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.