In response to this consumer curiosity, an increasing number of brands have released ‘green’ deodorant options that are free of ingredients like aluminum.
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There’s been increased interest in natural deodorant in recent years as consumers eye options that are better for them — and for the planet.
In response to this consumer curiosity, an increasing number of brands have released ‘green’ deodorant options that are free of ingredients like aluminum. Tom’s of Maine is among the companies that have launched a new lineup of natural deodorants.
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We caught up with Cristiane Martini, general manager for the brand, to learn more:
Q: For those who aren’t familiar, what is Tom’s of Maine?
A: Tom’s of Maine is a certified B Corp. that has been making natural, safe and effective personal care products for 50 years. It all began when Tom and Kate Chappell moved to Maine in 1968 looking for a healthier, simpler life for their growing family. And when they couldn’t find personal care products that were free from artificial flavours, fragrances, sweeteners, colours and preservatives, they decided to make their own.
Tom’s of Maine products — including toothpaste, deodorant, mouthwash, bar soap, dental floss and toothbrushes — are made from naturally sourced and naturally derived ingredients and not tested on animals. Tom’s of Maine is committed to upholding a purpose-driven business and has a longstanding commitment to supporting nature and healthy families. All of Tom’s products are cruelty-free and most products are vegan, kosher, halal-certified and gluten-free.
Q: What makes it unique?
A: At Tom’s of Maine, our mission is Do Good. For Real. We made our mark by making great, natural products people use every day. But what is most important to us? For over 50 years we have been working to make a positive impact in the world. As a certified B Corp. we hold ourselves to the highest social and environmental standards and commit to make business a force for good.
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One example is that we donate 10 per cent of our annual profits every year to organizations that are doing good in their communities. We recently announced a new donation to the Canadian charity Water First. Our funding will support their work to address water challenges in Indigenous communities across Canada through education, training and collaboration.
Q: What’s new for the spring-summer?
A: We have an all new lineup of Tom’s of Maine deodorant and antiperspirant. The new Tom’s of Maine deodorant and antiperspirant line is not tested on animals and is free from dyes, parabens and phthalates, baking soda, and artificial fragrances and preservatives. The deodorant is aluminum-free, designed for smooth glide and to go on clear, and is made with naturally sourced and derived moisture-locking ingredients and aloe vera. The antiperspirant provides extra effective 48-hour odour and sweat protection. All products come in a modern container made with 100 per cent recycled plastic.
Q: Who is the target customer?
A: Our new deodorant line is designed for everyone. With gender neutral offerings becoming more common in the natural deodorant space, we love that people feel welcomed to purchase the product and fragrance that works best for them, and not restricted by outdated notions of ‘male’ or ‘female’ fragrances. We offer a spectrum of amazing fragrances for anyone to choose from, and everyone should pick the scent that they like best.
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Q: Are there any misconceptions around deodorant or antiperspirant?
A: A common misconception is that all natural deodorants have a white cast that transfers to clothing, our new deodorant formula is designed to go on clear. While people sometimes doubt the effectiveness of natural deodorant, Tom’s of Maine deodorant and antiperspirant deodorant provides odour and wetness protection.
Q: And where can people learn more?
A: People can learn more about Tom’s of Maine and our commitment to doing good, for real, on our website: Tomsofmaine.ca.
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