Aside from color additives, U.S. law doesn’t require cosmetics companies to have FDA approval before launching a product. That means many ingredients go unregulated, which has caused conscious consumers to flock to brands with more transparent practices. In some cases, families start their own businesses to offer solutions they couldn’t find for themselves. In 1975, Tom’s of Maine introduced the country to a natural toothpaste that’s since become an iconic product. Keep reading to learn more about the history of this popular brand, plus the items Thrive Market members can’t live without.

The History of Tom’s of Maine

In 1968, Tom and Kate Chappell wanted to live a simpler life with their family and moved from Philadelphia to Maine. After discovering the benefits of natural and unprocessed food that was available locally, the couple started looking for the same clean ingredients in their personal care products. After being disappointed with all the fragrances, artificial sweeteners, preservatives, and colors inside items such as toothpaste, deodorant, and mouthwash, the family decided to create their own line.

Tom’s of Maine Company Mission

Tom’s of Maine got its start because two parents wanted access to natural products to help care for their family. In addition to fulfilling this mission with its line of personal care products, Tom’s of Maine also prioritizes giving back. Employees are encouraged to take up to 12 paid days per year to volunteer for local causes, and the brand donates 10 percent of its profits to Maine-based organizations that support causes related to health, education, and the environment.

Benefits of Tom’s of Maine

For decades, Tom’s of Maine has focused on creating a positive ripple effect in the lives of its customers—and the planet. As a Certified B Corporation, Tom’s of Maine has met rigorous standards in the areas of transparency, accountability, and social and environmental performance. When developing products, the brand is committed to sourcing natural and naturally-derived ingredients, and offers a product guarantee for complete satisfaction. Here are some of the ways Thrive Market members have raved about Tom’s of Maine over the years.

Shayla from Ohio made the switch to Tom’s mouthwash because she “didn’t like the ingredients in a lot of commercial mouthwashes,” and says this is the best one on the market.

Regan from Wash., buys the toothpaste for her grandkids. “They love the taste and I love the fact that it is better for them than other toothpastes.”

Zoe from N.J., reports that buying the deodorant was the best decision ever, and loves the fresh and clean scent. “I ordered two more right away, one for the gym bag and one for the travel bag.”

Top Tom’s of Maine Products

Get to know some of our most-loved Tom’s of Maine products.

Wicked Fresh Mouthwash, Cool Mountain Mint

Here’s a simple way to enhance your oral care routine. In this refreshing rinse, zinc helps neutralize odor caused by bad breath—without the burn.

Children’s Toothpaste, Silly Strawberry

The sweet flavor of strawberry will help your toddler look forward to brushing with this kid-approved toothpaste. Instead of chemical-based ingredients, calcium and silica gently clean teeth and gums.

Men’s Stick Deodorant, Mountain Spring

This deodorant stick is aluminum-free and effectively fights odor with mineral zinc for 24-hour protection. You’ll stay fresh longer, and your underarm skin won’t be exposed to chemicals, preservatives, or artificial fragrance.

Clean Beauty Tips From Thrive Market

Don’t make the switch to clean beauty alone—we’re here to help guide you along the way.

Nontoxic Makeup Brands

Treat your delicate skin to nontoxic makeup that won’t clog your pores with potentially harmful chemicals. Here’s our list of the most exciting options on the market right now.

Must-Have Organic Beauty Products

Whether you’re a clean beauty novice or someone who’s already nailed down her favorite natural mascara, foundation, and lip gloss, this post has something for everyone.

An Ancient Secret to Cleaning Your Pores

Aztec Secret Indian Healing Clay is an ancient remedy for deep pore cleansing. Get the scoop in this blog post that shows you how it’s done.

Tom's of Maine, Fluoride-Free Antiplaque & Whitening Toothpaste, Spearmint