Tom's of Maine

What Tom's of Maine does

Tom's of Maine, Inc. is a US-based natural personal care company founded in 1970 by Tom and Kate Chappell and headquartered in Kennebunk, Maine, where it began as a single-line factory producing Clearlake laundry detergent before launching natural toothpaste and shampoos in 1975. The company develops and sells naturally sourced and naturally derived oral care (toothpaste, mouthwash, dental floss, toothbrushes for adults and children), deodorant and antiperspirant, and bar soap products, governed by a proprietary Stewardship Model ingredient review process that excludes ethoxylation, propoxylation, and quaternization. In 1995, Tom's of Maine developed the first natural toothpaste to receive the American Dental Association's Seal of Approval, and in 2006 it was acquired by Colgate-Palmolive (NYSE: CL), becoming a wholly-owned subsidiary while retaining its mission-driven brand identity; it is also a Certified B Corporation.

The company operates a product-led growth model combining direct-to-consumer e-commerce at tomsofmaine.com with US retail distribution through "Where To Buy" partners. Pricing spans $4.49-$14.99 per individual SKU, with bundle pricing from $11.99 to $28.99 and a Subscribe and Save subscription option offering up to 10% recurring savings. Content marketing via the Good Matters Blog, ingredient transparency tools, and certifications (Halal, Kosher, Vegan, Gluten Free, Dermatologist Tested) support consumer education and trust in the natural category. The brand holds the #1 Natural Children's Toothpaste Brand position in the US per Nielsen data for the 52 weeks ending February 24, 2024.

Revenue is generated through one-time product sales and subscription recurring revenue across US consumers, with the primary customer segment being health-conscious families and individuals seeking natural, transparent personal care. The company does not disclose standalone revenue as a wholly-owned subsidiary, and its operating geography is limited to the United States.

Name

Tom's of Maine

Legal name

Tom's of Maine, Inc.

Website

https://tomsofmaine.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

51–100 employees

Short description

Tom's of Maine is a Colgate-Palmolive-owned natural personal care brand (founded 1970) selling naturally derived toothpaste, deodorant, bar soap, and oral care products to health-conscious US consumers via direct-to-consumer e-commerce and retail distribution.

Ownership category

akta.pro rank

Product category

Natural Personal Care Products

NAICS

Dental Equipment and Supplies Manufacturing (339114), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Oral Care Products (Toothpaste, Mouthwash, Dental Floss, Whitening) (CRADAMAA)

akta.pro secondary industries

Children’s Oral Care (Kids Toothpaste/Brushes/Training) (CRABAFAJ), Toothbrushes (Manual) (CRABAFAB), Dental Floss, Picks & Interdental Cleaners (CRABAFAE)

Keywords

• Natural personal care
• Natural oral care
• Aluminum-free deodorant
• Fluoride-free toothpaste
• Natural bar soap

Headquarters

HQ city

Salisbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Tom's of Maine generates revenue through direct-to-consumer sales via its e-commerce website and retail distribution partnerships. Products include toothpaste, deodorant, bar soap, mouthwash, dental floss, and toothbrushes. The company offers subscription options ('Subscribe and Save') for recurring revenue from loyal customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Tom's of Maine manufactures and sells natural personal care products including toothpaste (fluoride and fluoride-free formulas), mouthwash, dental floss, manual toothbrushes, aluminum-free deodorants, antiperspirants, and natural bar soaps. Products are sold through direct e-commerce on tomsofmaine.com and through retail distribution partners, with subscription options for recurring purchases.

Product overview

Tom's of Maine offers a comprehensive portfolio of natural personal care and oral hygiene products. The core product lines include natural toothpastes (available in fluoride and fluoride-free formulas with various flavors and benefits like whitening, sensitivity relief, and antiplaque), oral care accessories (mouthwashes, dental floss, and manual toothbrushes for adults and children), aluminum-free deodorants and antiperspirants with natural fragrances, and natural bar soaps made with naturally sourced ingredients. The company also offers curated value bundles combining multiple products for specific needs (sensitive skin, kids, fresh breath, deodorant, and beauty bar collections). All products emphasize naturally sourced and derived ingredients, ingredient transparency, and sustainable packaging. Tom's of Maine was founded in 1970 and became part of Colgate-Palmolive in 2006.

