Tom's of Maine

Tom's of Maine was founded in 1970 by Tom and Kate Chappell in Kennebunk, Maine, with a small loan and a belief in natural care; Colgate-Palmolive has owned it since 2006.

The brand says it makes effective natural products with no artificial flavors, fragrances, or preservatives, and gives 10 percent of profits to good causes.

It sells fluoride and fluoride-free toothpaste, deodorant, mouthwash, and bar soap made from naturally derived ingredients.

Naturally derived formulas, recyclable toothpaste tubes, and the long-running giving program are the strengths; the gap is that environmental reporting largely rolls up into Colgate's corporate disclosures.