Tom’s of Maine is expanding its natural oral care lineup with the launch of a new hydroxyapatite toothpaste. The product is designed to provide sensitivity relief and whitening benefits for consumers seeking fluoride-free options.
The new formula combines arginine, a naturally derived amino acid, with calcium carbonate, a naturally derived mineral. Together, these ingredients work to reduce tooth hypersensitivity, while calcium carbonate also assists in whitening teeth by removing surface stains.
The product also incorporates hydroxyapatite, which is the primary mineral that makes up natural tooth enamel. The formula is free of fluoride, sodium lauryl sulfate, and potassium nitrate, while also being vegan and gluten-free.
In addition to avoiding synthetic additive ingredients, the toothpaste contains no artificial flavors, sweeteners, or dyes. The launch continues the company’s long-standing focus on developing products made with naturally derived ingredients.
According to Cristiane Martini, vice president and general manager at Tom’s of Maine and North America Sustainability, the new offering aims to meet growing consumer demand for fluoride-free alternatives while using ingredients like arginine and calcium carbonate to deliver effective oral care.
The hydroxyapatite toothpaste is currently available online in a gentle mint flavor in a 4.4-ounce tube. Retail distribution is scheduled to expand to additional physical and online stores in 2027.
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