Very strange product. Toothpaste is usually a paste. This isn't a paste, this is foam. You gently shake the container until you feel it lose its liquid. When you pump it up, it's a light foam. Brushing your teeth with it can only be described as different. This is not a heavy paste. It doesn't have much substance. I liked it at first, but after a while I didn't like it anymore. It's too thin and it feels like I'm not really brushing my teeth. It's light, thin and not too tasty. It's very weak, if anything. Not fresh, not minty. As for the whitening effect, it's difficult to say because I use other whitening products as well. In fact, almost all toothpastes today are labeled "whitening toothpaste." This "toothpaste" takes a little getting used to.* I write reviews to let you know how I felt about this product and to help you decide whether or not to buy it.
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