Clean Alternative to Tom's of Maine — 5 Independent Brands

Tom's of Maine was a pioneer in natural personal care. Founded in 1970 in Kennebunk, Maine, it was one of the first companies to bring natural toothpaste, deodorant, and soap to mainstream retail. For decades, Tom's was the default recommendation for anyone looking to avoid conventional oral care chemicals. Then Colgate-Palmolive acquired the company in 2006 for $100 million.

Since the acquisition, Tom's has faced several quality concerns. In 2024, an FDA inspection found bacteria and mold at their manufacturing facility. The brand that once symbolized natural purity now operates under the same corporate umbrella as conventional Colgate toothpaste.

Why People Are Switching

• Colgate-Palmolive ownership: Tom's is now a subsidiary of one of the world's largest conventional oral care companies. Colgate's core business is mass-market toothpaste with synthetic ingredients — the very products Tom's was founded to replace
• Manufacturing quality issues: A 2024 FDA inspection documented bacteria and mold at a Tom's of Maine facility, raising questions about quality control under corporate management
• Packaging controversies: Tom's switched from recyclable aluminum tubes to plastic packaging (later reversed after consumer backlash), demonstrating how corporate cost-optimization can override the brand's original values

The Best Clean Alternatives

RiseWell

• What they make: Hydroxyapatite toothpaste and oral care products
• Why they're better: Pioneered hydroxyapatite toothpaste in North America — a mineral-based alternative to fluoride that remineralizes teeth naturally. Family-founded with a focus on ingredient safety and efficacy
• Ownership: Independently owned, family-founded
• Price range: $$$

Davids Natural Toothpaste

• What they make: Premium natural toothpaste in recyclable metal tubes
• Why they're better: Made in the USA with only the highest-grade ingredients. Comes in a recyclable metal tube (the packaging Tom's abandoned). No SLS, fluoride, sulfates, or artificial flavors. EWG Verified
• Ownership: Independently owned
• Price range: $$$

Boka

• What they make: Nano-hydroxyapatite toothpaste and oral care
• Why they're better: Uses nano-hydroxyapatite (n-Ha), a biocompatible mineral that is the primary building block of tooth enamel. Backed by decades of research and used as the standard of care in Japan. Free from SLS, parabens, and artificial colors
• Ownership: Independently owned
• Price range: $$

Bite

• What they make: Toothpaste tablets, mouthwash, and zero-waste oral care
• Why they're better: Eliminated the tube entirely with dry toothpaste tablets. Zero-waste packaging in glass jars with refillable subscriptions. No water in the formula means no preservatives needed. Clean ingredients with no SLS, sulfates, or artificial sweeteners
• Ownership: Independently owned
• Price range: $$

Earthpaste

• What they make: Minimalist clay-based toothpaste
• Why they're better: Made by Redmond (the Real Salt company) with just five ingredients: purified water, Redmond clay, Real Salt, xylitol, and essential oils. No glycerin, SLS, fluoride, or artificial anything. About as simple as toothpaste can get
• Ownership: Independently owned by Redmond Life
• Price range: $

What to Look For

When choosing a Tom's of Maine alternative:

• Hydroxyapatite vs. fluoride — If you're avoiding fluoride, hydroxyapatite (n-Ha) is the most evidence-backed natural alternative for remineralizing enamel
• Tube material — Metal tubes are recyclable; most plastic tubes are not. Toothpaste tablets eliminate the tube entirely
• Short ingredient lists — Good toothpaste doesn't need 20+ ingredients. The simpler the formula, the less there is to worry about

The Bottom Line

Tom's of Maine built the category of natural oral care. But under Colgate-Palmolive's ownership, the brand's independence, quality control, and packaging integrity have all come into question. The oral care brands listed here represent the next generation of clean toothpaste — founded by people who believe in the products, backed by modern dental science, and free from corporate compromise.

Tom's of Maine is a registered trademark of Colgate-Palmolive. Clean Lifestyle Directory is not affiliated with Tom's of Maine or Colgate-Palmolive.