The author suggests a technological approach relevant to the optimization of toothpaste compositions with regard to the. easy release of the therapeutic ingredients under shear deformation. It is based on the comparative assessment of the steady-state viscous behaviour of placebo samples (mixtures containing all the components except the therapeutic ingredients) and the final products. It is presumed that the maximum beneficial effect of the toothpastes, as therapeutic agents, is achieved if the, final products and the placebo blends display similar shear-thinning characteristics.