Differentiator

Problem solved

Functional benefit

Products and services

• Whole Care Peppermint Natural Toothpaste with Fluoride Multi-benefit fluoride toothpaste with peppermint flavor designed for cavity protection, enamel health, whitening, fresh breath, and plaque care.
• Fluoride-Free Antiplaque & Whitening Spearmint Natural Toothpaste Fluoride-free toothpaste with antiplaque and whitening benefits in spearmint flavor, using naturally derived ingredients.
• Wicked Fresh! Cool Peppermint Fluoride Natural Toothpaste Fluoride toothpaste with cool peppermint flavor for fresh breath and everyday oral care.
• Whiten Plus Deep Clean Natural Whitening Peppermint Toothpaste Whitening toothpaste that removes 95% of surface stains after two weeks of daily use, with peppermint flavor.
• Whiten Plus Coconut Oil Fluoride Free Gentle Mint Natural Toothpaste Fluoride-free whitening toothpaste with coconut oil and gentle mint flavor for natural oral care.
• Sensitive + Whitening Fluoride-Free Natural Toothpaste Sensitivity toothpaste that provides whitening benefits without fluoride, using calcium carbonate and arginine to seal open nerve channels.
• Fluoride-Free Rapid Relief Sensitive Natural Toothpaste Clinically proven rapid sensitivity relief toothpaste that blocks pathways to sensitive tooth nerves using arginine and calcium carbonate.
• Kids Natural Toothpaste Variety Pack Variety pack containing three kids toothpaste flavors (Silly Strawberry, Outrageous Orange Mango, Watermelon Wiggle) with fluoride for cavity protection.
• Silly Strawberry Kids Fluoride-Free Natural Toothpaste Kids fluoride-free toothpaste in strawberry flavor, free from artificial dyes, flavors, sweeteners, and preservatives.
• Outrageous Orange Mango Kids Fluoride Natural Toothpaste Kids fluoride toothpaste with orange mango flavor for cavity protection.
• Fresh Mint Whole Care Anticavity Natural Mouthwash Alcohol-free anticavity mouthwash with fresh mint flavor for comprehensive oral care.
• Refreshing Mint Sea Salt Fluoride-Free Natural Mouthwash Fluoride-free mouthwash with sea salt for natural oral freshening.
• Silly Strawberry Children's Anticavity Fluoride Rinse Natural Mouthwash Children's anticavity fluoride mouthwash in strawberry flavor for kids.
• Antiplaque Spearmint Natural Dental Floss Flat, waxed dental floss with naturally derived wax and spearmint flavor for plaque removal between teeth.
• Antiplaque Adult Soft Toothbrush Soft bristle toothbrush with multi-height bristles, raised power tip, and compact head for deep cleaning.
• Extra Soft Kid's Toothbrush Extra soft bristle toothbrush designed for children's gentle oral care.
• Cucumber Aloe Aluminum Free Deodorant Aluminum-free deodorant with natural cucumber and aloe fragrance, designed for smooth glide and wetness protection.
• North Woods Aluminum Free Deodorant Aluminum-free deodorant with rugged woodsy North Woods scent for odor and wetness protection.
• Tropical Island Antiperspirant Antiperspirant with tropical island scent providing 48 hours of sweat and odor protection.
• Unscented Aluminum Free Deodorant Aluminum-free unscented deodorant for those preferring fragrance-free products, with 48-hour odor protection.
• Lemon Bergamot Natural Beauty Bar Soap Natural beauty bar soap with lemon bergamot fragrance for women and men.
• Lavender & Shea Natural Beauty Bar Soap Natural beauty bar soap with lavender and shea butter for gentle skin conditioning.
• Creamy Coconut Natural Beauty Bar Soap Natural beauty bar soap made with virgin coconut oil for moisturizing cleanse.
• Fragrance Free Sensitive Skin Natural Beauty Bar Soap Fragrance-free bar soap designed for sensitive skin, free from artificial fragrances and parabens.
• Everyday Essentials Starter Pack Bundle featuring multiple Tom's of Maine personal care products at discounted price.
• Sensitive Skin & Smile Bundle Bundle including unscented deodorant, fragrance-free bar soap, fluoride-free sensitive toothpaste, and fluoride-free sensitive whitening toothpaste.
• Most-Loved Deodorant Bundle Bundle featuring North Woods, Mountain Spring, and Unscented aluminum-free deodorants.
• Subscribe and Save Subscription service offering up to 10% savings on regular product prices with monthly recurring billing on Tom's of Maine personal care products.

