The class action lawsuit was brought against Colgate-Palmolive Company and its subsidiary, Tom’s of Maine, Inc. for the deceptive practice of marketing their Tom’s of Maine toothpaste products as “Natural” when they contain non-natural, highly chemically processed ingredients such as Glycerin and Sodium Lauryl Sulfate.
As alleged, glycerin is a chief ingredient in all of the formulations of Tom’s of Maine® toothpastes, including the (1) Whitening, (2) Multi-benefit, (3) Fresh Breath, (4) Anticavity, (5) Sensitive, (6) Children’s, (7) Fluoride-Free and (8) SLSFree product lines. Sodium Lauryl Sulfate is a chief ingredient in all formulations but the SLSFree product line, which explicitly eliminated Sodium Lauryl Sulfate, or SLS, from the formula.
As alleged, Glycerin is a factory-produced texturizer that is created by complex processing and does not occur in nature. It is commonly used in processed foods as a sugar substitute, filler and thickening agent.
Sodium lauryl sulfate is factory-produced foaming agent that is created by complex processing and also does not occur in nature. It is commonly used in hygiene and cleaning products as a thickening and foaming agent in shampoos, dishwashing liquids, and laundry detergents.