PODCAST 220: Tom’s of Maine Sustainability Claims Suit

Sustainability has become a beauty industry buzzword. Consider how often we’ve seen beauty brands claim to be sustainable because they use natural ingredients. But the claims are much more than that.

In this episode, Lorraine Dallmeier, certified environmentalist, biologist and CEO of Formula Botanica, takes a deep dive into sustainability claims.

In last week’s episode, Source Beauty’s Maggie Spicer talked about the industry’s move toward class action lawsuits for sustainability claims. This week, Lorraine turns the spotlight on Tom’s of Maine. He explores the details of the class action they are facing for claiming their toothpaste tubes were recyclable.

As sustainability becomes a cornerstone of the beauty industry, brands must walk a fine line for claims. Lorraine examines the allegations against Tom’s of Maine and highlights the importance of transparent and accurate marketing.

“Are we talking about theoretical or practical recyclability? This lawsuit against Tom’s of Maine forces us to address this critical question and challenges the beauty industry to do better.”

Lorraine Dahlmeier

In 2023, a class action lawsuit was filed against Tom’s of Maine, accusing the company of illegal, unfair and deceptive business practices. Consumers have questioned their claims of recyclable toothpaste tubes. This case highlights the distinction between theory and reality of recyclability.

The problem arises with the terms Tom’s of Maine uses on its packaging. The company named its packaging “Recyclable Tube” and “First of its Kind Recyclable Tube”.

Basic Takeaways

• Understanding the lawsuit: Tom’s of Maine class action lawsuit claims the company misled consumers about the recyclability of its toothpaste tubes. The plaintiffs argue that most U.S. recycling facilities cannot process these tubes, which leads to their disposal in landfills. This theoretical versus practical recyclability is at the heart of the lawsuit.
• Effect on green beauty: This lawsuit sets a precedent that could influence green beauty brands to reevaluate their marketing strategies. As consumers become more educated and cautious, brands must ensure their claims are backed up by strong evidence to avoid legal repercussions. Lorraine discusses the implications of this case for the beauty industry. It could pave the way for more legal action against brands that make sustainability claims they can’t prove. This could lead to a shift towards more honest and transparent marketing practices.
• Consumer empowerment: The lawsuit highlights the growing power of consumers to hold companies accountable. It serves as a reminder that every purchase is a vote for the kind of world we want to live in, highlighting the need for informed and conscious consumerism.
• Regulator ieffects: If the lawsuit results in penalties for Tom’s of Maine, it could lead to stricter regulations on environmental claims in its marketing. This could lead to stricter standards and greater transparency across the beauty industry.
• The future of sustainability: The outcome of this case could accelerate the shift towards more sustainable practices in the beauty industry. Brands that are truly committed to sustainability will likely gain a competitive advantage by fostering a more ethical and environmentally friendly marketplace. This case highlights the importance of clear and honest communication by brands about sustainability claims. Lorraine expects this lawsuit to set a precedent for future viability claims. She encourages listeners to stay informed and critical of the claims made by beauty brands.

Stay tuned for further updates on this case and more insightful discussions about sustainability in the beauty industry.

Thank you for joining us on this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on iTunes, Spotify the Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us at Facebook, Twitter and Instagram.

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Lorraine Dallmeier is a biologist, certified environmentalist, and CEO of Formula Botanica, the award-winning online organic cosmetics school. Read more about Lorraine and the Formula Botanica team.