Titanium Dioxide or TiO2 is the most widely used prime pigment in paints, coatings, plastics, paper and many other products. Typically TiO2 provides opacity and whiteness to end products. HITOX and TIOPREM (heat stable for high temperature applications), however, are unique beige and gray colored Rutile TiO2 pigments. They occupy a marketing niche as high quality, color pigments that offer cost savings by replacing some of the more expensive color pigments as well as white TiO2 in a broad range of color formulations.

The FDA has approved the safety of titanium dioxide for use as a colorant in food, drugs and cosmetics, including sunscreens. However, controversy exists as to the safety of titanium dioxide nanoparticles used in the cosmetics industry, for example in sunscreens. Titanium and zinc oxides may be made into the nanoparticle size (0.2-100 nanometers) to reduce the white appearance when applied topically, but retain the UV blocking properties. Recent studies suggest titanium dioxide nanoparticles may be toxic, although further research is needed