Tom's of Maine expands in natural deodorants

By Simon Pitman

- Last updated on GMT

Related tags Personal care products Body odor

Having carved its name out as a leading name in the US market for natural oral care products, Tom's of Maine is now eyeing a greater footprint in the natural deodorants category.

The company, which already claims to be America’s number one natural deodorant provider, says it is building further on that position with its new Sensitive Care Deodorant.

The range is marketed as being aluminium-free, is available in three different scents and includes the company’s patent-pending formulation, which means it can be applied to sensitive skin types by minimizing the risk of outbreaks and related allergic reactions.

Supercritical extraction

The company says that the technology uses an environmentally–friendly and gentle method known as supercritical extraction to draw out the active ingredients from hops that fight odor-causing bacteria, and ultimatley helps to fight body odor in a natural way.

Not only does this process help to tap into the active ingredients of natural raw materials, the company also points out that the extraction process itself is more natural and eco-friendly because it does not rely on any harsh chemicals.

Likewise, the formulation also uses a chamomile extract that is processed in a similar way, but which is used to back up the product’s claim as being especially well suited to sensitive skin types.

Three different scents

Available in bay-lime, cucumber-grapefruit and fragrance-free scents, the range has been dermatologically tested for use on sensitive skin, is aluminum-free and has not been tested on animals.

Earlier this year, Tom’s of Maine announced a series of new toothpaste products based on its natural-based active ingredient Glycyrrhizin, created from birch tree, glycerin and aloe extracts.

Tom's of Maine has sprung from a small family-run business to become a leading name in the oral care market in North America.

It is a pioneer of natural toothpaste, mouthwash, and deodorant, and, as well as being the leading provider of natural deodorants, it also claims to currently be the number one Oral Care Brand in the natural category.

Tom's of Maine built success on naturals trend

Its success has been put down to its natural-based formulations, which tap into the huge trend for personal care products that avoid harsh chemicals.

In 2006 the market for natural-based personal care products in the US was estimated to be worth $3bn and was growing at the rate of 15 per cent per annum.

Tapping into this sort of growth, the world's largest oral care player Colgate-Palmolive bought the company in May 2006, in a move that serves Tom's aim to focus on higher-margin markets.

Tom's of Maine was founded in 1970 by Tom and Kate Chappell and the buy-out meant that the family retains a 16 per cent share in the business.

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