Natural. Since 1970. ADA accepted. American Dental Association. Fights cavities. Fresh breath. What makes a product good? At Tom's it includes how we make it. Cruelty free. No animal testing or animal ingredients. I.P.S. We share every ingredient, its purpose, and its source. Sustainable practices are a priority in every aspect of our business. No artificial colors, flavors, fragrance, or preservatives. We strive to maximize recycled content and recyclability of our packaging. 5% (12 days) of employee time to volunteering. 10% of profits to human and environmental goodness. Tom's of Maine goodness day. You asked - we listened! This tube is easier to use than our previous tube. The ADA Council on Scientific Affairs' Acceptance of Tom's of Maine Natural Cavity Protection Fluoride Toothpaste is based on its finding that the product is effective in helping to prevent and reduce tooth decay, when used as directed. 100% recycled paperboard. Printed with soy ink.