Tom’s of Maine, recognized as a certified B Corporation and a leader in natural personal care products, has announced the introduction of its new whitening toothpaste, Whiten+. This product utilizes naturally derived mineral technology alongside plant-based cleansers to effectively remove 95% of surface stains within two weeks when used with twice-daily brushing.
The Whiten+ line features two distinct formulas: Whiten+ Deep Clean, which contains fluoride and is available in Peppermint and Spearmint flavors, and Whiten+ Coconut Oil, which is fluoride-free and offered in Gentle Mint. This toothpaste is designed for consumers seeking a natural and effective whitening solution.
Cristiane Martini, the General Manager at Tom’s of Maine, stated, “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 Whiten+ toothpaste is designed to prevent new stains from forming after three weeks of consistent use. It is enamel-safe, promotes whitening without causing sensitivity, and is made with vegan ingredients and natural flavors. Notably, it does not include sodium lauryl sulfate, peroxide, gluten, or any artificial components. The product is also packaged in a recyclable tube, reflecting the company’s commitment to environmental sustainability.
Whiten+ Toothpaste is now available at major retailers across the United States, including Walmart, Target, and Amazon, with a suggested retail price of $5.99 for a 4.0 oz tube.