I liked it at first, but after a few weeks my teeth were a little whiter and much more sensitive, even with a soft brush. I have sensitive teeth in general and would never order whitening toothpaste, but the package didn't say anything about it. The taste isn't great and there's no explanation as to what's inside. Mysterious Ingredient. Also very soapy and seems to be drying or knitting. Feels like chalk + soap in the mouth. I wonder how abrasive this toothpaste is. They use calcium carbonate as the abrasive in this product so it must be whitening. Update: I am finishing my second tube and I would say my teeth have paid off overall. In my experience, "natural" toothpastes are good for the gums but not for the enamel. This one is no exception. Appears to scratch teeth but does not prevent tartar build-up as well as other toothpastes. Black seed oil is probably a trending ingredient, but I'm not sure if it's suitable for oral care. Probably useless. Natural toothpastes are more expensive but I don't see any results for that money.
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