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Titanium is a metal element found naturally in the environment. When it's exposed to oxygen in the air, it forms titanium oxides that are contained in many minerals, sands, soils, and dusts.

In terms of sustainability, the use of rutile titanium dioxide in coatings aligns with the global push towards eco-friendliness. The product is non-toxic and, when combined with solvent-free formulations, can contribute to reduced volatile organic compound (VOC) emissions, making it a safer option for both the environment and those applying the coatings.

A safety review conducted by the EFSA in 2021 assessed thousands of studies published on titanium dioxide.

Lithopone was developed in the 1870s as a substitute for lead carbonate (lead white), to overcome its drawbacks of toxicity and poor weathering resistance. Within a few years, titanium dioxide displaced lithopone to become the white pigment (PW6) par excellence in the industry and the world’s best-selling inorganic pigment. However, titanium is a product whose price is subject to large price variations due to product availability. These price increases affect the competitiveness of finished products, and so the search for an alternative to titanium dioxide has generated a variety of possibilities to optimise its use. 

Food additive or carcinogen? The growing list of chemicals banned in EU but used in US, by Mikaela Conley, The Guardian, June 23, 2022