Tom’s of Maine’s Hydroxyapatite Toothpaste Relieves Sensitivity

As the colder weather sets in, consumers are seeking hearty dishes. But comfort food consumption is coming with uncomfortable consequences to teeth.

According to Shilpa Nayak, senior director, Growth & Innovation, Tom’s of Maine, food and beverages, specifically, sugary, starchy and acidic, are the top culprits for eroded enamel, in addition to teeth grinding, medication and the acid reflux that can come from late-night and fast-paced eating and snacking. This weakening enamel can lead to potential oral health concerns from discoloration to cavities and sensitivity overtime.

Hydroxyapatite is the primary mineral that makes up tooth enamel and is the star ingredient and the name of Tom’s of Maine’s newest innovation: Hydroxyapatite Toothpaste.

“Our anti-sensitivity toothpaste provides fast relief from discomfort caused by cold or hot drinks, sweets, acidic foods, or even contact,” said Nayak. “With continued use, this formula forms a lasting, protective seal over sensitive teeth. It also rapidly blocks pain pathways.”

A dab of the toothpaste can be applied directly to the sensitive tooth with the fingertip and gently massaged for one minute for rapid relief.

Hero Ingredients

Tom’s of Maine, a certified B Corp oral care brand owned by Colgate-Palmolive, defines naturally derived ingredients as those that have been modified from their original state through additional processing, aimed to improve the ingredient’s safety or efficacy. Through the brand’s Stewardship Model, it reviews the starting materials and the processing steps used to obtain the ingredients used.

“Calcium carbonate and arginine work together to form a lasting, protective seal over sensitive teeth and rebuilds sensitive spots by filling tiny, microscopic holes with regular use,” said Nayak. “Together, arginine, a naturally derived amino acid, and calcium carbonate, a naturally derived mineral, work to reduce hypersensitivity. Calcium carbonate also helps to whiten teeth.”

She added several factors can contribute to hypersensitivity, including receding gums, negligent brushing, diet, grinding and even inherent susceptibility.

The fluoride-free, SLS-free formula is vegan, gluten-free and made without artificial flavors, sweeteners, dyes or potassium nitrate. With continued use over time, the Hydroxyapatite formula naturally brightens enamel.

Tom’s of Maine Hydroxyapatite Toothpaste is available in Gentle Mint flavor on Amazon with availability expanding to additional retailers in 2027.

Learn more about the brand’s whitening toothpastes launched earlier this year here.