I am finding that this is my very favorite toothpaste! Here are a few things that I really love about this toothpaste: 1. It's completely natural! There are no nasty chemicals used to make it. 2. It's fluoride free! It's really hard to find fluoride free toothpaste here and out of the 3 options, this is the one I prefer. 3. SLS free! There's none of that dreaded sodium lauryl/laureth sulfate. 4. Paraben free! I don't want these chemicals in my toothpaste. 5. Minty! It leaves my mouth feeling minty fresh with peppermint and tea tree essential oils. 6. Xylitol! It's great for fighting tartar and tooth decay. 7. Vegan! No animal products are used to make this toothpaste.