Tom’s of Maine is introducing a hydroxyapatite toothpaste, extending its naturally derived oral-care range as shoppers seek fluoride-free sensitivity solutions.
Tom’s of Maine is expanding its oral-care range with Hydroxyapatite Toothpaste, a fluoride-free product formulated with naturally derived arginine, calcium carbonate and hydroxyapatite. The toothpaste is designed to address sensitivity while also removing surface stains, placing a mineral associated with tooth enamel at the centre of the formula. For Tom’s, the product broadens the options available within a natural personal-care portfolio built around naturally sourced and derived ingredients.
The toothpaste reflects a specific shift in oral care towards fluoride-free alternatives, while retaining functions commonly associated with conventional toothpaste. Tom’s of Maine says arginine and calcium carbonate work together to reduce hypersensitivity, and that calcium carbonate also supports whitening by removing surface stains. Hydroxyapatite, described by the company as the primary mineral that makes up tooth enamel, adds another point of differentiation to the formula.
Hydroxyapatite Toothpaste is fluoride-free and SLS-free, and is made without artificial flavours, sweeteners, dyes or potassium nitrate. The formula is vegan and gluten-free, and the initial Gentle Mint version is available through Amazon.com in a 4.4-ounce pack. Tom’s of Maine lists a manufacturer’s suggested retail price of $11.99, with availability scheduled to expand to additional retailers in 2027.
The product also preserves several elements associated with Tom’s of Maine’s established positioning. The company has made personal-care products for more than 50 years and identifies naturally derived ingredients as a continuing part of its approach. Its product range includes toothpaste, deodorant, mouthwash, bar soap, dental floss and toothbrushes, making the new formula an extension of an existing oral-care presence rather than a move into an unrelated category.
By combining sensitivity relief, surface-stain removal and a fluoride-free formulation, Tom’s of Maine is targeting shoppers looking for a different set of ingredient and performance attributes in everyday toothpaste. The product gives the brand a way to participate in that segment while maintaining its focus on naturally derived ingredients and personal-care functionality. Its planned expansion beyond Amazon.com will determine how broadly the offer reaches the wider retail market.
