Titanium dioxide goes into many industrial and consumer products. It makes paper white and bright, it keeps plastics and rubber soft and flexible, and helps remove harmful emissions from car exhaust, among many other uses. In the drug industry, it's a key ingredient in pill capsules and tablet coatings to keep the medicine inside from being affected by sunlight. 

A legal additive in the United States, titanium dioxide is used in everything from food to consumer goods and the U.S. Food and Drug Administration says regulated use of the product as a color additive in food is safe within certain restrictions.