I've tried powdered charcoal and charcoal toothpaste in the past which worked great but got dirty and splattered all over the bathroom wall and mirror. So far I like this toothpaste, I've only been using it for a week. It looks dark gray at first, like charcoal, but quickly begins to turn white and hisses in the mouth. This keeps your teeth clean and your mouth fresh. My sister had gum problems before using this brand and now her gums don't hurt anymore. Not sure about the lightening yet as we haven't used it for so long. The taste is neutral, which is good, nothing strong or unpleasant. I definitely recommend this brand. I'm glad I decided to try it.
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