Tom's of Maine Introduces Whiten+ Toothpaste: Natural, Effective Whitening

Rhea-AI Summary

Tom's of Maine has launched Whiten+ Toothpaste, a natural whitening solution that combines naturally derived mineral technology and plant-based cleansers. The product removes 95% of surface stains in two weeks with twice-daily brushing.

Available in two formulas: Whiten+ Deep Clean (Fluoride) in Peppermint and Spearmint, and Whiten+ Coconut Oil (Fluoride-Free) in Gentle Mint. The toothpaste is enamel-safe, prevents new stains after three weeks, and contains no sodium lauryl sulfate, peroxide, gluten, or artificial additives.

The product is now available nationwide at major retailers including Walmart, Target, and Amazon.com with an MSRP of $5.99 (4.0 oz). The toothpaste comes in a recyclable tube and aligns with the company's B Corp certification commitments to sustainability.

Positive

• New product launch expanding oral care portfolio
• Premium pricing at $5.99 for 4.0 oz
• Wide distribution through major national retailers
• Clinically proven 95% stain removal efficacy

Negative

• None.

KENNEBUNK, Maine, March 5, 2025 /PRNewswire/ -- Tom's of Maine, a certified B Corp and leader in natural and effective personal care, proudly announces the launch of Tom's of Maine Whiten+ Toothpaste. This innovative whitening solution combines naturally derived mineral technology and plant-based cleansers to remove 95% of surface stains in just two weeks with twice-daily brushing.

Available in two formulas — Whiten+ Deep Clean (Fluoride) in Peppermint and Spearmint, and Whiten+ Coconut Oil (Fluoride-Free) in Gentle Mint — Whiten+ is specifically formulated for those who want a natural, effective whitening toothpaste.

"At Tom's of Maine, our commitment to people and the planet has guided us for over 50 years," said Cristiane Martini, General Manager at Tom's of Maine. "That's why we're excited to introduce Whiten+. Rooted in nature and backed by science, this whitening toothpaste delivers results, while staying true to what matters most to our consumers: naturally sourced and derived ingredients without artificial flavors, sweeteners, colors and preservatives."

Key features of Whiten+ include:

• Removes 95% of surface stains in just two weeks with twice-daily brushing
• Prevents new stains from forming after three weeks of use
• Is enamel-safe and whitens teeth without sensitivity
• Crafted with vegan ingredients and made with natural flavors
• Does not contain sodium lauryl sulfate (SLS), peroxide, gluten, artificial colors, sweeteners, or preservatives
• And because we care about the planet as much as smiles, it's packaged in a recyclable tube†

Tom's of Maine Whiten+ Toothpaste is now available nationwide at major retailers including Walmart, Target, Amazon.com, and select grocery and drug stores for a MSRP of $5.99 (4.0 oz).

As a certified B Corp, Tom's of Maine is committed to transparency, environmental care, and community impact. To learn more about Whiten+ and our sustainability efforts, visit TomsofMaine.com, or follow us on Facebook and Instagram.

†Your community may not yet accept tubes for recycling. Check locally. Learn more at tomsofmaine.com/recyclable-tube

About Tom's of Maine^®
Tom's of Maine^®, a Colgate-Palmolive^® (NYSE: CL) company, has been making natural, safe, and effective personal care products for 50 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, bar soap, body wash, dental floss, and toothbrushes – are made from naturally sourced and naturally derived ingredients and never tested on animals. A Certified B Corporation, Tom's of Maine is committed to upholding a purpose-driven business and has a long-standing commitment to supporting nature and healthy families. 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. All of Tom's products are cruelty-free and most products are vegan, kosher, halal-certified and gluten-free. Visit us online at http://www.tomsofmaine.com/ or at https://www.facebook.com/officialtomsofmaine/.

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SOURCE Tom's of Maine

FAQ

What are the key features of Tom's of Maine new Whiten+ Toothpaste?

Whiten+ removes 95% of surface stains in 2 weeks, prevents new stains after 3 weeks, is enamel-safe, uses vegan ingredients, and contains no SLS, peroxide, or artificial additives.

How much does Tom's of Maine Whiten+ Toothpaste cost and where can I buy it?

Whiten+ Toothpaste is priced at $5.99 (4.0 oz) and is available at Walmart, Target, Amazon.com, and select grocery and drug stores nationwide.

What are the different variants of Tom's of Maine Whiten+ Toothpaste?

Two variants are available: Whiten+ Deep Clean (Fluoride) in Peppermint and Spearmint, and Whiten+ Coconut Oil (Fluoride-Free) in Gentle Mint.

Is Tom's of Maine Whiten+ Toothpaste environmentally friendly?

Yes, it comes in a recyclable tube and is produced by Tom's of Maine, a certified B Corp committed to environmental sustainability.