Tom's of Maine claims first clinically tested natural whitening toothpaste

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.

Tom's of Maine Launches Clinically Proven Natural Whitening ...

Natural oral care provider, Tom’s of Maine, has launched a new natural whitening toothpaste.  The toothpaste, New Natural Simply White Fluoride Toothpaste, is clinically proven to whiten teeth and has earned the American Dental Association (ADA) Seal of Acceptance, a first for any natural whitening toothpaste, according to Tom’s of Maine.

The natural toothpaste is said to not contain conventional whitening ingredients such as bleaching agents or artificial flavors.  Traditionally, whitening toothpastes contain a number of ingredients like hydrogen peroxide or silica.

Tom’s of Maine says its natural tooth whitening formula is based on three naturally sourced silicas that combine to remove tartar and stains without damaging tooth enamel. Simply White, as it is referred to by Tom’s of Maine, joins the line of natural toothpastes totaling 14, all of which have no artificial preservatives, animal ingredients or tested on animals.

Simply White is available at retailers and online in Clean Mint and Sweet Mint flavors. The product will begin arriving in U.S. stores this July at a price of $4.99 for a 4.7 oz tube.

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