Colgate will buy Tom's of Maine

$100m deal may help boost sales of leader in natural products niche

By Chris Reidy, Globe Staff | March 22, 2006

Tom's of Maine -- a niche brand whose renown as a socially responsible maker of natural products exceeds its market share -- is selling itself to Colgate-Palmolive Co. for about $100 million, the company said yesterday.

Best known for toothpaste, Tom's of Maine got its start in 1970 by making a phosphate-free laundry detergent. Over the years, cofounder Tom Chappell, 63, poked fun at major brands like Colgate, saying they put artificial additives in their toothpastes while Tom's of Maine used natural ingredients.

Chappell said he will continue to run the brand from its Kennebunk headquarters. None of the privately held firm's approximately 170 jobs will be lost, he said.

''We'll be a stand-alone subsidiary," said Chappell. ''And we have a commitment from Colgate that our formulas will not be tampered with.

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