Tom’s of Maine fails to tell tooth — suit

TOM’S OF MAINE and Colgate Palmolive have been hit with a class action lawsuit that says their toothpastes are not as “natural” as the companies claim.

The litigation filed in Manhattan Supreme Court says all of Tom’s toothpastes use glycerin and many use sodium lauryl sulfate, both synthetic products.

There is no federal regulation that defines “natural,” but the litigants claim that Tom’s uses that word repeatedly — and fraudulently — to confuse customers and trick them into paying more because they think the ingredients are safe and wholesome.

The suit seeks unspecified damages.

There was no immediate comment from Colgate Palmolive, which owns Tom’s of Maine.