Tom’s of Maine class action claims ‘natural’ toothpaste contains synthetic chemicals

Tom’s of Maine natural toothpaste class action lawsuit overview: 

• Who: John Daly filed a class action lawsuit against Tom’s of Maine Inc. 
• Why: Daly claims Tom’s of Maine misleads consumers into believing its toothpaste products are natural, despite them allegedly containing synthetic ingredients. 
• Where: The class action lawsuit was filed in the Circuit Court of Cook County, Illinois. 

Tom’s of Maine intentionally mislabels that its toothpaste products are natural when they, in fact, contain synthetic ingredients, a new class action lawsuit alleges. 

Plaintiff John Daly claims Tom’s of Maine toothpaste products that are labeled “natural” actually contain some combination of the synthetic ingredients sorbitol, hydrated silica, xylitol, glycerin and sodium lauryl sulfate. 

Class action claims Tom’s of Maine natural toothpaste misleads customers 

With its allegedly “fraudulent labeling,” Daly argues Tom’s of Maine misleads consumers into purchasing a product that does not provide them with the “benefit of the bargain they paid money for.” 

“As a result of Defendant’s fraudulent labeling, Plaintiff and the Class paid a price premium for a premium natural Product but instead received a non-premium Product with artificial ingredients,” the Tom’s of Maine class action states. 

Daly claims that, in addition to allegedly losing money, consumers are also “deprived of their protected interest to choose the type and quality of products they ingest.” 

Daly wants to represent a nationwide class and Illinois subclass of consumers who have purchased a Tom’s of Maine natural toothpaste product within the past five years. 

He accuses Tom’s of Maine of unjust enrichment and common law fraud, and of violating the Illinois Consumer Fraud and Deceptive Business Practices Act. 

Daly demands a jury trial and requests injunctive relief along with a judgment against Tom’s of Maine “in an amount to be determined at trial.” 

In September, Tom’s of Maine and Colgate-Palmolive urged a federal judge to reverse the certification of a class action lawsuit accusing the companies of falsely advertising some of their toothpaste as deodorant products as “natural.” 

Have you purchased a Tom’s of Maine natural toothpaste product? Let us know in the comments! 

The plaintiff is represented by Steve G. Perry of the Law Offices of Todd M. Friedman, P.C. 

The Tom’s of Maine natural toothpaste class action lawsuit is Daly v. Tom’s of Maine, Inc., Case No. 2022CH11101, in the Circuit Court of Cook County, Illinois. 

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