I love the fact is doesn't contain any chemicals, nor SLS. I use it now that I am pregnant and I avoid all nasty chemicals. It is so hard to find a whitening toothpaste that actually works and is not harmful. The amount of product is huge as well, making it a very good deal for the price. Click on my username for more reviews! If you thought that this review was helpful please feel free to press the 'yes' button.