Tom’s of Maine, the venerable leader in natural personal care, has rolled out a line with a new ingredient story line: prebiotics.
 
The brand has launched what it is calling a first-of-its-kind line of natural Prebiotic Personal Care products. Products include the cornerstone of the brand— toothpaste, deodorant, bar soap and but also liquid hand soap, which is new to the personal care company that is owned by Colgate-Palmolive.
 
The time is ripe for Tom’s to enter the prebiotics space, a personal care category seems to offer plenty of room for growth.
 
According to a recent survey conducted by PSB Research on behalf of Tom’s of Maine, more than half of Americans believe the gut could benefit from a healthy balance of good and bad bacteria, but significantly fewer realize other areas of the body like the skin (40%) and mouth (37%) need this balance. 
 
“We know most people appreciate the importance of balancing the bacteria in the gut, but often don’t realize there are other unique microbiomes across the body to support, as well,” said Justin Boudrow, personal care brand manager at Tom’s of Maine. 
 
“The truth is, not all bacteria are bad for you. In fact, killing all bacteria may do more harm than good. Our first-of-its-kind Tom’s of Maine Prebiotic Personal Care line is scientifically formulated with prebiotic nutrients that selectively feed the good bacteria you already have, to promote a healthy balance,” he said.
 
Tom’s of Maine is marking its 50th anniversary this year, and Boudrow pointed to that track record when speaking to Happi about the line’s development.
 
“Tom’s of Maine has always been a leader in innovation, and we’ve been studying the benefits of supporting ‘good bacteria’ in personal care for several years,” he said. Tom’s of Maine Prebiotic products are designed to keep the mouth, underarms, or skin clean and fresh. What’s different is that each features a prebiotic nutrient that selectively feeds remaining good bacteria, helping to promote the growth of a healthier balance of bacteria.
 
Key ingredients in the new range include prebiotic fiber inulin derived from chicory root and agave, and xylitol derived from birch bark and corn. 
 
The Prebiotic Personal Care range which is available at Target, Amazon, CVS, Whole Foods and other select retailers nationwide, includes four products.
 
The toothpaste feeds good bacteria in the mouth such as S. salivarius, while helping to reduce odors associated with bad breath in two flavors (peppermint and spearmint).
 
The deodorant features xylitol and vegan yogurt extract in a formula that delivers 48-hour odor protection in three scents (Soft Rose, Fresh Apple and Clean Coast).
 
Tom’s Prebiotic Body Wash & Bar Soaps are sulfate-free formulas that retain skin’s natural moisture and gently cleanse. The washes are offered in Fresh Apple, Gentle Lavender, Soft Rose and Blood Orange scents. The bar soap, which uses Rainforest Alliance Certified palm oil, comes in Fresh Apple and Soft Rose.
 
Lastly, Tom’s has added Prebiotic Liquid Hand Soap, its first liquid hand wash. This soap helps support the growth of good bacteria found on hands and palms, while retaining skin’s natural moisture, according to the company. And the range’s unique scents are available in this product, too (Fresh Apple, Gentle Lavender, Soft Rose, Blood Orange, and Peppermint).
 
In addition, Tom’s has tapped actress Ellie Kemper— best known for her role as Erin (the receptionist) on The Office— help promote the line.