Product Review
Tom's of Maine Wicked Cool! Fluoride Free Toothpaste


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We believe what's inside matters.
All of us at Tom's of Maine share a passion for quality and natural goodness that stretches back over 40 years. Our personal care products are made only of ingredients derived from nature. That means no artificial colors, flavors, fragrances, preservatives, animal ingredients or animal testing. You deserve the peace of mind that comes with knowing that the products you choose work and are made by a company that shares your values. We’re proud of our ingredients and want you to know about each one, including its purpose and source. The image on the left shows you the I. P. S. for Men's Long-Lasting Deodorant.
Wicked Cool Fluoride-Free Children's Toothpaste
NEW Wicked Cool! fluoride-free toothpaste features a mild mint flavor for kids who have outgrown fruit or bubblegum flavors but don't like the strong mint flavors found in many adult toothpastes. Wicked Cool! cleans gently and freshens breath. And like all Tom's toothpastes, it has no artificial dyes, sweeteners or flavors. We produce this toothpaste without fluoride because we respect our customers' diverse needs and interests.
We share every Ingredient, its Purpose, and its Source (I. P. S. )
We’re proud of our ingredients and want you to know about each one, including its purpose and source. The image on the left shows you the I. P. S. for Men's Long-Lasting Deodorant.
A little bit more about us.
We first pioneered our idea of natural, sustainable and responsible personal care products back in 1970. From toothpaste and mouthwash to deodorant and bar soaps, our love of nature inspires every product we create. Tom’s of Maine has sponsored hundreds of nonprofit efforts by giving back 10% of our profits. Our employees’ ideas for improving sustainable standards are critical to the responsible way we do business. And our partnerships with customers, suppliers and community groups allow us to do even more to make a difference for people and the planet.

What makes a product naturally good?
- At Tom’s, it includes how we make it.
- No animal testing or animal ingredients.
- We share every ingredient, its purpose, and its source.
- Sustainable products are a priority in every aspect of our business.
- No artificial colors, flavors, fragrance of preservatives.
- We strive to maximize recycled content and recyclability of our packaging.
- 5% (12 days) of employee time to volunteering.
- 10% of all profits to human and environmental goodness.
Did you know
Tom’s of Maine is a leading natural products company focused on oral and personal care carrying high quality toothpaste, mouthwash, dental floss, deodorant and bar soap products.
Product Comparison Chart | ![]() View larger Wicked Cool Fluoride Free | ![]() View larger Wicked Cool Anti-Cavity | ![]() View larger Outrageous Orange-Mango | ![]() View larger Silly Strawberry Fluoride Free | ![]() View larger Silly Strawberry Anti-Cavity |
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Fights cavities | ✓ | ✓ | ✓ | ||
Freshens breath | ✓ | ✓ | |||
No dyes | ✓ | ✓ | ✓ | ✓ | ✓ |
No artificial preservatives | ✓ | ✓ | ✓ | ✓ | ✓ |
no artificial sweeteners | ✓ | ✓ | ✓ | ✓ | ✓ |
No artificial flavors | ✓ | ✓ | ✓ | ✓ | ✓ |
ADA approved | ✓ | ✓ | ✓ |