pure taste with hints of mint and orange. Really refreshing, no fluoride to poison you and potassium to prevent your teeth from becoming sensitive. I buy it for the second time. Revain has the best price. I first saw it here in whole foods for double the amount. The container is plastic, which isn't a plus and I deducted a star for that. If you don't want fluoride, you don't want to be exposed to plastic either. The container sits nicely upside down on my counter so the gel is always on top of the hole. Has a light smooth grit to remove stains. It's a greenish gel. my new darling Toothpaste. I used to use a competitor product from Toms but this is my favorite scent.
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