In the 50’s, kids could brush their teeth with Crest or…Crest. Or maybe Colgate. The ads for these products extolled their cavity-fighting abilities – and skipped over the fact that they were full of saccharine and artificial coloring. By 1975, the tooth paste market was ripe for change. Enter Tom Chappell – Tom of Maine himself – and his wife Kate, pioneers of natural toothpaste. Brushing hasnt been the same since.