Blog: Good Matters™ Blog
We do our best to foster an open, honest relationship with you --
Check in often to find out what we're up to and how you can join us.
Thank you for joining us on Good Matters™ Blog. For our posting guidelines, please click here.
How we do it: Simply White
Posted on Jun 23, 2011
Posted by Julie Venell, Tom's of Maine Senior Scientist
Our Simply White toothpaste started with a challenge. We knew that many of our consumers were interested in a whitening toothpaste, but were not surprised that most were not interested in using harsh chemicals to whiten their teeth! For example, some were concerned about possible tooth sensitivity that can occur when using whitening strips or other peroxide based products. So how to make a natural toothpaste that could make the “whitening” claim without bleaching or oxidizing agents?
Our Simply White natural toothpaste uses silica to help remove stains that can form on the surface of teeth. Silica is a very abundant mineral and offers many different properties based on how it is milled into different shapes and sizes. We needed to find a silica solution that was not harmfully abrasive but could still clean stains and whiten teeth. And we found it! Our “sweet spot” is a specific combination of silica to help whiten teeth without being too abrasive.
We wanted our new Simply White natural toothpaste to be able to claim “clinically proven” so we ran (and passed!) two clinical trials involving over 200 people. . The results showed that subjects using Tom’s of Maine Simply White natural toothpaste showed statistically whiter teeth. We also went on to apply for the ADA Seal which requires a rigorous assessment of the whitening clinicals as well as additional fluoride efficacy testing. We were granted the ADA Seal this year!
If you are looking for a natural toothpaste that has been clinically proven to whiten teeth, we hope you’ll give our Simply White toothpaste a try! But we’d also like to hear from you – when you pick a toothpaste, what benefits are most important to you?
19 Comments
David Shumway said...
You ask what I want in dental products? Foremost, no Fluoride.
on Jul 18, 2011 (07:58 AM)
Kim said...
I, too would be interested in a fluoride free whitening toothpaste. I currently use the fluoride free ones you do sell.
on Jul 10, 2011 (02:38 PM)
RoseAStarr said...
Fluoride is poison!
on Jul 08, 2011 (10:06 PM)
Roger Potts said...
This is hardly a Natural Toothpaste if you include Fluoride !! - A chemical toxin /poison !(do not swallow!) Not really surprising now that I see that Toms is now owned by Colgate !
on Jul 07, 2011 (03:03 PM)
becky r said...
The LEMON toothpast tastes the best! How come most of the toothpaste have some kind of MINT in them??!! Urgh.
on Jul 06, 2011 (06:49 PM)
carol said...
need a mint free toothpaste-cannot locate your mango/citrus locally that being fairfield county
on Jul 04, 2011 (01:21 PM)
sheila said...
There are many preferences to toothpaste. Most important is to get your teeth clean. There is quite a division on fluoride, however many areas in the U.S. add it to their water system in small doses and it is proven to strengthen enamel and fight tooth decay. All toothpaste has abrasiveness. If someone has gum recession a good alternative is to brush with no paste and then at the end of your oral hygiene regime use Toms through out to give yourself the fresh breath and the fluoride.
on Jul 04, 2011 (12:11 PM)
Chris said...
Can you please tell me if all the ingredients (including the silica) are manufactured in the USA? I am concerned about where the actual ingredients originate from and if any foreign manufacturer is involved in the process. I am very interesting in your products. Thank you for your time. Chris
on Jul 04, 2011 (11:58 AM)
Becky said...
Would like to see Simply White without Flouride!
on Jun 30, 2011 (04:24 PM)
Tom's of Maine
Rob
Hi Miel, this is Rob. That's a really great question. All toothpastes are abrasive to some degree, and you are correct that some whitening toothpastes are more abrasive than non-whitening ones. One of the things we look at is the "relative dentin abrasivity" (RDA) of the product. With our Simply White toothpaste we know the product is effective at cleaning teeth and removing stains, but not abrasive enough to damage your enamel.
on Jun 30, 2011 (11:20 AM)
Miel Mani said...
I would be concerned about using a toothpaste containing silica, most commonly found in its natural state as sand. So we're talking about using a product that could wear down the enamel on your teeth vs. something that could cause tooth sensitivity?
on Jun 29, 2011 (09:25 PM)
Tom's of Maine
Tom's of Maine
Hi Dawn, this is Rob. Thank you for the question! Hydrated silica has a long history of safe use as an ingredient in food products. It is listed by the US Food & Drug Administration to be Generally Recognized As Safe and has no known toxicity or carcinogenicity. In the 1980's concerns were raised about the use of "silica," a term commonly used to describe both hydrated silica and crystalline silica. Crystalline silica is a toxin and evidence suggests it is a carcinogen as well. The only possible risk involved in using hydrated silica is that it could be sourced in such a way that it is contaminated by crystalline silica. We require our supplier for this ingredient to use a test to conclusively prove that the hydrated silica we purchase is not contaminated by crystalline silica. I hope that helps address your concerns, but please call us if not! We can be reached at 800 FOR TOMS (367 8667)
on Jun 27, 2011 (09:15 AM)
Katy said...
Fluoride is found naturally in your water, so you are still getting it. Also, it is a natural substance that prevents cavities and makes your teeth stronger. Love that you found a natural and less abrasive way to whiten teeth :)
on Jun 25, 2011 (03:34 PM)
Casey said...
Dawn, put simply silica is tiny particles of ground up dinnerware. You eat silica in food most likely every day. It may not be the best thing to consume simply because it has no nutritional value but to say that silica is carcinogenic is mistaken. I love the toothpaste by the way!
on Jun 23, 2011 (11:42 PM)
Valentina said...
This is my favorite toothpaste!!! I absolutely LOVE IT!!!! Thank-you so much for this product!!!! I also love Tom's Spearmint!!!
on Jun 23, 2011 (11:35 AM)
Becky C said...
Silica doesn't sound very good to me! And what about flouride? If it's harmful to swallow the stuff, why would I want to put it into my mouth? I don't think I'll be buying this toothpaste.
on Jun 23, 2011 (11:04 AM)
judy said...
I am interested in flouride free whitening toothpaste
on Jun 23, 2011 (11:04 AM)
Dawn Prancuk said...
I was just concerned to see that you list (Silica) in your toothpaste and it has cancer-causing agents in it.How can you be a natural company and put in harmfull agents in your products?
on Jun 23, 2011 (10:19 AM)
oscar said...
ADA doesnt mean a thing. Flouride is COMPLETELY unessasry in your product. Remove it and maybe people would come back...but I guess Colgate is paying the bills right? Anyone havin trouble finding F-free products by tom now??
on Sep 18, 2011 (02:51 AM)