Tom's of Maine and Charity: Water Team Up to Fund Global Clean Water Projects With Instant, Mobile Donation Campaign

KENNEBUNK, Maine, October 14, 2009 — Almost a billion people across the
planet do not have access to clean, safe drinking water. Yet, in some
countries, a mere $5 can give one person clean water for five years. Today,
Tom's of Maine extends its ongoing commitment to doing good and supporting good in communities through a partnership with charity: water, the U.S.-based non-profit organization dedicated to bringing clean and safe drinking water to people in developing nations. Through December 31, 2009, Tom's of Maine will match each $5 donation* made by texting WELL to 20222, up to $10,000, to fund important water projects in areas most in need. One hundred percent of the public's donations will go directly to freshwater projects. Tom's of Maine is also supporting charity: water's 100% model by providing additional funds to underwrite the costs of this campaign.

The public can track charity: water's projects at charitywater.org, and a
donation meter is live on the Tom's of Maine website, tomsofmaine.com. "Our
goal for this initiative is to build four wells, which cost only $5,000 each,
but can bring lasting, positive change to so many," said Kate Bussell at Tom's
of Maine. "charity: water shares our deep connection to clean water, and we
commend them on the more than 1,400 water projects they've already completed in just three short years."

"charity: water is honored to be partnering with Tom's of Maine. Their
commitment to the environment and clean water is very encouraging, and we are excited to work together to make a deeper impact," said Scott Harrison at
charity: water.

In addition to an internal employee matching program that will hopefully
result in two additional wells being built with charity: water, Tom's of Maine
has supported clean water projects and advocates in communities around the
U.S. for almost 40 years.

This partnership helps expand this passion to help global communities in need.charity: water has completed more than 1,400 projects since its inception
three years ago in more than 16 countries.

*A one-time donation of $5 will be added to mobile phone bills or deducted
from prepaid balances. Standard messaging rates and additional fees may apply. All charges are billed by and payable to your mobile service provider. Serviceis available on most carriers. Donations are collected by the Mobile Giving Foundation and subject to the terms found at http://www.hmgf.org/t. You canun subscribe at any time by texting STOP to 85944. *Tom's of Maine will match each $5 donation made prior to 12/31/09, up to a total of $10,000.00.

About Tom's of Maine
Tom's of Maine is a leader in natural personal care with a longstanding
commitment to supporting people, communities and the living planet. For almost 40 years, the company has sponsored hundreds of non-profit efforts by giving 10% of its profits back to the community and encouraging employees to volunteer by giving 5% paid time off. Each day, Tom's of Maine employees
contribute to high sustainability standards and their ideas from wind power to
recycled and recyclable packaging are critical to the company's sensitive way
of doing business. Tom's of Maine enjoys partnering with its consumers,
vendors and many community organizations to support lasting, positive change that is good for the earth and us all. Visit us online at
http://www.tomsofmaine.com/.

About charity: water
charity: water is a non-profit bringing clean, safe drinking water to people
in developing nations. One hundred percent of public donations go directly
toward projects on the ground. charity: water proves each project to donors,
providing GPS coordinates and photos of every completed project. Through thehelp of 60,000 donors, in just three years charity: water has raised over $11 million and brought clean, safe drinking water to over 700,000 people in 16 countries.