Natural, smooth & creamy with a fresh, minty flavour, LOVEBYT CHARCOAL & MINT cleanses, whitens & brightens for a healthy sparkling smile. It's also gentle on sensitive teeth and we believe it's the best for whitening ,natural, charcoal toothpaste available. The secret's in the ingredients Activated charcoal binds to stains, tartar & bacteria...then gets rid of them Peppermint oil kills bacteria which cause gum disease Tea tree oil's antiseptic, anti-fungal properties prevent bad breath Eucalyptus disinfects & fights cavities, plaque & gingivitis Xylitol inhibits plaque-causing bacteria and helps with remineralizing And let's not forget what's NOT in LOVEBYT: sodium lauryl sulfate (SLS), fluoride, parabens, triclosan, diethanolamine (DEA), aspartame & titanium dioxide. Yikes! vegan - cruelty-free - best whitening, best Australian made natural toothpaste.