As with some of the other reviewers mentioned, it takes a little trial and error to use this toothpaste effectively. Putting it on your toothbrush and then holding it under the sink will wash away basically all of the suds. I find it best if you first wet your toothbrush and then apply 2-3 dabs of toothpaste to the toothbrush and then brush. Also, don't forget to shake it before squeezing out the toothpaste. The flavor is minty and very pleasant, much more subtle than most other mint toothpastes. Regarding its effectiveness, I noticed a reduction in coffee and tea stains on my teeth (I drink a lot of coffee and tea and it always stains). But even after 2 weeks of using this product, my teeth look whiter. I generally find that this toothpaste is best paired with regular toothpaste as this product does not contain fluoride. I usually brush a bit with both regular toothpaste and this foamy toothpaste.
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