This class action alleges that Tom’s of Maine violates state consumer protection laws by labeling its toothpaste and deodorant and other personal care products as “Natural” when in fact the products contain synthetic chemicals.
Tom’s of Maine made its name by offering all natural personal care products to consumers. It was bought by Colgate-Palmolive Company in 2006 and now operates as a division within the large company.
This is not the first class action against the company. In 2015, Tom’s of Maine settled a class action based upon similar facts. Specifically, Tom’s of Maine agreed to pay 4.5 million for labeling similar (indeed at times the exact same as the new lawsuit) products as natural when in fact those products had synthetic ingredients. A consumer had to make a purchase before September 23, 2015 in that first case.
This new lawsuit seeks redress for Tom’s of Maine’s labeling practice since that first settlement. At base, it alleges that most of the products claimed are labeled as “natural” but in fact each contain highly processed or synthetic ingredients including all or a combination od some of the following synthetic ingredients: sodium lauryl sulfate, potassium nitrate, xylitol, sorbitol, glycerin, xanthan gum, and/or sodium cocoyl glutamate.