Colgate-Palmolive has completed the purchases of 84% of US natural oral care and personal care products company Tom's of Maine for approximately $100m.

Reuben Mark, chairman and CEO of Colgate, said: “We are excited to move forward on this opportunity to enter the fast-growing naturals category with Tom's of Maine.”

He added: “This strategically important acquisition gives us access to a loyal, emerging consumer group and allows us to accelerate the growth of Tom's of Maine by extending its reach in the US and in Colgate's strong markets outside the US.”