hello toothpaste is made without sodium lauryl sulfate (SLS), a common foaming agent you’ll find in many other pastes. you can read our in-depth explanation of why we leave it out, but long story short, some folks are sensitive to SLS, and it doesn’t really change a paste’s cleaning power. hello pastes might feel a bit different at first, but you’ll be giving your teeth an incredible brush without the risk of SLS sensitivities.