Tom's of Maine Meets Families’ Wellness Needs with Four New Natural Products

Kennebunk, Maine – June 20, 2016

Tom's of Maine Meets Families’ Wellness Needs with Four New Natural Products

Advanced Whitening Toothpaste, Men's Antiperspirant and Youth Deodorants Headline Newest Innovations

KENNEBUNK, Maine, April 13, 2016 — Tom's of Maine is adding four new products to its natural personal care portfolio to meet the needs of both parents and kids. For parents there's new Luminous White™ advanced whitening toothpaste and two firsts for the brand include men's Naturally Dry North Woods antiperspirant and Wicked Cool™! boys and girls deodorants formulated especially for kids when they're ready.

Families have turned to Tom's of Maine for 46 years for personal care with a purpose and as a trusted manufacturer of natural products free from artificial dyes, fragrances, flavors and preservatives and no animal testing. Each of the newly released products are now available exclusively at Target as part of the Made to Matter – Handpicked by Target™ program.

"Our Tom’s of Maine family takes pride in creating natural products that work for you and your family," said Nancy Pak, General Manager for Tom’s of Maine. "We are honored to be one of 20 industry-leading natural and sustainable brands selected for the Made to Matter-Handpicked by Target 2016 program. These new offerings reflect our long-standing commitment to delivering effective, natural options that can be part of a family's wellness journey."

Tom's of Maine new Luminous White is the most advanced natural whitening toothpaste from the natural oral care leader. It’s clinically-proven to naturally whiten by removing surface stains, while remaining safe on enamel with a mint flavor to help freshen breath. Luminous White, with a suggested retail price of $4.99, is made from biodegradable ingredients, mineral-derived ingredients, and water and is gluten and paraben free with no artificial colors, flavors, sweeteners or preservatives. The tube and its carton are both recyclable through the TerraCycle collection program

Tom's of Maine's new Men's Naturally Dry North Woods is the first men’s antiperspirant from Tom's of Maine that uses sustainably sourced aluminum* to provide 48 hour wetness and odor protection. Made entirely from plants and minerals, this new eco-friendly option keeps you dry and smelling fresh without petrochemicals and won't irritate your skin. The product contains no artificial fragrances, colors or preservatives, and is currently available for a suggested retail price of $4.79.

Tom’s of Maine new Wicked Cool! boys and girls deodorant is the brand's first natural deodorant formulated just for kids – when they’re ready – to provide 24-hour odor protection for boys and girls with no aluminum, parabens or artificial fragrances. Wicked Cool!, with a suggested retail price of $4.29, is made entirely from plants with 100% natural fragrances, including Summer Fun for girls and Freestyle for boys.

In an ongoing effort to care for consumers and their communities, Tom's of Maine donates 10% of profits back to local organizations. In addition to now having up to 41% post-consumer recycled in its deodorant and antiperspirant canisters, all of its product packaging is recyclable through the Tom's of Maine TerraCycle collection program.

For additional information, visit

*Made with recycled aluminum versus virgin aluminum

About Tom's of Maine

Tom's of Maine is a leading natural products company focused on oral and personal care carrying high quality toothpaste, mouthwash, dental floss, deodorant, bar soap and body wash. 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. For over 45 years, Tom’s of Maine has invested in hundreds of nonprofit efforts by giving 10% of its profits back to organizations that support people and the planet and by encouraging employees to use 5% (12 days) of paid time to volunteer. Tom’s of Maine employees regularly contribute suggestions for improving the company's high sustainability standards. And their ideas, from wind power to ways to improve recycled and recyclable packaging options, are critical to the company's sensitive way of doing business. Most Tom's of Maine products are vegan, kosher and halal certified and gluten-free. All packaging is recyclable through a partnership with upcycling leader TerraCycle or participating municipalities. Tom's of Maine values partnering with its consumers, suppliers and community organizations to support lasting, positive change that is good for people and the planet. To learn more visit us online at or at

About TerraCycle

Founded in 2001, TerraCycle, Inc., is the world's leader in the collection and repurposing of hard-to-recycle post-consumer waste, ranging from used chip bags to coffee capsules to cigarette butts. The waste is collected through free, national, brand-funded recycling programs, as well as various consumer and government-funded models. The collected waste is reused, upcycled or recycled into a variety of affordable, sustainable consumer products and industrial applications. Each year, across 20 countries, TerraCycle collects and repurposes billions of pieces of waste, donating millions of dollars to schools and charities in the process. TerraCycle is the subject of a new half-hour comedy, 'Human Resources,' on Pivot TV. Season three will air Fall 2016. To learn more about TerraCycle or get involved in our recycling programs, please visit




If you need any additional information about Tom's of Maine, please contact Susan Dewhirst, Media and Public Relations Leader. The best way to reach Susan is by email at She can also be reached by phone at 207-467-2406.

For all other questions comments, please contact our Consumer Dialogue Department by email or at 800-367-8667.