Tom’s of Maine is introducing a new whitening technology for teeth. The Certified B Corp oral care brand is rolling out Whiten+ Deep Clean and fluoride-free Whiten+ Coconut Oil.

Whiten+ Deep Clean is available in peppermint and spearmint. It is an anticavity toothpaste with a gel-like texture. Naturally-derived micro-polishers work to prevent stains and remove 95% of existing stains caused by tea, coffee and wine in two weeks with twice-daily brushing, according to the company.

Whiten+ Coconut Oil, available in gentle mint, is a fluoride-free option with the same benefits and is enamel safe.

‘Efficacious and Efficient’ Whitening Solutions

All three vegan formulas whiten teeth without causing sensitivity and are formulated without sodium lauryl sulfate (SLS), peroxide and artificial flavors and dyes. The toothpastes are packaged in fully recyclable tubes.

The formulas were five years in the making, according to Wilbens Josias, a senior principal scientist at Colgate-Palmolive. They are the result of several iterations with the goal to make whitening solutions more efficacious and efficient.

“For 50 years Tom’s has been developing products for consumers who are looking for natural solutions to live their best life,” said Josias. “Whitening Plus is a naturally-derived whitening solution for our consumers that is enamel safe,” he told Happi.

For optimum results, Josias noted that good brushing habits include twice-daily brushing and replacing toothbrushes every three months per the American Dental Association guidelines.

Tom’s of Maine’s new Whitening+ Deep Clean and Coconut Oil formulas replace the brand’s current offerings, which include Luminous White, Botanically Bright and Simply White.

Tom’s of Maine’s Whiten+ Deep Clean and Whiten+ Coconut Oil are sold at Amazon, Target, Walmart and major supermarkets and drug stores for $5.99.