Mildly minty flavor, minimal whitening.
This is a "vegan friendly" toothpaste with a mildly minty flavor that is reminiscent of peppermint. The mildness means it doesn't have the sting that some other brands have. This MAY also help prevent sensitivity issues that occur with other whitening toothpastes.<br /><br />As for the actual whitening qualities, after using it for a week (2x daily) I've noticed SLIGHT whitening effects, but nothing dramatic.<br /><br />It DOES leave your mouth feeling fresh after brushing however, and my teeth feel "smooth" after brushing.<br /><br />The active ingredient is sodium fluoride at 0.24%, which is exactly the amount in other toothpastes I compared it to.<br /><br />On another note, there is a considerable amount of air in the tube (so it takes a little pressure to release that first squirt).<br /><br />Overall, I'd say this is a decent toothpaste that is mild, and whitens slightly, but it's also pricey, and not much different than any drugstore brand of whitening toothpaste.
Rating: 3 stars