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Shop Your Values: How Tom’s of Maine is Doing Right by People and the Planet

By: Brandpoint

March 12, 2025 at 16:33 PM EDT

(BPT) - If you want to do right by the planet and help make a difference, you can choose brands that align with your values - whether it's sustainability, waste reduction, social responsibility, or all of the above. Every purchase is a chance to support what matters to you.

Before you buy, take the time to do a little research on companies you shop from, so your purchasing decisions reflect who you are and what you care about most. Look for brands that demonstrate a concerted effort to help the planet.

A commitment to the planet

One company that has taken positive steps toward a more sustainable future is Tom's of Maine. Along with their natural oral care and personal care products, including their well-known toothpaste, mouthwash, soaps, and deodorant, the brand champions doing right by the planet.

"A thriving planet is essential for everyone," said Cristiane Martini, Vice President and General Manager of Tom's of Maine and North America Sustainability. "That's why we've committed to responsible ingredient sourcing, reducing waste, and alternative packaging options. Every choice we make considers the long-term health of the environment."

Here are some of the ways Tom's of Maine is taking action:

Reducing emissions and waste

Tom's of Maine has a goal of net zero greenhouse gas emissions by 2040, and has already procured 100% renewable electricity at their Sanford Manufacturing Plant. The company achieved TRUE^® certification for zero waste at their Sanford plant in 2024, which means 90% of their solid, non-hazardous waste is diverted from landfills, incineration (waste-to-energy), and the environment.

Plastic circularity

Imagine if your personal care products were made from last week's yogurt cup? Well, Tom's of Maine has made that a reality. While traditional deodorant packaging is made of virgin plastic, Tom's of Maine redesigned the product to create a barrel made from 100% recycled material.

Tom's of Maine is also working to reduce waste and make personal care products easier to recycle. In 2019, the company launched the first-of-its-kind recyclable toothpaste tube, designed to help keep tubes out of landfills and give them a second life. The company joined forces with Repurpose Global and The Recycling Partnership to expand access to recycling in communities that currently lack the necessary infrastructure.

"We're working toward a more circular future where the plastic we put into the market is recycled," said Michelle Waring, Steward for Sustainability and Everyday Good at Tom's of Maine. "And we hope our actions will challenge others in the industry to advance their sustainability goals too."

Tom's of Maine's sustainability goals

The company's environmental goals are ambitious, reflecting their desire to effect real change.

• By 2025: Create alternative solutions in each product category that lead to plastic reductions, and support recycling collection efforts leading to recycling of an equivalent amount of plastic that they put into the market.

• By 2030: Use 100% sustainably sourced material including recycled content, certified sustainable fiber or biobased plastic.

• By 2040: Achieve net zero GHG emissions.

"We believe everyday actions create a positive impact for people and the planet," said Waring. "That's why we continue striving toward these sustainability goals and thoughtfully design all our products to be natural, and effective."

What B Corp certification means

One thing to look for when seeking more environmentally responsible brands to shop from is whether they are B Corp certified, a distinction Tom's of Maine has upheld since 2019. To achieve B Corp certification, a company undergoes a review of its social and environmental impact to meet standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. This continued commitment demonstrates the philosophy and driving force behind the people and products at Tom's of Maine.

"This certification reinforces our commitment to making business decisions that benefit everyone - from our consumers and employees to the communities we serve and the planet we all share," said Rob Robinson, Director of Brand Impact at Tom's of Maine.

What you can do

Making the world a better place starts with small, intentional choices - like choosing products with recyclable packaging and supporting brands that share your values. By consciously shopping from companies that prioritize the planet, you can help drive change. And with brands like Tom's of Maine, you can be confident you're choosing natural products that work.

Tom's of Maine lives this commitment by reinvesting 10% of its annual profits into nonprofit organizations that are doing good in their community. For example, one of the brand's programs is "Get into Nature," a partnership with the National Recreation Foundation (NRF) that works to create more equitable access to outdoor recreation and foster deeper connections with nature across the United States. The program has supported over 80 local organizations, and the next cohort for the "Get into Nature" program will be announced in April 2025.

With Tom's of Maine, every purchase contributes to actively supporting organizations working toward a healthier planet.

To learn more about Tom's of Maine's sustainability efforts, read the Tom's of Maine Goodness Report, or visit TomsOfMaine.com.

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Shop Your Values: How Tom’s of Maine is Doing Right by People and the Planet

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