I must admit...LOVE this toothpaste! It is so hard to find a good whitening product that doesn't hurt your teeth or gums AND is cost-effective, amirite?! This product actually works to brighten your teeth to their natural white color sans any sensitivity!! This toothpaste has patented ingredients to brighten and restore teeth to their whiteness. That is different for everyone as everyone’s natural level of whiteness varies. What else is so great about it? *Helps remove stains caused by wine, soda, coffee and nicotine ( I was a 20-year smoker and am a lifelong coffee drinker) *Helps to remove and prevent plaque buildup *Helps to prevent dental cavities *Provides a long-lasting smooth clean and fresh feel *Features patented ingredients *Amazing vanilla mint flavor *Creamy, rich formula *No bleach or harmful peroxides *Safe for pregnant and breastfeeding moms *Safe for crowns, veneers, and bridges This toothpaste is ...