Tom’s of Maine Brings Ingredient-Driven Innovations to the Natural Oral Care Aisle

Tom’s of Maine Brings Ingredient-Driven Innovations to the Natural Oral Care Aisle

#1 Natural Toothpaste Brand Debuts Activated Charcoal Toothpaste and Sea Salt Toothpaste & Mouthwash Regimen

KENNEBUNK, Maine, February 28, 2019Tom’s of Maine, the #1 natural toothpaste and mouthwash brand, offers a wide range of natural choices to meet families’ specific oral care needs. Today, the company is introducing two new product innovations with the launch of Activated Charcoal Toothpaste and Sea Salt Toothpaste and Sea Salt Mouthwash.

Activated Charcoal Toothpaste: Gentle & Effective Whitening

New Activated Charcoal Toothpaste from Tom’s of Maine is the gentlest charcoal toothpaste* among leading natural brands and offers an enamel-safe formula mild enough for everyday use. It gently whitens teeth by removing surface stains and freshens breath with natural peppermint flavor.

Unlike most natural charcoal toothpastes, Tom’s of Maine’s Activated Charcoal Toothpaste (MSRP: $5.99) comes in both fluoride- and fluoride-free variants. It does not contain SLS, artificial flavors, sweeteners, colors or preservatives. The new toothpaste is made with sustainably sourced, plant-based charcoal and each toothpaste tube is fully recyclable through the Tom’s of Maine collection program in partnership with TerraCycle.

“Our extensive product research has shown that our formula is less abrasive than other natural charcoal toothpastes on the market, providing an effective yet gentle whitening option,” said Lindsey Seavey, oral care brand manager at Tom’s of Maine. “As the #1 natural oral care brand, Tom’s of Maine is committed to continued product innovation and providing choice to help families wake up well!”

Sea Salt Anticavity Toothpaste & Mouthwash: The Perfect Blend of Salty & Sweet

Tom’s of Maine’s new Sea Salt toothpaste and mouthwash regimen embraces one of nature’s most popular minerals to bring a unique taste to natural oral care routines. Made with purified sea salt, the refreshing formulas carefully balance the naturally salty taste of the sea with the invigorating sweetness of peppermint for a refreshing taste experience that leaves your mouth feeling fresh and clean.

Tom’s of Maine’s Natural Sea Salt Anticavity Toothpaste (MSRP: $5.99) gently scrubs away surface stains, fights cavities and helps replenish natural minerals to strengthen enamel. Completing this flavorful regimen, Tom’s of Maine’s Natural Sea Salt Mouthwash (MSRP: $5.49) cleanses the whole mouth, fights bad breath germs, and of course, is alcohol-free.

“Our new Sea Salt regimen is a unique oral care experience that is both great tasting and effective without artificial flavors, sweeteners, dyes or preservatives,” Seavey added. “Sea salt has long been used as a seasoning in cooking, and in beauty for its exfoliation benefits – this versatile ingredient, when combined with natural peppermint flavor, is equally at home in our toothpaste and mouthwash formulas that fight bad breath germs and freshen breath.”

Tom's of Maine has spent nearly 50 years developing natural oral care products with a commitment to making safe and effective offerings that harness the best of nature, in addition to giving 10% of profits back to help people and the planet. You can learn more about Tom's of Maine, its complete product portfolio and how the company makes its products by visiting and

*Based on RDA testing

About Tom's of Maine

Tom's of Maine has been making safe, effective natural personal care products for 49 years. It all began when Tom and Kate Chappell moved to Maine in 1968 looking for a healthier, simpler life for their growing family. And when they couldn't find personal care products that were free from artificial flavors, fragrances, sweeteners, colors and preservatives, they decided to make their own. Tom's of Maine products – including toothpaste, deodorant, mouthwash, antiperspirant, bar soap, body wash, dental floss, and toothbrushes – are made from naturally sourced and naturally derived ingredients and never tested on animals. The company has a long-standing commitment to caring for people and the planet. Tom's of Maine has supported hundreds of nonprofits by giving back 10% of its profits, and employees are encouraged to use 5% of their paid time (12 days) volunteering for causes they are passionate about. Most Tom's of Maine products are vegan, kosher, halal-certified and gluten-free. All packaging is recyclable through a partnership with upcycling leader TerraCycle or participating municipalities. Visit us online at or at