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Tom's of Maine

Goodness Report


Our Stewardship Model guides every decision we make ensuring that our ingredients, processing and packaging meet our rigorous standards for being natural, sustainable and responsible. Read on to learn more about our Stewardship Model and what "natural" means at Tom's of Maine.

A Goodness compass

Where should you go? Check your compass! We have one. It's called our Stewardship Model and it helps keep us on a natural, sustainable and responsible path. It's the foundation of every key decision we make and it always points us in the right direction. We even have our own watchdog team of employees to enforce it.

Our Stewardship Model is never more important than when ingredients are involved. Our ingredient choices represent so much:

  • Our devotion to natural, sustainable and responsible
  • Our support for healthy, human and environmental values
  • Making safe, effective products with naturally-derived ingredients
  • Respect for people, planet and animals

CEO Tom O'Brien explains the power of our Stewardship Model.

Natural quality starts at the source

What if you knew the story behind every ingredient you touched? Our quality promise to you includes making sure we know where an ingredient is sourced and how it is made. Our ingredients are derived from natural sources and many of them come from renewable plant materials. We also consider environmental impact.

  • Our Stewardship Model guides our scientists in the review, selection and use of ingredients
  • You can find every ingredient we use, its purpose and its source on our website
  • We screen prospective suppliers to make sure their approach to purity, consistency, safety, processing, sustainability and responsibility meets our stewardship standards with proof to back it up

"We want to work with suppliers that share our values and it's great to do business with a neighbor. Our calcium carbonate supplier in nearby Massachusetts is a good example."

- Mark Dobrovolny
Research & Development Director

Preferences or requirements. Your choice.

We're all in this together! That's why we've always tried to respect your feelings about what you want and need in a personal care product. Preferences matter and creating choices are the only way to go. Whether it's a favorite ingredient or a personal requirement, we are grateful that you challenge us to deliver different options and key certifications .

  • All of our products are certified cruelty-free according to PETA — no animal testing or animal ingredients
  • The list of our toothpastes that have earned the American Dental Association (ADA) Seal of Acceptance has been growing since 1995
  • As of 2014, 100% of our products are gluten-free
  • 91% of our products are certified as kosher and pareve
  • 91% of our products carry the Halal endorsement

Our approach to Natural Oral Care.

"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
Claims and Stewardship Manager

"Tom's of Maine is the first and only natural care brand to earn the ADA Seal of Acceptance for toothpaste, floss and mouthwash."

- Lindsay McPherson
Oral Care Brand Manager

The Long Road to Find a Renewable Ingredient

It's always been our goal to use renewable resources. We know it's important to you, too, because we take your feedback very seriously. Twenty years ago you told us an ingredient switch in our deodorant weakened its effectiveness. We went back to the original formula but continued to search for a replacement for non-renewable, natural gas-based propylene glycol.

Our refusal to give up paid off. You've motivated us to be the first national brand to leverage the innovation of using renewable, vegetable-based propylene glycol in deodorants. You won't detect the change in our long-lasting deodorant line, but the change will make a meaningful difference by tapping into a renewable ingredient.

Brand Manager Fiona Russell explains why everyone wins with a plant-derived propylene glycol alternative.

Meeting higher expectations for SLS-free

What's sodium lauryl sulfate (SLS)? Well, in toothpaste it gives you that foamy feeling when you brush. For various reasons, some people don't want it. But they told us that the SLS-free toothpastes they were finding in stores didn't foam well, didn't taste good and just didn't work overall. So we went to work pioneering Botanically Bright whitening toothpaste .

  • Foamy feeling from lauryl glucoside and sodium cocoyl glutamate derived from coconut or palm kernel oil and corn
  • Contains xylitol, a known plaque-acid reducer
  • Great taste thanks to natural mint oils

Customer and Shopper Marketing Leader Matt Smith says nature surprised us with xylitol in Botanically Bright toothpaste.

Let Their First Healthy Habit Come Naturally

As a new parent, the amount of choices you need to make about what goes in or on your baby's body can be overwhelming. The smallest of decisions can make a difference, especially in the early years when you want to give your child a healthy start. In 2014 we were proud to introduce our new Tom's of Maine Toddler Training Toothpaste, which gently and effectively cleans tiny teeth and gums with ingredients derived solely from plants and minerals. Safe if swallowed and fluoride-free, the formula contains no artificial flavors, sweeteners, preservatives, dyes, gluten, propylene glycol or sodium lauryl sulfate. We believe a natural toothpaste can be one step towards creating a healthy daily routine and keeping that grin healthy makes parents smile too.

Two moms on our oral care team share how our new Toddler Training Toothpaste offers a healthy option for little ones.

Can antiperspirant work naturally? No sweat.

Whether you've been on the yoga mat for an hour or just had a very long day, no one likes to, well, smell. Right behind that concern is sweating. It took some science and even more imagination but we figured out how to create an antiperspirant made entirely from ingredients derived from plants and minerals. Naturally Dry antiperspirant stick for women is a first for the industry!

  • Wetness protection ingredient aluminum chlorohydrate made from recycled aluminum originally derived from natural mineral bauxite ore
  • Effectively fights perspiration for 24 hours
  • Recyclable packaging from canister to cap

Brand Manager Fiona Russell and Claims and Stewardship Manager Pam Scheeler explain the science behind Naturally Dry antiperspirant.

New hope for old toothbrushes

We would like to do better than sending our used toothbrushes into a big hole in the ground. Our new Naturally Clean toothbrush shows it's possible to have a durable and effective toothbrush that can also be recycled.

  • Our Stewardship Model guided us to a plant-based handle made from castor oil, not petroleum-based plastic
  • Naturally Clean can be recycled through the Tom's of Maine Natural Care Brigade , a partnership with TerraCycle ®
  • Through TerraCycle ® , toothbrushes and personal care packaging of any brand is recycled or upcycled into cool new products like a backpacks or park benches