Activated charcoal only reacts with particles that can be polarised such as the ones which are responsible for bad breath. Fluoride and other components, however, cannot be polarised which is why they are not being adsorbed by the activated charcoal. Hydroxyapatite cannot be adsorbed due to its size and shape of the particles. Most importantly, however, we compared our White Is Black toothpaste to a reference White Is Black formulation without activated charcoal. The results were significant: the PCR increased from 65 to 100 and the cleaning efficiency index (CEI) went up from 1.41 to 1.66, simply by adding activated charcoal. These results prove that activated charcoal is the main reason for the gentle whitening in the Black Is White and White Is Black toothpastes.