Tom’s of Maine “Natural” Toothpaste Contains Synthetics Class Action

Tom’s of Maine’s website claims, “Since 1970, our mission has been to help people live a more natural life.” The complaint for this class action alleges that the company therefore “sells a lifestyle as much as anything else.” Tom’s claims to make and sell natural products, including its “natural” toothpaste; but the complaint alleges that this advertising is false since the toothpaste contains non-natural or synthetic ingredients.

A class and a subclass have been defined for this action.

The class for this action is all persons who bought Tom’s of Maine Toothpaste in the US for personal use.

The California Subclass is all those who bought Tom’s of Maine Toothpaste in California between June 8, 2016 and June 8, 2020.

According to the complaint, Tom’s “claims to be a good corporate citizen.” Its website says, “At Tom’s of Maine, we believe you shouldn’t have to choose between effectiveness and a naturally healthy life. For over 45 years, we’ve searched the world for ingredients and combined them in fresh new ways to create natural products that work.”

The complaint quotes the website as saying that Tom and Kate Chappell, the founders of the company, “moved to Maine from Philadelphia in 1968, looking for a healthier, simpler life for their growing family. They discovered the benefits of natural and unprocessed food and started looking for the same qualities in personal care products. But all they found were labels listing artificial flavors, fragrances, sweeteners, colors and preservatives. So they decided to create their own.”

According to the complaint, however, the company violates its own norms: “Tom’s manufactures, markets and advertises that its Toothpaste is all natural; however, its Toothpaste actually contains chemically-processed ingredients.”

Which ingredients are those? The toothpaste contains xylitol and sodium lauryl sulfate (SLS), which the complaint alleges are not natural: “Xylitol is produced from a complex chemical process that involves the use of charcoal, phosphoric acid, calcium oxide and sulfuric acid. SLS is also a chemically-processed ingredient that is mixed with a fatty alcohol before it is converted into its final form.” Therefore, it claims, neither of these can be considered to be “natural” ingredients.

The complaint says that class actions were brought against Tom’s in 2014 for the use of the word “natural” in connection with its products. The complaint says, “While Tom’s paid up to $4.5 million to resolve those cases, the deal allowed Tom’s to keep using “natural” to market its products.” It claims that Tom’s therefore knows the use of the word is both “misleading and profitable.”

The complaint alleges fraud and violations of California state laws, including its Consumers Legal Remedies Act and its Business & Professions Code.

Article Type: Lawsuit
Topic: Consumer

Most Recent Case Event

Tom’s of Maine “Natural” Toothpaste Contains Synthetics Complaint

June 8, 2020

Tom’s of Maine’s website claims, “Since 1970, our mission has been to help people live a more natural life.” The complaint for this class action alleges that the company therefore “sells a lifestyle as much as anything else.” Tom’s claims to make and sell natural products, including its “natural” toothpaste; but the complaint alleges that this advertising is false since the toothpaste contains non-natural or synthetic ingredients.

Tom’s of Maine “Natural” Toothpaste Contains Synthetics Complaint

Case Event History

Tom’s of Maine “Natural” Toothpaste Contains Synthetics Complaint

June 8, 2020

Tom’s of Maine’s website claims, “Since 1970, our mission has been to help people live a more natural life.” The complaint for this class action alleges that the company therefore “sells a lifestyle as much as anything else.” Tom’s claims to make and sell natural products, including its “natural” toothpaste; but the complaint alleges that this advertising is false since the toothpaste contains non-natural or synthetic ingredients.

Tom’s of Maine “Natural” Toothpaste Contains Synthetics Complaint
Tags: All Natural Claims, Deceptive Advertising, Deceptive Labels