My family and I have tried several different brands of all natural, organic, and non toxic toothpaste. Someone always has a complaint about the taste, the lack of whitening power, or that their mouth just didn't feel clean and fresh. I purchased this one based on a friend's recommendation, and we couldn't be happier with it. After a few weeks of use, our teeth are noticeable whiter. I personally feel that my mouth is fresher longer than with any of the others we've tried. I highly recommend if you are looking to get away from the chemical filled traditional toothpastes.I am an Herbalist... Raw food nutritionist and sound healing practitioner raised on an organic dairy farm and have experienced alternatives throughout my fifty-five years... What does this have to do with this toothpaste... Everything. While the ingredients are substantial the costs do not warrant purchase of same. One could make their own charcoal toothpaste and achieve the process of good health....because after all... Our smile is our most beautiful jewelry.This is my first charcoal toothpaste. I've been wanting to try one but didn't know what to expect. Will it clean as well as a regular toothpaste? Will I like the taste? I think it cleans better and the taste is neutral. No medicine aftertaste that toothpaste can sometimes leave. Tube is bigger than I thought it would be which is an extra plus. I will buy this again.Been using it for almost a month, don't see any noticeable whitening effects. It leaves your sink all dirty & a little stained after use. It's nice that there is no aftertaste...but really isn't worth the money unless you want to splurge on toothpaste.This is wonderful for dentures, it cleans, whitens and brightensThis is my second time purchasing this toothpaste, after the first tube I could really tell that my teeth have become whiter. I really like their tooth floss and oil pulling also, highly recommended ?This product is much better than I wished！I have used it only 4 times, my teeth stain was gone, now I have nice white teeth!I have tried multiple charcoal toothpastes and this one is my favorite so far! It has good texture, leaves my mouth feeling great after I use it. You also get good sized tube for the price! Definitely will buy it again! Thank you!