Tom's of Maine
A U.S. natural personal-care brand known for plant- and mineral-derived formulas, oral-care products, deodorants, and environmental and social commitments.
Last updated September 23, 2026
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Overview
Tom's of Maine is an American personal-care brand established in 1970 by Tom Chappell and Kate Chappell in Maine. The business began with natural, phosphate-free laundry detergent and developed into a broader personal-care company whose best-known categories include toothpaste, mouthwash, deodorant, soap, and lip-care products. Its brand proposition is built around using ingredients sourced or derived from nature, avoiding artificial flavors, fragrances, colors, sweeteners, and preservatives in its formulations, and communicating a comparatively transparent approach to ingredient selection and product development. The company emerged during the growth of the natural-products movement in the United States. The Chappells initially operated the business on a small scale, reportedly starting with a $5,000 loan, and gradually expanded its distribution and product range. Oral care became particularly important to the brand, allowing Tom's of Maine to compete in a mainstream category while differentiating itself through natural positioning. Deodorants, bar soaps, mouth rinses, and other personal-care products extended the same proposition into adjacent categories. Tom's of Maine states that its products are not tested on animals and that its ingredient-processing standards are intended to support human and environmental health. Most of its products are described as vegan, although some formulas use bee-related ingredients such as propolis or beeswax. The brand also presents charitable giving and sustainability as part of its operating model, including a stated commitment to donate 10% of annual profits to organizations working in health, education, and environmental protection. In March 2019, it became a Certified B Corporation, adding an external social-and-environmental assessment framework to its corporate identity. Colgate-Palmolive acquired a controlling 84% interest in Tom's of Maine in 2006 for $100 million, while the Chappell family retained the remaining 16% under the reported transaction structure. The acquisition gave Tom's of Maine access to the resources, distribution capabilities, and retail relationships of a global consumer-products company. At the same time, the transaction was described as preserving the brand's policies and culture, enabling Tom's of Maine to continue operating as a distinct natural-products brand within the Colgate-Palmolive portfolio. The company is based in Kennebunk, Maine, and uses U.S. and Canadian contract manufacturing facilities for some products. Tom's of Maine remains active as a natural personal-care label, with toothpaste and deodorant among its most visible offerings. Its growth has also brought greater regulatory and operational scrutiny. In November 2024, the U.S. Food and Drug Administration issued a warning letter concerning disease-causing bacteria and mold-like or powdery substances found in certain products and facilities. The agency also referenced hundreds of consumer complaints that it said the company had not investigated. The warning required documentation addressing contamination risks, testing methods, cleaning procedures, operational assessments, and remediation plans. This regulatory matter is an important recent development in the brand's history, although the available reference material does not establish a final outcome.
History
Tom's of Maine was founded in 1970 by Tom Chappell and Kate Chappell in Maine. The founders entered the natural-products market at a time when consumer interest in environmentally responsible household goods and alternatives to conventional formulations was increasing. The company reportedly began with a $5,000 loan and initially made phosphate-free natural laundry detergent. Its early identity was therefore tied to both ingredient selection and a broader concern about the environmental consequences of household products. The business later moved beyond laundry products into personal care. Toothpaste became one of its defining categories, followed by mouthwash, deodorant, soap, lip balm, and related products. Across these lines, Tom's of Maine emphasized ingredients sourced or derived from nature and stated that its formulas exclude artificial flavors, fragrances, colors, sweeteners, and preservatives. The company also stated that it did not test products on animals. These claims helped distinguish the brand from conventional mass-market personal-care products while making natural oral care more accessible through mainstream retail distribution. As the brand expanded, it developed a business model that combined commercial growth with environmental and social commitments. Tom's of Maine has said that most of its products are vegan, while acknowledging that some contain propolis or beeswax. It has also stated that 10% of annual profits are donated to charitable organizations working in health, education, and the environment. In March 2019, the company became a Certified B Corporation, reinforcing its public positioning around social and environmental performance. A major turning point came in 2006, when Colgate-Palmolive purchased an 84% controlling interest for $100 million. The Chappell family reportedly retained the remaining 16%. The acquisition connected the relatively small Maine brand to a multinational consumer-products company with larger manufacturing, distribution, and marketing resources. The reported terms preserved Tom's of Maine's policies and culture, allowing it to remain a distinct brand rather than being fully absorbed into Colgate-Palmolive's mainstream labels. The company continued to be based in Kennebunk, Maine, while some products were manufactured through contract facilities elsewhere in the United States and Canada. The brand's subsequent development reflects the tension between independent natural-brand identity and large-company scale. Tom's of Maine continued to compete in everyday oral and personal care, where claims about natural ingredients, animal testing, vegan suitability, and environmental responsibility are important to consumers. Its products became more widely available through the parent company's commercial infrastructure, while its Maine origin and social-purpose narrative remained central to its identity. In November 2024, the FDA issued a warning letter involving reported contamination findings at Tom's facilities and in products. The agency described disease-causing bacteria and mold-like or powdery substances and said the company had received hundreds of consumer complaints that it had not investigated. The warning required the submission of documentation covering contamination hazards, operational assessments, testing, cleaning, and remediation. The reference material does not provide a final regulatory disposition, recall determination, or confirmed long-term effect on the brand. The matter nonetheless represents a significant recent regulatory challenge for a company whose positioning depends heavily on consumer trust in product quality and ingredient standards.
