The maker claims that Natural Simply White Fluoride Toothpaste has been clinically proven to whiten teeth, even though the formulation does not include conventional whitening ingredients such as bleaching agents.
Conventional whitening toothpastes can contain a number of ingredients, including abrasives such as silica, which help to remove stains, or peroxides such as carbamide or hydrogen peroxide.
Whitening peroxides to be avoided?
Some tooth whitening ingredients have proved to be controversial following claims that they can actually damage the tooth enamel, depleting it and actually leaving it more vulnerable to further staining and tartar accumulation.
However, various studies have subsequently quashed those claims, with one particular study carried out at the University of Rochester claiming that tooth whitening with hydrogen peroxide was actually safer than drinking a glass of orange juice.
Tom of Maine says its new whitening toothpaste is based on three different types of naturally occurring silicas that combine to gently remove tartar and stains without causing any damage to the tooth enamel.
Further to this, like all of the company’s oral care portfolio, the toothpaste formulation contains no artificial preservatives or flavors, nor animal-derived ingredients, and is also not tested on animals.
“We hope this natural option gives people the confident smile they want backed by our rigorous testing and the acceptance of the American Dental Association,” said Ellen Sasken, oral care associate brand manager, Tom’s of Maine.
Product to be rolled out in July
The new product line comes in Clean Mint and Sweet Mint flavors and is expected to go on sale throughout the United States in July.
Two years ago the company launched a line of natural toothpastes for sensitive skin, while also moving into the market for natural deodorants.
In recent years the company has been expanding significantly, thanks to a massive cash injection bought about when it became a part of the global Colgate-Palmolive group, back in 2006, which has ensured annual growth in excess of 20 percent.