Tom’s of Maine, Inc. is on the receiving end of a proposed class action in which a consumer claims the company has falsely labeled its toothpaste as “all natural” when the product contains chemically processed ingredients. Tom’s of Maine’s website claims, “Since 1970, our mission has been to help people live a more natural life.” The complaint for this class action alleges that the company therefore “sells a lifestyle as much as anything else.” Tom’s of Maine (Tom’s) continues to make news as it litigates class actions regarding its “natural” products. The complaint notes that separate class actions were filed in 2014 against the defendant challenging its use of the word “natural” as it pertains to toothpaste products. Find the toothbrush, toothpaste, floss or mouthwash that's right for you. Citing the company’s mission to “help people live a more natural life,” the 24-page complaint out of California states that Tom’s makes itself out to be a “good … We remain committed to meeting the growing demand for safe, effective, natural personal care products, providing jobs in Maine, and continuing to invest in communities throughout the country through our decades long 10% of profits donated policy. We’ve become a leading natural care brand because we follow these standards producing quality natural products that contain no artificial ingredients, colors, flavors, preservatives, sweeteners, dyes, fragrances or animal ingredients, and no animal testing. The consumer fraud class action lawsuit seeks to represent a class of individuals in the United States who purchased Tom' of Maine toothpaste and a … Get class action lawsuit news sent to your inbox – sign up for ClassAction.org’s newsletter here. December 16, 2019. New to ClassAction.org? Follow Article. ClassAction.org is a group of online professionals (designers, developers and writers) with years of experience in the legal industry. Three years ago, Tom’s of Maine settled a class action lawsuit making similar claims, and as part of the settlement, agreed to cease advertising … None of that changes with this settlement. Importantly, the settlement does not require any changes to our products or the way we describe them, including the use of the term natural on our packaging. For more of TINA.org’s coverage of the marketing of toothpastes, click here. Learn more about our stewardship model and our commitment to natural ingredients. A federal judge has ruled that Colgate-Palmolive must face a lawsuit regarding misleading labelling of its Tom’s of Maine products citing them as ‘natural’, according to a report by Reuters. 8:20-cv-01036, in the U.S. District Court for the Central District of California. 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