While the anatase titanium dioxide market is robust, it faces challenges such as regulatory compliance and environmental concerns related to extraction and processing. Manufacturers are increasingly adopting sustainable practices, focusing on recycling materials and minimizing waste in production processes. Innovations in nanotechnology are also leading to the development of more efficient and eco-friendly synthesis methods that can further enhance the properties of anatase TiO2.

Titanium dioxide is often used as a UV absorber and pigment in cosmetic products, such as foundations, lipsticks, creams, sunscreens and other skin care products. It helps protect the skin from the harmful effects of UV rays by blocking them, while providing a brightening effect.

Lithopone B301, Lithopone B311 powder, brilliant white pigment used in paints, inks, leather, paper, linoleum, and face powder. It was developed in the 1870s as a substitute or supplement for lead carbonate (white lead), to overcome its drawbacks of toxicity, poor weathering, and darkening in atmospheres that contain sulfur compounds. Lithopone B301, Lithopone B311 powder is an insoluble mixture of barium sulfate and zinc sulfide that precipitates upon mixing solutions of barium sulfide and zinc sulfate. The precipitate is recovered by filtration, then calcined (roasted) at temperatures above 600° C (1,112° F). Although Lithopone B301, Lithopone B311 powder has been replaced in many applications by titanium dioxide, it is still widely used in a number of products, such as water paints.

According to the EFSA's Expert Panel on Food Additives and Flavorings 2021 opinion regarding titanium dioxide, it could not rule out a concern for genotoxicity from ingestion of the material based on a perceived gap in data on this risk, which serves as the basis for current ban, said a March report on the decision.