Fluoride-free. Sls-free. Gently whitens teeth. Safe for enamel. Safe for everyday use. With plant-based activated charcoal. Since 1970. New! What's Inside Matters: We've been making safe and effective natural personal care products for you and your family since 1970! It all started when Tom and Kate Chappell moved to Maine. They couldn't find natural products for their children that supported their healthy lifestyle, so they made their own. This passion and pioneering spirit lives on at Tom's of Maine today. Our Stewardship Model, with standards for natural, sustainable, and responsible, guides every decision we make about our ingredients, processing, and packaging. To learn more about our Stewardship Model, and what natural means at Tom's of Maine visit www.tomsofmaine.com. What makes a product natural and good? At Tom's, it includes how we make it. No animal testing. We share every ingredient, its purpose, and it's source at www.tomsofmaine.com. Sustainable practices are a priority in every aspect of our business. 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 to human and environmental goodness. Tom's of Maine Activated Charcoal toothpaste, with naturally derived silica and activated charcoal, is designed to gently clean and restore your teeth to their natural color. It fights tartar build-up with regular brushing, and is safe for enamel and everyday use. Activated charcoal adds a gentleness benefit to our whitening formula. The cool sweetness of peppermint freshens breath. Gluten-free. 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. www.tomsofmaine.com. Printed with soy ink. Certified 100% recycled paperboard. TerraCycle: Goodness = less in landfills. Recycle Tom's of Maine and other packaging through the TerraCycle collection program and earn rewards for your favorite nonprofit or school. Visit www.tomsofmaine.com/terracycle to learn how.