KENNEBUNK, Maine — Tom’s of Maine recently debuted nine new natural care offerings in the oral care and personal hygiene space. Matt Smith, associate marketing director at Tom’s of Maine, said the new additions are part of the company’s new brand campaign called Wake Up Well, which helps shoppers understand that natural care can be a key part of a healthy lifestyle and everyone’s individual wellness journey.
“These new products harness the best of nature — high-quality ingredients and products that are good for our bodies and our planet,” he said.
Tom’s of Maine is bringing unique and popular natural ingredients to the drug channel — ingredients consumers won’t find in most oral care or deodorant aisles, Smith noted. “These include sea salt (in both our new toothpaste and mouthwash), the most gentle activated charcoal toothpaste among leading natural brands, and an exclusive blend of botanicals that is at the core of our new aluminum-free Natural Strength Women’s deodorant,” he said. “We’re excited to give drug shoppers some fresh options in natural care that work as well as conventional products.”
Tom’s of Maine vice president and general manager Nancy Pak added that the nine new products include Activated Charcoal Toothpaste (in both fluoride and fluoride-free formulas), Natural Strength Women’s Deodorant, Sea Salt Toothpaste and Mouthwash, and Men’s Mountain Spring Antiperspirant.
“Each delivers an alternative not currently in the marketplace, and we carefully formulate each one to ensure that it meets the needs of today’s natural care shopper,” she said. “For nearly 50 years we’ve searched for the highest-quality ingredients and combined them in fresh, new ways to create natural products that really work and also meet our strict standards for natural, sustainable and responsible, defined by what we call ‘Our Stewardship Model.’
“So, as with all our ingredients, the botanicals, charcoal, sea salt and more that we source come only from suppliers who share our commitment to taking care of the planet as well as respecting human and labor rights.”
Transparency is, of course, also key for the company, Pak added. “Tom’s of Maine was a pioneer in listing the ingredients in all of our products, where they come from and what they do, called our I.P.S. (ingredient, purpose, source), which we introduced back in the early 80s,” she said. “This continues today, so you can make the right choice for your family and yourself.”
Pak noted that the company is taking the natural deodorant category to the next level with its new Natural Strength Deodorant, which offers 48-hour odor protection. Created specifically for women, the innovative formula is said to offer an exclusive blend of odor-neutralizing botanicals and 100%-natural fragrances to help women feel fresh and confident throughout the day.
“We are raising the bar on natural deodorant performance by offering effective 48-hour protection,” remarked Pak. “We’re proud to be the No. 1 natural deodorant brand for both men and women, and we created an entirely new premium deodorant, using an exclusive blend of odor-neutralizing botanicals to deliver clinically proven 48-hour odor protection to keep women feeling fresh.
“It’s aluminum free and comes in three natural fragrances: Coconut, Powder and Fresh Sage.”
Pak added that the company has extended its popular Men’s antiperspirant line with a new fragrance, Men’s Mountain Spring Antiperspirant, which is also available as a deodorant.
Smith noted that the latest addition to the soap category comes in a eucalyptus scent. “Fresh Eucalyptus Fragrance is the latest addition to our triple-milled bar soap lineup, which also includes Creamy Coconut, Orange Blossom, Lavender & Shea and Fragrance Free,” he said. “Our Cleansing line, which also includes body wash, is clinically proven to maintain skin’s natural moisture, and our formulas feature organic botanicals like raw shea butter, Moroccan argan or virgin coconut oil.”
He added that the company is addressing a number of trends in oral care as well. “The demand for specialty ingredients is one trend we’re addressing this year in natural oral care with a new Sea Salt Toothpaste and Mouthwash,” Smith said. “Sea salt has a long history of use as ‘nature’s original cleanser.’ And, of course, it’s used as seasoning in cooking and for its exfoliation benefits in beauty.
“This versatile ingredient, when combined with a natural peppermint flavor, is equally at home in our toothpaste and mouthwash formulas to give you a surge of clean and freshen your breath.”
He said that the company also extended its popular Silly Strawberry toothpaste line, now celebrating more than 25 years as the No. 1 natural kid’s toothpaste, with the introduction of a Silly Strawberry Fluoride Mouth Rinse that tastes great. Another trend is more sustainable packaging and using recycled content more in products. “Our new Whole Care Toothbrush, companion to our popular Whole Care Toothpaste and Mouthwash line, features BPA-free bristles that are made from over 60% renewable plants, colored with food-grade, mineral-based pigments and the handle is made from 80% post-consumer plastic. It’s recyclable through our TerraCycle collection program.”
Pak added that charcoal isn’t a new ingredient in toothpaste, but the reality is not all natural charcoal toothpastes are created equal. In fact, some may be too abrasive. “We did a lot of testing, and I’m thrilled to say that compared to other natural brands, Tom’s of Maine’s new Activated Charcoal Toothpaste is the gentlest charcoal toothpaste, based on relative dentin abrasivity (RDA) testing. It’s an enamel-safe formula mild enough for everyday use. We’re using only sustainably sourced, plant-based charcoal that gently whitens teeth by removing surface stains, freshens breath and is available with or without fluoride, which is another differentiator, and is also SLS free,” she concluded.