Tom’s SLS-free Whitening Toothpaste Hits Retailers

“Our consumers have been asking us for a SLS and fluoride-free whitening toothpaste where they don’t have to compromise on taste or foaming action, which we heard they experience in some SLS-free toothpastes,” said Matt Smith, senior brand manager, oral care at Tom’s of Maine. “Our innovation team created Botanically Bright to give consumers a SLS-free, fluoride free toothpaste that would not only whiten their teethbutwould also give them that enjoyable brushing experience they are looking for.”

Tom’s of Maine Botanically Bright ingredients are 100% derived from nature and feature an exclusive blend of botanicals, such as soothing chamomile flower, certified organic aloe, bee propolis and plaque-reducing xylitol, as well as stevia extracts for sweetness and pure peppermint and spearmint mint oils to freshen breath. Botanically Bright helps remove plaque with regular brushing while naturally-sourced silicas whiten teeth without using bleaching ingredients, according to the company.

Botanically Bright whitening toothpastes are available in Spearmint with Aloe & Chamomile and Peppermint with Xylitol & Propolis flavor for a suggested retail price of $5.99.

As with all Tom’s of Maine products, Botanically Bright contains no artificial ingredients, synthetic additives and no animal testing or animal ingredients. It is also Kosher and Halal certified.