Tom's of Maine Introduces Hydroxyapatite Toothpaste to Meet Rising Consumer Demand

Tom's of Maine (CL) has launched a new Hydroxyapatite Toothpaste, an anti-sensitivity, fluoride-free formula with naturally derived Arginine and Calcium Carbonate for whitening and sensitivity relief.

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Tom's of Maine (CL) has launched a new Hydroxyapatite Toothpaste, an anti-sensitivity, fluoride-free formula with naturally derived Arginine and Calcium Carbonate for whitening and sensitivity relief.

The vegan, SLS-free toothpaste contains hydroxyapatite, the primary mineral in tooth enamel, and is free from artificial flavors, sweeteners, dyes and potassium nitrate. It is now available in Gentle Mint on Amazon.com at an MSRP of $11.99 for a 4.4 oz tube, with broader retail availability planned for 2027.

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Fluoride-free, anti-sensitivity toothpaste — formulated with naturally derived Calcium Carbonate and Arginine — for whitening and sensitivity relief

KENNEBUNK, Maine, Sept. 23, 2026 /PRNewswire/ -- As more consumers seek trusted fluoride-free oral care, Tom's of Maine is expanding its natural care portfolio with Hydroxyapatite Toothpaste, an anti-sensitivity toothpaste with naturally derived Arginine and Calcium Carbonate. Arginine, a naturally derived amino acid, and Calcium Carbonate, a naturally derived mineral, work together to reduce hypersensitivity, while Calcium Carbonate also helps whiten teeth by removing surface stains. It's now also formulated with hydroxyapatite, the primary mineral that makes up tooth enamel.

Tom's of Maine has spent more than 50 years being passionately committed to making products with naturally derived ingredients – and this formula  continues that commitment. The fluoride-free, SLS-free formula is vegan, gluten-free, and made without artificial flavors, sweeteners, dyes or potassium nitrate.

"We're meeting the demand for fluoride-free alternatives the Tom's of Maine way," said Cristiane Martini, VP, General Manager at Tom's of Maine & NA Sustainability. "For us, it's about creating more than just another ordinary toothpaste — harnessing the power of naturally derived ingredients, such as arginine and calcium carbonate, to deliver effective oral care, while staying true to what has always made Tom's different."

Tom's of Maine Hydroxyapatite is not an ordinary toothpaste.

• Enamel-safe whitening removes surface stains
• Relieves hypersensitivity with naturally derived Arginine and Calcium Carbonate
• Fluoride-free and SLS-free
• Contains hydroxyapatite, the primary mineral that makes up tooth enamel

Tom's of Maine Hydroxyapatite Toothpaste is available now in Gentle Mint flavor at Amazon.com for an MSRP of $11.99 (4.4 oz), with availability expanding to additional retailers in 2027.

As a certified B Corp, Tom's of Maine is committed to transparency, environmental care, and community impact. To learn more about our sustainability efforts, visit TomsofMaine.com or follow us on TikTok and Instagram.

About Tom's of Maine^®
Tom's of Maine^®, a Colgate-Palmolive^® (NYSE: CL) company, has been making natural, safe, and effective personal care products for more than 50 years. It all began when Tom and Kate Chappell moved to Maine in 1968 looking for a healthier, simpler life for their growing family. And when they couldn't find personal care products that were free from artificial flavors, fragrances, sweeteners, colors and preservatives, they decided to make their own. Tom's of Maine products – including toothpaste, deodorant, mouthwash, bar soap, dental floss, and toothbrushes – are made from naturally sourced and derived ingredients. A Certified B Corporation, Tom's of Maine is committed to upholding a purpose-driven business and has a long-standing commitment to supporting nature and healthy families. Tom's of Maine has supported hundreds of nonprofits by giving back 10% of its annual profits, and employees are encouraged to use 5% of their paid time volunteering for causes they are passionate about. All of Tom's products are cruelty-free, and most are vegan, kosher, halal-certified, and gluten-free. Visit us online at http://www.tomsofmaine.com/.

CONTACT: tomsofmaine@bursonglobal.com

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SOURCE Tom's of Maine

FAQ

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What are the key benefits of Tom's of Maine Hydroxyapatite Toothpaste?

The toothpaste is designed to relieve hypersensitivity using naturally derived Arginine and Calcium Carbonate, while Calcium Carbonate also helps whiten teeth by removing surface stains. It is enamel-safe, fluoride-free, SLS-free, vegan, gluten-free, and made without artificial flavors, sweeteners, dyes or potassium nitrate. It also includes hydroxyapatite, the primary mineral that makes up tooth enamel.

Where and when is the new Hydroxyapatite Toothpaste available, and at what price?

Tom's of Maine Hydroxyapatite Toothpaste in Gentle Mint flavor is available now on Amazon.com at a manufacturer’s suggested retail price of $11.99 for a 4.4 oz tube. The company expects availability to expand to additional retailers in 2027.

How does this product align with Tom's of Maine’s sustainability and values?

Tom's of Maine describes the formula as made with naturally derived ingredients and notes that the brand is a certified B Corp committed to transparency, environmental care, and community impact. The company links this toothpaste to its long-standing focus on natural care and invites consumers to learn more about its sustainability efforts on its website and social channels.