text: I'd heard that charcoal toothpastes were very effective at whitening teeth, but was skeptical - seemed too good to be true. After reading several reviews decided to give it a try, since whitening strips and other methods were not working for me or my wife. After 2 brushings (use it just like any other toothpaste with your toothbrush of choice) my teeth were noticeably whiter. Taste is fine, similar to any other toothpaste, and only cautions are to rinse thoroughly and maybe use a fluoride mouth wash afterward, or alternate brushings using a fluoride toothpaste one time and the charcoal toothpaste the next. Personally I don't ever expect to have a super-white "movie star" smile, but any degree of lighter teeth with such ease of use is definitely better that what I've had most of my life.