- 2024
FDA warning concerning contamination controls
[2]The FDA issues a warning letter describing contamination findings and requesting assessments and remediation documentation.
- 2019
Certified B Corporation status
[1]Tom's of Maine becomes a Certified B Corporation, reflecting its stated focus on social and environmental performance.
- 2006
Colgate-Palmolive acquires a controlling stake
[1]Colgate-Palmolive purchases an 84% interest in Tom's of Maine, while the Chappell family retains a reported minority stake.
- 1970
Tom's of Maine is founded
[1]Tom Chappell and Kate Chappell establish the company in Maine, initially making phosphate-free natural laundry detergent.
Products and positioning
A natural and environmentally conscious personal-care brand positioned around nature-derived ingredients, avoidance of animal testing, ingredient transparency, and charitable and social-impact commitments.
Oral care
Natural toothpaste
Toothpaste is Tom's of Maine's most prominent product category and a central expression of its natural-brand positioning. The range is marketed around nature-derived ingredients and the avoidance of artificial flavors, colors, sweeteners, and preservatives in applicable formulas. The brand uses toothpaste to compete in a mainstream daily-use category while differentiating itself through ingredient and animal-testing policies.
Oral care
Mouthwash and oral rinses
Tom's of Maine offers mouthwash and related oral-rinse products as extensions of its toothpaste business. These products carry the brand's broader natural personal-care proposition and are intended for consumers seeking alternatives to conventional oral-care formulations.
Personal care
Deodorant
Deodorant is one of the brand's major personal-care lines. It extends Tom's of Maine's ingredient philosophy from oral care into body care, with products marketed around natural or nature-derived ingredients and the brand's stated avoidance of animal testing.
Personal care
Bar soap
Bar soap is part of Tom's of Maine's broader range of everyday personal-care products. The line supports the brand's natural positioning through formulas and communications focused on ingredients derived from nature and reduced reliance on artificial additives.
Lip care
Lip balm
Lip balm is an adjacent care category in the Tom's of Maine portfolio. It applies the brand's natural-ingredient and personal-wellness proposition to a small, frequently used product, with some formulations potentially involving animal-derived ingredients such as beeswax.
Household care · 1970
Phosphate-free natural laundry detergent
The company's original product area was phosphate-free natural laundry detergent. This early offering connected Tom's of Maine to environmental concerns around household chemicals and helped establish the ingredient-conscious identity that later guided its personal-care expansion.
Controversies
2024
FDA warning over contamination findings
The FDA reported disease-causing bacteria and mold-like or powdery substances in Tom's products and facilities and stated that the company had received hundreds of consumer complaints without investigating them. The warning letter required documents addressing contamination hazards, testing, sanitation, operational assessments, and remediation. The available sources do not establish a final outcome.
Marketing campaigns
- 10% annual-profit charitable giving commitment
United States
Tom's of Maine states that it donates 10% of annual profits to charitable organizations supporting health, education, and environmental causes. The commitment functions as an ongoing social-impact platform associated with the brand rather than a single dated advertising campaign.
Outcome. Ongoing stated brand commitment
Brand decisions
2024
Respond to FDA contamination warningOtherBackground
The FDA reported potentially harmful bacterial and mold-like contamination in products and facilities and raised concerns about the handling of consumer complaints.
Action taken
The FDA required Tom's of Maine to submit assessments, contamination-hazard analyses, testing methods, cleaning procedures, and remediation plans.
Aftermath
The warning created a significant regulatory and trust issue for a brand whose positioning depends on confidence in product quality. A final disposition is not established in the available sources.
2019
Formalize social and environmental accountability through B Corp certificationStrategyBackground
The brand's identity already emphasized natural ingredients, animal-welfare policies, environmental stewardship, and charitable giving.
Action taken
Tom's of Maine became a Certified B Corporation.
Aftermath
Certification strengthened the brand's public association with measured social and environmental performance.
2006
Accept a controlling investment from Colgate-PalmoliveM&ABackground
Tom's of Maine had grown from a small Maine natural-products business into a substantial personal-care brand, while Colgate-Palmolive sought access to the growing natural-products segment.
Action taken
Colgate-Palmolive purchased an 84% controlling stake for $100 million. The Chappell family reportedly retained 16%, and the transaction terms preserved the brand's policies and culture.
Aftermath
Tom's of Maine gained access to the parent company's multinational resources and distribution while continuing as a distinct brand.
Reported acquisition consideration. $100 million (2006 acquisition)
Recent events
Tom’s of Maine launches Get Into Nature grant campaign[4]
Reported:
Tom’s of Maine launched a three-year, $3 million grant program called Get Into Nature to fund outdoor recreation and provide children with equitable access to the outdoors. It is teaming up with the National Recreation Foundation and Rosario Dawson.
Tom’s of Maine sponsors #NatureNurtures video series[5]
Reported:
Tom’s of Maine sponsored 50 small businesses through its #NatureNurtures program, funding daily video experiences hosted by local wellness experts and nature guides. The series was funded entirely by the brand, including a $50,000 commitment to support the local experts.
Tom’s of Maine announces recyclable toothpaste tubes[6]
Reported:
Tom’s of Maine announced recyclable toothpaste tubes. The tubes were to become available in the coming weeks, with all full-size toothpastes using them by the end of 2020.
Sources6 sources
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