Tom's of Maine has expanded its natural oral care line with Hydroxyapatite Toothpaste, a fluoride-free, antisensitivity formula containing naturally derived arginine and calcium carbonate, along with hydroxyapatite, the primary mineral in tooth enamel. The launch, the company said, responds to growing consumer demand for fluoride-free alternatives.
Arginine and calcium carbonate work together to reduce hypersensitivity while calcium carbonate also helps whiten teeth by removing surface stains, according to Tom's of Maine. The sodium lauryl sulfate-free formula is vegan, gluten-free, and made without artificial flavors, sweeteners, dyes, or potassium nitrate. The toothpaste is available in a Gentle Mint flavor.
Cristiane Martini, vice president and general manager at Tom's of Maine and North America sustainability, said the company aims to meet demand for fluoride-free alternatives using naturally derived ingredients while staying true to what has made the brand distinct for more than 50 years.
The toothpaste is available on Amazon for a suggested retail price of $11.99 for 4.4 ounces. Distribution will expand to additional retailers in 2027, the company said.
Tom's of Maine, a Colgate-Palmolive company and certified B Corporation, has made natural personal care products since 1968. The company gives back 10% of its annual profits to nonprofits and encourages employees to volunteer 5% of their paid time to causes they support.
