Well, it's a mineral colourant.
From Wikipedia: "Titanium dioxide accounts for 70% of the total production volume of pigments worldwide. It is widely used to provide whiteness and opacity to products such as paints, plastics, papers, inks, foods, and toothpastes. It is also used in cosmetic and skin care products, and it is present in almost every sunblock, where it helps protect the skin from ultraviolet light."
I'd focus on the fact that it's used in cosmetics, sunblocks, toothpastes, foods, etc. That might ease people's concerns over its safety.