Tom's of Maine - Since 1970

Goodness Report

Our Commitment to Healthy, Human and Environmental Goodness

  1. Sticking to our standard

    Sticking to our standard
    starts at the source.

    Our quality promise to you includes making sure we know where and how an ingredient is sourced. That’s why we carefully screen prospective suppliers to make sure their approach to purity, consistency, safety, sustainability and responsibility meets our stewardship standards with proof to back it up.

    For example, we are switching to a more sustainable source for our carrageenan (seaweed) to prevent overharvesting in the ocean. Our supply will now be farmed in the ocean, which also provides economic support to local communities.


    "In 2011, our painstaking search for fresh ginger oil used in the reintroduction of our Propolis & Myrrh Gingermint toothpaste led to a supplier that met our standards for quality."
    —Matt Smith
    Tom's of Maine Senior Brand Manager, Oral Care

  2. Our standard

    A standard you can believe in

    Our ingredients are derived from natural sources and many of them come from renewable plant materials. We also source ingredients with consideration to environmental impact. And processing is limited to what is necessary for purity and the ability to perform intended functions.

    Our commitment to natural, sustainable and responsible practices guides our scientists in the review, selection and use of ingredients.

    • We switched to hops in our deodorants after learning lichen is becoming endangered
    • Our customers appreciate options. That’s why we also offer long-lasting deodorants with the renewable plant-based ingredient propanediol as a replacement for propylene glycol.
  3. Stewardship model

    Quality reflects who we are

    The ingredients we ultimately choose represent so much — your feedback, the goodness values we share with you and our focus on making effective natural products with limited processing.

    Our stewardship model is based on the following three words and guides everything we do, especially our attention to ingredients:


    • Natural
    • Sustainable
    • Responsible
  1. Kosher and Halal

    We share your respect
    for Kosher and Halal

    As of 2011, 91% of our products are manufactured under the supervision of the Kashruth Division of the Union of Orthodox Jewish Congregations and are certified as kosher and pareve.

    88% of our products carry the Halal endorsement, certifying that they are made in accordance with the Islamic guidelines under the supervision of the Islamic Food and Nutrition Council of America (IFANCA).

    "Our products have carried the kosher certification since 1990 and Halal endorsement since 2006."
    —Julie Sprague
    Tom's of Maine Quality Manager

  2. Gluten-free

    We believe in gluten-free

    We heard your feedback. As of 2011, 97% of our products are gluten-free. None of our flavor oils are grain-distilled. We do not use flour of any kind in our manufacturing process for conveyor belts or for any other purpose. And our containers are not dusted with flour before filling.

    "We do not use alcohol, casein or caseinate, MSG, oats, barley, rye, malt, spelt, kamut, HPP or HVP."
    —Jill Schmidt
    Tom's of Maine R+D Specialist

  3. ADA acceptance

    Our homework earns
    ADA acceptance

    1995 marked one of the proudest moments for the Tom's community when our safety and effectiveness studies helped our original toothpaste formula earn the American Dental Association (ADA) Seal of Acceptance for cavity prevention. More and more Tom's toothpastes are earning the same seal.

    • Peppermint Baking Soda
      Anticavity Toothpaste
    • Spearmint Anticavity Toothpaste
    • Clean Mint Simply White Toothpaste
    • Sweet Mint Simply White Toothpaste
    • Spearmint Antiplaque Flat Floss
    • Children’s Silly Strawberry
      Anticavity Toothpaste
    • Children’s Outrageous Orange Mango Anticavity Toothpaste
    • Children’s Wicked Cool!
      Anticavity Toothpaste
    • Children’s Juicy Mint Anticavity
      Fluoride Rinse

    “Tom’s of Maine is the first and only natural care brand to earn the ADA Seal of Acceptance for toothpaste, floss and mouthwash."
    - Julie Venell
    Tom’s of Maine Senior Scientist,
    Oral Care

  4. Cruelty-free

    We are cruelty-free

    We share your respect for animals and their welfare. That's why Tom's products are 100% cruelty-free — no animal testing and no animal ingredients. You'll even see the PETA bunny seal on our products. As pioneers in cruelty-free policies, we expect the same from our suppliers, partners and organizations we support.

    “We have been a leader and an advocate for the Food and Drug Administration to accept animal-free testing protocols for efficacy testing of fluoride toothpaste products.”
    – Pam Scheeler
    Tom’s of Maine Claims Support Leader and Natural Standards Advocate

  1. Progress snapshot

    Progress snapshot

    Tom’s of Maine was founded on the principles that customers want natural products that do not contain artificial colors, flavors, fragrances or preservatives and are derived from natural sources without the use of animal ingredient or animal testing. We remain true to those principles today. However, times and technology have changed over the last 40 years and we are always searching for ways to improve our ingredient selection process from sustainability considerations of the natural sources they are derived from to the environmental impact of processing. It is not yet clear which of these efforts is most meaningful. We are committed to a complete review and will introduce a new ingredient tracking measurement in a future Goodness Report.

  2. Goals tracker

    Ingredients goals tracker

    Our Goal: Maintain cruelty-free, animal-free product standard

    Our Goal: Maintain no artificial colors, flavors, fragrances or preservatives.

© 2014 Tom's of Maine  | Privacy Policy  | Social Media Policy  | Terms of Use  | FAQ