Who Owns Tom's of Maine?

Tom's of Maine has built its brand identity around natural ingredients, environmental responsibility, and social mission. These commitments have been maintained under Colgate-Palmolive ownership, though some consumers and watchdogs have questioned whether the brand's practices have changed since the acquisition.

Natural Ingredient Commitments: Tom's of Maine formulates products without artificial flavors, colors, preservatives, or sweeteners. The brand discloses all ingredients and their sources on its website and packaging. However, the specific definition of "natural" is the brand's own standard rather than an independently regulated one. The FDA does not regulate the term "natural" for personal care products, which means Tom's of Maine's natural claims are self-defined.

Charitable Giving: Tom's of Maine continues to donate 10% of pretax profits to charitable causes under Colgate-Palmolive ownership. This commitment was maintained as part of the acquisition terms. The brand also provides employees with paid volunteer time. Since its founding, Tom's of Maine reports having donated over $4 million to nonprofit organizations.

Sustainable Packaging: Tom's of Maine has made efforts to improve packaging sustainability. The brand uses recyclable aluminum for its deodorant containers and has introduced PCR (post-consumer recycled) content in some packaging. However, like most personal care brands, Tom's of Maine still relies on plastic tubes for its toothpaste, which are difficult to recycle through standard municipal recycling programs.

Animal Testing Policy: Tom's of Maine is certified cruelty-free by Leaping Bunny, meaning the brand does not test its products on animals and does not use suppliers that conduct animal testing. This certification is maintained through independent audits.

B Corp Certification: Tom's of Maine became a Certified B Corporation in 2018, demonstrating its commitment to social and environmental performance standards. B Corp certification requires companies to meet independent standards of social and environmental performance, accountability, and transparency.

Environmental Manufacturing: The brand's Kennebunk manufacturing facility has implemented waste reduction and energy efficiency programs. Tom's of Maine reports that its manufacturing facility sends zero waste to landfill and has reduced water usage in production processes.

Tom's of Maine has received recognition for its pioneering role in natural personal care:

• Certified B Corporation since 2018, demonstrating independent verification of social and environmental performance
• Leaping Bunny cruelty-free certification, maintained through independent audits
• Recognized as a pioneer in the natural personal care industry, having launched the first natural toothpaste in the United States in 1970
• The brand's ingredient transparency practices have been cited as an early example of consumer product transparency that influenced broader industry practices
• Tom's of Maine has been featured in sustainability and business ethics publications as a case study in values-driven brand management under corporate ownership

These reflect industry and certification recognition rather than formal product quality awards.

Tom's of Maine has maintained a relatively clean record on product safety, though the brand has faced some challenges:

• Colgate-Palmolive ownership controversy (2006-present): Some consumers and natural product advocates criticized the Chappells' decision to sell to Colgate-Palmolive, arguing that a multinational corporation could not authentically steward a natural brand. This sentiment persists among some natural product consumers, though Tom's of Maine has maintained its natural formulations and charitable commitments under Colgate-Palmolive ownership.
• Natural claims scrutiny: Tom's of Maine, like all brands using "natural" as a positioning claim, faces ongoing scrutiny regarding what "natural" means. The FDA does not regulate the term for personal care products. Some consumer advocates have argued that the lack of a regulatory definition allows brands to make natural claims without sufficient substantiation.
• Competition with Hello Products: Colgate-Palmolive acquired Hello Products in 2020, creating a situation where the parent company owns two competing natural oral care brands. Some industry observers have questioned whether this cannibalizes Tom's of Maine's market share, though Colgate-Palmolive has positioned the brands for different consumer segments.
• Fluoride debate: Tom's of Maine offers both fluoride and fluoride-free toothpaste options. The brand has faced criticism from dental professionals for its fluoride-free options, which do not provide the same cavity protection as fluoride toothpaste. The brand positions its fluoride-free products as a consumer choice rather than a dental recommendation.
• Packaging waste: Like all personal care brands, Tom's of Maine faces ongoing challenges related to plastic packaging waste. Toothpaste tubes are particularly difficult to recycle through standard municipal programs. The brand has explored alternative packaging but has not yet eliminated plastic tubes from its product line.