This is a fun, highly effective toothpaste: it really refreshes and whitens. The only downside is the tough plastic tube which is hard to squeeze when the toothpaste is nearly finished. I am 61.I'm on the fence about this one. I have naturally yellowish teeth - I don't smoke and the only think I drink is water, and yet, years ago my lovely teenage students asked me if I smoke because of my lovely yellowish teeth. Since then I have bought multiple over the counter teeth whitening strips, pastes, and mouthwashes. My teeth are less yellow - but they are definitely not gleaming white - same with using this product. The charcoal toothpaste does leave my teeth a little white - but it's nothing spectacular or different from other products I've used. Honestly, I wonder if I went to the dentist for a "professional" product if I would still have the same results. Some teeth are maybe not meant to be glowing white. So if you have teeth like mine, don't expect miracles - my teeth look the same as when I use the super whitening Crest products - a little better, but not sparkling.Did it's job well. Iv havnt stopped buyingI stop using it.I don't know about whitening, but it does it's' job at keeping my teeth clean. Even good to use on my tongue.I have sensitive teeth and gums with little enamel, as well. Even my dentist has recommended this toothpaste.It definitely leaves a fresh after-taste, as well, and with consistent use do I notice an improvement in the durability of my teeth. It doesn't hurt, either, and does not make my gums bleed. It pairs lovely with their mouthwash, as well!I have been using these for almost two years and I am a customer for life. I can smile with confident. My friends have asked how I got my teeth so white. They thought I spent an arm and an leg for them. Why would I not use these toothpaste when I brush my teeth twice a day everyday anyway.So glad I found a charcoal toothpaste with fluoride it in. I cannot seem to find this brand in stores with fluoride. Works great, I like the taste, some ppl may not like it. Does the job well. My teeth are always pretty white, I feel like the toothpaste does a good job whitening. But if you want super white teeth, you'd be better getting whitening stripes. I do wish there were more product in the bottles, you run out p quick. Also this toothpaste doesn't leave my teeth sensitive so that nice.? muy buena.