Tom’s of Maine Launches Whiten+ for Natural Stain Removal

Key Takeaways:

• Tom’s of Maine introduces Whiten+, a natural whitening toothpaste that removes 95% of surface stains in two weeks.
• Available in two formulas: fluoride and fluoride-free, both free from artificial additives.
• The product is vegan, enamel-safe, and packaged in recyclable tubes.
• Priced at $5.99 (4.0 oz), it is now available nationwide at major retailers.
• Reflects the brand’s commitment to sustainability and transparency as a certified B Corp.

Introducing Whiten+: A Blend of Nature and Science

Tom’s of Maine has unveiled its latest offering, Whiten+ Toothpaste, designed for consumers seeking a natural yet effective solution for teeth whitening. This new product combines naturally derived mineral technology with plant-based cleansers to deliver results without compromising on the brand’s core values. According to Cristiane Martini, General Manager at Tom’s of Maine, “Our commitment to people and the planet has guided us for over 50 years. That’s why we’re excited to introduce Whiten+. Rooted in nature and backed by science, this whitening toothpaste delivers results, while staying true to what matters most to our consumers: naturally sourced and derived ingredients without artificial flavors, sweeteners, colors and preservatives.”

The launch underscores the brand’s dedication to meeting consumer demand for products that align with their health and environmental values. Whiten+ is formulated to remove 95% of surface stains in just two weeks with twice-daily brushing, while also preventing new stains from forming after three weeks of consistent use.

Product Features and Formulations

Whiten+ Toothpaste is available in two distinct formulas to cater to varying consumer preferences. The first, Whiten+ Deep Clean (Fluoride), comes in Peppermint and Spearmint flavors, while the second, Whiten+ Coconut Oil (Fluoride-Free), is offered in Gentle Mint. Both options are crafted with vegan ingredients and natural flavors, ensuring they are free from sodium lauryl sulfate (SLS), peroxide, gluten, artificial colors, sweeteners, or preservatives.

In addition to being enamel-safe and designed to whiten without causing sensitivity, the product is packaged in recyclable tubes. However, the company notes that not all communities may accept tubes for recycling, advising consumers to check local guidelines.

Availability and Pricing

Consumers can now purchase Tom’s of Maine Whiten+ Toothpaste at major retailers across the United States, including Walmart, Target, Amazon.com, and select grocery and drug stores. Priced at $5.99 for a 4.0 oz tube, the product offers an accessible option for those seeking a balance of efficacy and natural formulation.

A Legacy of Sustainability and Community Impact

As a certified B Corporation, Tom’s of Maine continues to prioritize transparency, environmental care, and community impact. Since its founding in 1968 by Tom and Kate Chappell, the company has been a pioneer in creating personal care products made from naturally sourced and derived ingredients. Over the years, Tom’s of Maine has donated 10% of its profits to nonprofit organizations and encourages employees to dedicate 5% of their paid time to volunteer work.

The launch of Whiten+ reflects the brand’s ongoing mission to provide safe, effective, and sustainable products. For more information about Whiten+ and the company’s broader sustainability initiatives, consumers can visit TomsofMaine.com or follow the brand on Facebook and Instagram.