I didn't notice any difference between this toothpaste and my regular toothpaste. It's just an expensive gimmick that doesn't really do anything. It costs about $18 and is made in China. (You can buy multiple tubes of "real" toothpaste for $18.) And it doesn't even contain fluoride, in case that matters to you. Save money and stick to "whitening" versions of name brand toothpastes.
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