, they could not rule out the concern that they might be.

Lithopone is a mixed zinc sulfide-barium sulfate brilliant white pigment that contains about 30% zinc sulfide. The original light sensitiveness of this pigment has been mitigated by purification and by the addition of such agents as polythionates and cobalt sulfate.