For over 50 years, Tom’s of Maine has crafted natural products that empower people to live life confidently. 

With Whiten+, Tom’s set out to make whitening effective — without compromising the naturally sourced and derived ingredients people expect and trust.

“You shouldn’t have to compromise by using a natural product,” says Lauren Evans, Director of Research and Development, North America Oral Care at Colgate-Palmolive. “At Tom’s of Maine, we aim to bring innovative technologies, great-tasting flavors and an exceptional experience to naturals.”

“Our commitment to people and the planet has guided us for over 50 years,” adds Cristiane Martini, General Manager at Tom’s of Maine. “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 or preservatives.”

A Natural Solution That Works

Powered by naturally derived mineral micro-polishers and plant-based cleansers, the Whiten+ formula removes 95% of surface stains in two weeks with twice-daily brushing and helps prevent new stains.

Every ingredient in Whiten+ follows Tom’s Stewardship Model, which guides how Tom’s sources ingredients, avoids artificial additives and designs packaging with sustainability in mind.

Behind the innovation of Whiten+ was a cross-functional team of scientists translating Colgate-Palmolive’s whitening expertise to meet Tom’s natural standards. Leading that effort was Wilbens Josias, Principal Scientist, who worked to adapt proven whitening technology for Tom’s.

“We wanted the formula to perform beautifully,” he said. “That meant fine-tuning every detail to meet our guiding philosophy l and still make people smile.”

From formulation to flavor, every detail of Whiten+ reflects Tom’s long-standing focus on creating natural products that work. Whiten+ is crafted for a clean, refreshing taste and comes in both fluoride and fluoride-free varieties:

• Deep Clean Peppermint (Fluoride)

• Deep Clean Spearmint (Fluoride)

• Coconut Oil Gentle Mint (Fluoride-Free)

Because doing good extends beyond the formula, every Whiten+ tube is recyclable†, continuing Tom’s leadership as a certified B Corporation committed to meeting high standards of social and environmental performance, accountability, and transparency. 

Guided by the same purpose that drives Tom’s of Maine every day — doing good for people while showing that natural and effective oral care can work together — Whiten+ shows how innovation and intention can create more confident smiles.

^{† Your community may not yet accept tubes for recycling. Check locally. Learn more at tomsofmaine.com/recyclable-tube.}