Quantifiable outcome

• Removes 95% of surface stains after two weeks of daily use (Whiten+ toothpaste)
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Hello Products: Hello Products is a direct competitor in natural oral care, offering fluoride-free and naturally derived toothpastes, mouthwashes, and toothbrushes with a similar premium-natural positioning and DTC-led go-to-market. Both brands target health-conscious families seeking cleaner oral care alternatives, making them direct substitutes on shelf and online.
• Dr. Bronner's: Dr. Bronner's is a family-owned natural personal care company whose All-One Toothpaste uses organic and fair-trade ingredients. Both brands share Certified B Corp status, natural ingredient heritage, strong mission-driven positioning, and a comparable wholesale-plus-DTC distribution model.
• Native: Native (P&G-owned) is a direct competitor in natural aluminum-free deodorant, offering a comparable product range of natural-fragrance stick deodorants. Both brands target the same aluminum-free, natural-fragrance consumer with comparable price points and DTC-plus-retail distribution, making Native the most direct peer for Tom's deodorant business.
• Burt's Bees: Burt's Bees (Clorox subsidiary) is a natural personal care brand with overlapping product categories including natural toothpaste, lip balm, and body care. Both brands leverage natural ingredient heritage, sustainability messaging, and Certified B Corp-style positioning to reach the same health-conscious consumer, making them directly comparable in brand strategy and retail presence.
• David's Natural Toothpaste: David's is a premium natural toothpaste brand focused on clean ingredients, fluoride options, and eco-friendly packaging. Both brands target similar health-conscious, ingredient-reading consumers seeking natural oral care with comparable aesthetic positioning, making David's a direct comparable especially in the DTC channel.
• Schmidt's Naturals: Schmidt's (Unilever-owned) is a direct competitor in natural deodorant with plant-based, aluminum-free formulations across multiple fragrances. Both brands compete head-to-head in the natural deodorant category via similar pricing, retailer distribution, and ingredient-transparency messaging.

Broad incumbents

• Crest: Crest (Procter & Gamble) is the dominant US toothpaste brand, operating a broad portfolio including natural extensions (Crest Pro-Health Natural, Crest Whitening). While not a pure-play natural brand, Crest competes directly for the same shelf space and consumer occasions and increasingly overlaps with Tom's through its natural sub-lines, making it the primary competitive threat at retail.
• Colgate-Palmolive: Colgate-Palmolive is both Tom's of Maine's parent company and a direct competitor in oral care through its flagship Colgate brand. Colgate's mass-market toothpaste franchise competes for the same everyday brushing occasions and increasingly overlaps with Tom's via Colgate's own natural sub-lines, making it the closest corporate comparable and the dominant incumbent Tom's contends with in retail.
• Sensodyne: Sensodyne (Haleon/GSK) is the global leader in sensitivity toothpaste, directly competing with Tom's Rapid Relief Sensitive and Sensitive + Whitening SKUs. Both brands target the same sensitive-teeth consumer occasion and increasingly overlap in natural-sensitive positioning, making Sensodyne the most direct comparison for Tom's premium sensitivity franchise.
• Arm & Hammer (Church & Dwight): Arm & Hammer (Church & Dwight) is a broad oral care incumbent competing across toothpaste, whitening, and specialty formulations. Tom's of Maine Arm & Hammer-related natural SKUs and shared mass-retail shelf presence position them as comparable incumbents in natural-leaning oral care, with Arm & Hammer offering scale advantages.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/tomsofmaine
• Facebookfacebook.com/TomsofMaine
• LinkedInlinkedin.com/company/43420

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tom's of Maine