Tom's of Maine toothpasteTom’s of Maine toothpaste is not “natural” as the company advertises, a class action lawsuit alleges.

A group of eight plaintiffs have filed a deceptive marketing class action lawsuit against Colgate-Palmolive Company and its subsidiary Tom’s of Maine because the Tom’s of Maine toothpaste allegedly includes highly chemically processed ingredients, which are not natural.

These ingredients include glycerin and sodium lauryl sulfate (SLS). “Glycerin is a chief ingredient in all of the formulations of Tom’s of Maine toothpastes,” the false advertising class action lawsuit states.

This is allegedly true of the Tom’s of Maine Whitening, Multi-Benefit, Fresh Breath, Anticavity, Sensitive, Children’s Flouride-Free and SLS-Free toothpastes. SLS is one of the main ingredients in all of the toothpaste products except the specific SLS-free product line.

According to the Tom’s of Maine class action lawsuit, “the term ‘natural’ only applies to those products that contain no unnatural or synthetic ingredients and consist entirely of ingredients that are only minimally processed.”

However, the plaintiffs allege that the term “natural” was used by Tom’s of Maine to create “consumer confusion.”

“Plaintiffs allege that [Tom’s of Maine] dishonestly described certain products as being ‘natural’ when, in fact, they were not,” the class action lawsuit claims.

According to the deceptive marketing class action lawsuit, “the term ‘natural’ was clear and prominent on the packaging and advertising of products.”

For example, the term “natural” is allegedly used on the packaging of Tom’s of Maine Silly Strawberry flavor toothpaste for kids five times in phrases such as “natural children’s toothpaste” and “natural fruit flavor.”

According to the Tom’s of Maine class action lawsuit, non-natural and chemically processed ingredients such as glycerin and sodium lauryl sulfate are ingredients commonly found in “household products, such as dishwashing liquids and shampoos, which people would not willingly put into their mouths, let alone ingest,” which can allegedly be the case with children who are learning how to brush their teeth.

“Glycerin is a factory-produced texturizer that is created by complex processing and does not occur in nature,” the class action lawsuit explains. “Sodium lauryl sulfate is factory-produced foaming agent that is created by complex processing and also does not occur in nature.” It is a common ingredient in shampoos, dishwashing soaps and laundry detergents.

According to the class action lawsuit, Tom’s of Maine customers have paid a premium price for its toothpaste because of the “natural” claim, which cost about $4.00 to $6.00 compared with mainstream brands like Crest, Oragel and Arm & Hammer, which start at $2.00 per tube of toothpaste.

The Tom’s of Maine natural class action lawsuit alleges that Colgate and Tom’s of Maine have violated consumer protection laws in all 50 states as well as the federal Food, Drug and Cosmetic Act.

The false advertising class action lawsuit named three plaintiffs — Falosha Martin, Sonia Severino, and Lichun Huo — and five “John Does” from New Jersey, Pennsylvania, Florida, Texas, and Illinois. The plaintiffs are looking to represent a nationwide class of Tom’s of Maine customers as well as any subclasses the court decides are necessary.

The plaintiffs are represented by C.K. Lee of the Lee Litigation Group, PLLC.

There is no attorney information available for the defendants at this time.

The Tom’s of Maine False Advertising Lawsuit is Falosha Martin et al. v. Colgate-Palmolive Company, Case No. cv-15-1214, filed in the U.S. District Court for the Eastern District of New York.

UPDATE: Instructions on how to file a claim for the Tom’s of Maine class action settlement are now available! Click here or visit www.TomsProductsClassAction.com for details.

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22 Comments

  • WeRstillNotFree DamiT September 3, 2021

    Been using Tom’s of Main since 1977 haLo¡! Its wen we bcam veg found out wat hotdogs wer GrownUpsayKiLing izBAD so y R day doing this i sed to myself athe time I found out.. ADULTS R STUPiDumb y theyr LabeLd NOT STUPiDumb hm.. LOOK UP DULT..

  • Cheryl Pipkin May 13, 2021

    Please add me. We have used Tom’s a number of times for months thinking it was natural and better for us.

  • Janet L Schubert July 1, 2018

    Switch to Dr. Bronners. Quickly.

    • WeRstillNotFree DamiT September 3, 2021

      ThQ will try, i use to use their glycerin liquid soap wen I was 5 n up. My favorite Almond scent. Butheyv gotn SO XPENSiV nothe good great price day use²b sad.. Use to pay justhree$ for it nevremembr a toothpaste tho ONLy their body soap n reading it ALOT WEN THEiR was NOTHing ELS²DO =)P smiLes FuNee.. Lernd sOmuch from DrBronrs Writings on it.. GoodMan GoodRabeye.. SO SADAThe WORLDuz NOT FOLOW hm.. Theyv TAKEN HiS EMBARRASing WriTings AWAY so the NewGeneration of his family hav chozen²cawz its odity n embarassmente Sad.. ALways d Case same o sameOL story of evry generation OD strange SUSPiSiOUS PATRN VERY UnNaTuRaL hm..

  • Jaclyn Warren November 23, 2017

    Im confused, laureth sulfate comes from the sap of the laurel tree and glycerin comes from wheat plant derivatives… Where’s that not natural? At least there is not sodium saccharin or other cancer causing chemical that would be harmful to brush our teeth with

  • De September 6, 2017

    Just don’t buy the toothpaste. You are deceived everyday by something, this isn’t any different.

  • Tameka July 3, 2017

    Omg!! I’ve been using this toothpaste for years believing it was all natural.

  • Tina October 9, 2015

    I only get Toms fluoride free toothpaste. Majority of their toothpaste say natural, but has fluoride in it. I hope the fluoride free is really natural.

  • Top Class Actions October 1, 2015

    UPDATE: Instructions on how to file a claim for the Tom’s of Maine class action settlement are now available! Click here or visit http://www.TomsProductsClassAction.com for details.

  • Carolee September 30, 2015

    I have used this as well, and want to sign up.

  • mia August 26, 2015

    I would like more info on where to file for this lawsuit. Or do I need to start a class action? I am so mad and disappointed I could cry. Not to mention that I have been getting sick lately and there is a lot of chlorine in the water here. so this stupid toothpaste has been killing me.

  • Matt Hammock May 3, 2015

    These people are straight attacking us!!!! Under common law- they could all be round up, then hung!!!

  • Sherry Bentley March 20, 2015

    I have used Toms because it said natural

  • Sherry Bentley March 20, 2015

    Sign me up please

  • james ballesteros March 20, 2015

    sign me up please

  • Dawn Barajas March 18, 2015

    I’ve used Tom’s of Maine products how do I get included in this lawsuit?

  • Jann B March 18, 2015

    we have use Toms of Maine for years along with their mouthwash. how do we get included?

  • LL March 18, 2015

    I have purchased many of Tom’s of Maine toothpastes for years, under the pretense that it was natural. How do I sign up?

  • julia richardson March 17, 2015

    howdo isign up

  • julia richardson March 17, 2015

    how do i sign up

  • Becky March 17, 2015

    I have purchased many of toms tooth paste and all still do. I would like more information on this lawsuit.

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