Natural. Since 1970. Antiplaque. Whitening. Fresh breath. Helps fight tartar. No artificial dyes or sweeteners. What makes a product good? At Tom's, it includes how we make it. No animal testing or animal ingredients. No artificial colors, flavors, fragrance, or preservatives. We strive to maximize recycled content and recyclability of our packaging. 5% (12 days) of employee time to volunteering. 10% of profits go to human and environmental goodness.Embrace the Power of Mother Nature! At Tom's of Maine that means authentic and effective naturally sourced ingredients. We use zinc citrate sourced from zinc - a naturally occurring mineral - and xylitol, a natural ingredient derived from birch trees or corn. Plus, natural flavoring for a taste that will make you look forward to brushing! Fluoride-free formula: Some people do not want fluoride in their toothpaste. We produce this toothpaste without fluoride because we respect our customers' diverse needs and interests. Helps prevent plaque and tartar buildup with regular brushing.